Abstract

Advertisement as a product of economic activities, has great effects on economy and society, and is essential in modern commercial activities. FMCG, as the product which has the largest consumption, its advertisements have a wide range of audience in daily life. This paper analyzes and summarizes the language characteristics of English FMCG advertisements on the basis of classic and latest examples from lexical, syntactical and stylistic aspects.

Key words: English advertisements; linguistic features; FMCG

Contents

Abstract

中文摘要

1 Introduction-1

2 Lexical Features of English FMCG Advertisements-2

2.1 Concise Words-2

2.2 Creative Words-3

2.3 Stimulative Words-3

2.4 Mimetic Words-4

2.5 Compound Words-5

3 Syntactical Features of English FMCG Advertisements-5

3.1 Simple Sentences-5

3.2 Imperative Sentences-6

3.3 Interrogative Sentences-7

3.4 Elliptical Sentences-7

3.5 Active Sentences-8

3.6 Present Tense-8

4 Stylistic Features of English FMCG Advertisements-9

4.1 Rhetorical Devices-9

4.1.1 Pun-9

4.1.2 Personification-10

4.1.3 Simile, Metaphor and Metonymy-10

4.1.4 Oxymoron-11

4.1.5 Exaggeration-11

4.1.6 Repetition and Parallelism-12

4.1.7 Antithesis-12

4.1.8 Parody-13

4.2 Analogy-13

4.3 Alliteration-14

5 Conclusion-14

References-16