Abstract:As the fast development of informational ages, advertisements have become one of the inseparable parts in our social life. Our minds are confused while those simple shapes of advertisements turn into diversify; besides, the cut-throat competition has made the advertisers focus on the unique slogans. Therefore the consumers will prefer to a channel through which they can get lots of easy and convenient information as the quick development of the contemporary times. As a result, most advertisers pay their attention to the slogans of advertising to capture consumers’ notices in those vast advertisements, achieving their promotions. Lots of studies at home and abroad mostly attach importance to the translation of advertisements involving pun, the differences of cultures and so on, such as Zhang Nan, Zhou Hong and others.

　　　The thesis lays stress to the basic features of slogans in advertising. And it will introduce the origin of advertisement, then explain the reasons why slogans has become the essence of advertisements, and deep into the lexical features, syntactical features and rhetorical devices which are keys to a successful advertisement. This thesis will select a great number of slogans especially those are successful to study to come to a conclusion of the importance of slogans.

Key words: slogans of advertising; characters; lexical; syntactical; rhetorical devices

中文摘要:随着信息时代的快速发展,广告在我们的社会生活中已成为了一个不可分割的重要组成成分。从过去广告形式的单一到当今时代的形式多样化，更是让我们眼花缭乱，如此激烈的竞争，已经让广告商越来越趋向于广告标语的独特新颖，加上当今快速时代的发展，消费者也倾向于简便快速的获取信息的渠道，这更是让广告商把重心放在了广告标语上，以求在这片花海中能够立刻吸引消费者的眼球，从而达到它的宣传目的。国内外对英语广告的研究主要针对广告本身的翻译特点或者是广告的文化差异，如张楠、周红等。

　　　本选题着重研究广告标语的基本语言特色，介绍广告的起源,解释广告标语成为广告的精髓的原因，进而从广告标语的词汇、句法和修辞方面进行研究，探讨广告标语所赋予的语言特色，这也是关系到一个广告成功与失败的关键。本选题还将挑选大量广告标语进行研究，并选取部分最为成功的广告语进行分析，归纳出一个成功的广告标语的重要性。

关键词：广告标语；语言特色；词汇；句法；修辞