【正文】 on………………………………………………………………………...28Acknowledgements…………………………………………………….……… ……29Notes…………………………………………………………………………...…….30Bibliography …………………………………………………………………….......32An Analysis of Characteristics of Advertising LanguageⅠIntroduction Aims of the StudyOriginated in ancient time, advertising now is playing an important role in modern world, with influence on many aspects in society, such as economy, culture, education, traditional language, etc. It has bee indispensable in the modern world and inevitable in people’s lives. As a special language, advertising language not only transmits information, but also maintains a good image of the pany and its products. At the same time, advertising language has its own characteristics which distinguish it from others. Because of these characteristics, advertising language in a way will affect the traditional language. This paper analyzed the characteristics of advertising language in morphology, syntax, and rhetorical level. By doing so, it is hoped that the mass consumers can get a rough cognition of advertising and its functions. Then represent a dialectic relation between the traditional language and modern advertising language, which is beneficial to both the panies and the consumers. Moreover, a greater progress will be seen in advertising field and in the field of language. Literature Review In the past time, people didn’t pay much attention to advertising though it originated in ancient time, for they held that advertising is none business of their but of the advertisers and the panies. In fact, most people considered advertising as a monster and shift off it. During a long period, advertising developed slowly. However, what they didn’t understand is that they lived in a world which is full of advertisements.Most historians believe the outdoor signs carved in clay, wood, or stone and used by ancient Greek and Roman merchants were the first form of advertising. As a result of some people’s emptiness, the research in advertising is not widely and deeply. In recent years, many scholars, both internal and overseas, are engaged in the research of advertising. Because of that you may not accept advertising, but you can not evade the advertisements. Advertising has bee an evitable part in you life. Courtland L. Bovee, William , Frank William, Vestergaard, Torben and William Sachs are all the masters in advertising field. What they thought is different from each other’s, for they stood on different points. Taking the definition of advertising for example, there are hundreds of definitions. The simplest one, according to McCann Erickson Inc., may be “truth well told.” But most people regard the most authoritative definition of advertising as what Bovee defines in his Contemporary Advertising “Advertising is the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” It is delightful to see that more and more persons are studying advertising even though much branching is in existence. There are also many doctors inland who are engaged in the research of advertising, such as Chenpei Ai, Huanghe Shui, Yuanmi Li, Yuanyue Ru, Wangyan Xi, Zhaojing, Xuxiao Juan, Fangwei, etc. As the core of advertising, language not only transmits product and service information, but also maintains a good image of the panies and the brands. Advertising language has its own characteristics which distinguish itself from others. In the long run, the number of researches on advertising language is very small. Advertising has bee one of the main factors that are helping improve the standard of people’s living in the modern world. Therefore, enough attention should be paid to the research of advertising language. Many books focus on the writing of advertisements, the creativity of advertising, how to promotes sales and profits, how to make the advertising language more interesting and more fascinating. They have done a lot of works to develop the advertising, and a great progress has been seen. But this is not enough. Advertising language is unique in many aspects. It actually influences the traditional culture and traditional language (grammatical language). Luckily, some books are focusing on this question. Wangjun Yuan’s advertising language is one of this kind. We hope that by making great efforts, the conflict between advertising language and traditional language will disappear, and at the same time, advertising, advertising language, traditional culture and language can progress in a proper way. Key PointsThis paper explains what is advertising, what is language, the ponents of advertising, the function of advertising, which can help readers understand advertising better. The third part is the keystone that detailed in characteristics of advertising language. Many successful advertisements are given to help the consumers to prehend these characteristics. Through the analysis of the characteristics, a dialectic point of view will be presented to explain the relations between traditional language and modern advertising language. Then a suggestion that what should be the right attitude to advertising is also given. Brief IntroductionWe live in a world of advertising. Advertising has bee an inevitable part in our daily life. Consumers are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. You may not accept it, but you can’t avoid it by any means. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institution. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and service