Abstract: Advertising, for specific purpose and by certain pattern, is an important means to transmit information publicly to the public. Its ultimate target is to let customers recognize the products from the abundant ones and to promote sales. Thus advertising language is rather crucial. And as an important part of advertising languages, the Advertising English gets its own unique features besides the common features. These features focus on the lexical aspects. So this paper aims to take the modern commercial advertisements as examples to make an analysis about lexical features such as: the use of simple words, the flexible word building, and the basic lexical skills etc. It aims to provide some help to English learners and advertisers for future reference.
Key Words: advertising; Advertising English; lexical features
CONTENTS
Introduction 1
1. A Brief Review of Advertising and Advertising English 2
1.1 The Definition of Advertising 2
1.2 The Historical Evolution and Roles of Advertising 3
1.3 Focus on Advertising English 5
2. Lexical Features of Advertising English 6
2.1 Simple Words for Oral Usage 7
2.2 The Flexible Word Building and Word Formation 9
2.3 Basic Lexical Skills 11
3. The Further Development Trend 14
3.1 The Definition and Development of Network Advertising English 14
3.2 The Forms of Network Advertising English 15
4. The Guidance and Illumination 15
4.1 The Guidance for English Learners 15
4.2 The Illumination for Advertisers 16
5. Conclusion 17
Bibliography 18
