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This paper will focus on the language characteristics of English advertisements at lexical, syntactic and rhetorical levels. It is hoped, by a contrastive study of advertisements on three types of products (daily consumer goods, technical equipment and service), similarities and differences of the three types of advertisements will be summarized and possible reasons will be given in the light of the meaning, and function of language.
With the continuous development of social linguistics, advertising language also became an important hot topic in the field of social linguistics. Social linguistics not only study the language features but also pay more attention to advertising in the application of social environment, revealing the decision advertising forms of social factors and social influence.
II. Lexical Characteristics of English Advertisements
English advertisement must be concise and simple. Therefore, it can not be ignored to choose the appropriate and accurate words which have a great influence on the effectiveness of the advertisement.
2.1 Using the Comparative and Superlative Degree of Adjectives
Adjectives, with rich emotional color and apply colors to a drawing force, its main function is to describe and modify nouns, making the originally pale entity becomes lively and natural at once. English adjectives and the comparative and superlative forms of some adjectives are more often than not applied in advertisements, because they describe the special qualities of the advertised products English adjectives and the comparative and superlative forms of some adjectives are more often than not applied in advertisements, because they describe the special qualities of the advertised products..To sell the goods, the advertiser will beautify the goods, which natural will use a lot of adjectives.
Such as, Minolta camera ads: Minolta, finest to put you finest. (the first-class Minolta, first-rate you), the advertisement makes readers have such a feeling, as long as you have a Minolta camera, you are the best, even if it is not necessarily true, but can make a person have a kind of impulse to buy it, so everything is taken for granted, the purpose of the advertisement has arrived.
As another example, Philips electronics ad: Let’s make things better. (让我们做的更好), Philips is a world-renowned brand of home appliance, which is the slogan of its products and services of a promise, he didn't praise how good his products, but as friends, humility, gently said: “Let us do better”, closing the distance to consumers, making people trust it, selecting it, We have to say that Philips is very clever