英语化妆品广告的语言特点.doc

英语化妆品广告的语言特点 【摘要】作为一种宣传和传播信息模式，广告在社会和经济发展中扮演着重要角色。广告英语是一种独具特色的应用性语言。它同文学语言、科技语言等相比有许多不同之处。它的特点和魅力已成为人们日常生活中一个不可缺少的组成部分。本论文重点归纳和分析化妆品广告英语在词汇这一方面的主要语言特点,即动词、形容词、缩略词、复合词和口语化的词的应用，以帮助读者更好的了解化妆品广告。最后得出结论：如果我们学习并掌握广告英语的语言特点，就能更好理解和欣赏广告英语。 【关键词】广告；化妆品；广告英语；语言特点 1.Introduction Advertising, just as its name implies, means publicizing and transmitting information in order to make consumers learn something about the products that they want to buy. It has been going through a rapid development. Up to now, advertising English is still the research target. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. 2.Linguistic Characteristics of Cosmetic Advertising English As the development of society economy and culture, advertisement plays more and more important role in promoting sale, setting up famous brand and stimulating consumption. When we face the colorful advertisements, we are not sure whether we can really appreciate their inner graceful language? The study of advertisements is mainly about its language characteristics. 2.1More Verbs in Advertising Advertising English language needs to be simple, easy to understand, easy to remember and easy to read. Monosyllable verb boasts all these features. Words such as get, make, give, like, love, buy, need, use are frequently used. However, advertisers should pay attention to the grammatical changes of these basic verbs and know the differences between them. Most of the words can show the relation between the consumers and the product. Here are some examples. Moisture Wear Make-up. It gives life to the look and feel of your skin. Moisture wears Blush. It brings radiance to the look of your skin (Cui 1993). These two lines come from Cover Girl, American cosmetic brand. It is the leading color make-ups in America. It is now very popular all over the world.