文档介绍：Introduction
We live in a world of advertising. As potential consumers, we are endlessly filled with all kinds of product or service information from various media including newspapers, magazines, television, radio and , etc. Advertising 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 services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these marketing and social functions, advertising es indispensable in the modern world.
An advertisement is something that draws good attention toward a product, service or person. A good advertisement usually is short, simple, impressive, persuasive and fascinating. Seeing the panoramic view of the history of business, the ess of high-quality branded products always corresponding with the guide of a good advertisement. In today's fierce petition, advertising writers e more and more thoughtful, creative and innovative. They use unique vocabulary, concise prehensive statement and attractive rhetorical devices to win the trust and love of consumers for goods and services. Ads have a distinctive purpose, that is, to convince customers to buy their products. This purpose determines the characteristics of language style and makes it independent of the other styles in the context of linguistic study. As is known to all, English is the universal language of the world. So the author selects English advertisement to study the language features of ads in this paper, hoping to explore the application of advertising and offer a certain reference value in some researches of this field, in the hope of offering help to advertisement writers and language learners.
Chapter I English advertisement