【正文】 with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public) firstly, it’s easy for the target audience to recognize the pany and the products of it, which will promote the propagandas and the sale of its products。 syntax。 advertising language。無論如何，商品要宣傳，就要有廣告，就要有廣告語言。因而，廣告語言對現(xiàn)代語言和文化的影響也越來越明顯。作為一種新興發(fā)展起來的語言，廣告語言的發(fā)生要具備一定量的資金、有效的信息、良好的傳媒以及無人的以產(chǎn)品為中心的直觀展示。其雖借鑒與一般語言，但又帶有自己的特色。廣告語言是有別與一般語言的一種在現(xiàn)當(dāng)代社會迅猛發(fā)展起來的語言。 畢業(yè)論文廣告語言的特點(diǎn)分析 系 別外語系專 業(yè)英語語言文學(xué)班 級60301姓 名曹承德指導(dǎo)教師陳連峰2007 年 6 月18 日 24 / 29 廣告語言的特點(diǎn)分析摘要本文寫的是廣告語言的特點(diǎn)。其闡述分別從廣告和語言的起源與發(fā)展、以及廣告語言與語法語言的對比中得到廣告語言的特點(diǎn)。廣告的目的就是吸引買家的眼球，對產(chǎn)品起到宣傳和促銷的作用，因而廣告語言從詞匯，句法，語法和修辭上都體現(xiàn)了這一宗旨。廣告語言除了一般語言所具有的基本交流功能外，它還具備市場、經(jīng)濟(jì)、教育和社會功能。廣告語言作為一種語言，其形成和發(fā)展都雖以一般語言為基礎(chǔ)，但其發(fā)展速度在現(xiàn)當(dāng)代商品極度豐富的社會得到飛躍。所以如何找到兩者的一個(gè)平衡點(diǎn)，也是當(dāng)今需要考慮的問題。關(guān)鍵字：特點(diǎn)；廣告語言；詞匯；句法；修辭；現(xiàn)代 An Analysis of Characteristics of Advertising LanguageAbstractThe thesis is about the characteristics of advertising language. From stating the origin and development of advertise and language, and paring advertising language with grammatical language, it shows the specific characteristics of advertising language.Differing from mon language, advertising language has been highly developed in modern society. The aim of advertise is to attract to eyeball of buyers and effect a of function of propaganda and sales promotion of the products, therefore, advertising language meets the tenant on the aspects of morphology, syntax, grammar, and figure of speech etc. It is based on mon language but with unique style. Besides the function to municate like mon language, advertising language also has marketing function, economic function, educational function and social function. As a new language, advertising language is going to take place only when provided with enough fund, useful information, good media and nonpersonal display.Although the formation and development of advertising language is based on mon language, its development in today’s productsriched society is advanced rapidly. So the influence of advertising language towards mon language is getting more obvious. How to find a balance between the two will be the problem to be considered nowadays. Anyway, modities need propaganda therefore advertisement is a must. So is the language.Key words: characteristics。 morphology。 rhetorical。 secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand。(b) to municate information about the product, its features, and its location of sale。(d) simulating the distribution of a product。 (2) the poohpooh theory: in the hard life of our primitive ancestors, they utter instinctive sounds of pain, anger and joy. Then these sounds changed into language。 (b)the ability to munication by this means。 (d) the written representation of such s system。 (b) a special set of symbols, letter, numerals, rules etc. used for the transmission of information.[7]To give the barest of definition, language is a means of verbal munication. It is instrumental in that municating by speaking or writing is a purposeful act. It is social and conventional in that language is a social semiotic and munication can only take place effectively if all the users share a broad understanding of human interaction including such associated factors as nonverbal cues, motivation, and sociocultural roles. Language learning and use are determined by the intervention of biological, cognitive, psychosocial, and environmental factors. In short, language distinguishes us from animals because it is far more sophisticated than any animal munication system.Ⅳ Advertising LanguageFrom above statement, we know that advertising is important to human beings in many aspects. Language is a very useful tool in munication. Language is a necessary ponent of advertising, without it there will be no advertising on the true meaning level. Just as what Orgway said, “5075percent of the effecters of advertising e from advertising language and advertising words”, and he also said that advertising is a world of words.[8] In fact, language can be separated into two parts spoken language and written language, each of which could be presented through different media. Actually, these two can be in an advertisement at the same time. Definition of Advertising LanguagePersuasive is the best representation of the functions of language in advertising. In fact, there is no the language of advertising, but only the language in advertising.[9] This paper consider “the language of advertising” as advertising language. Generally speaking, advertising language refers to many languages that are used in the transmission of advertising, including verbal methods and nonverbal methods. But strictly, it refers to languages, letters and words that are used in advertising munication. Feature of Advertising LanguageAlthough music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even more, it may lead to misunderstanding. Thus, language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of munication and persuasion, has developed its own characteristics. Lexical Characteristics Word FormationIn advertising language, some words are misspelled