Figures of Speech in Advertising English(10)

英语论文

4.1 Major findings

Advertising is one of many marketing tools that are used to attract attention of prospective customers to a business or its products or services ,and it moves consumers from being unaware of a product or service to finally purchasing it. An ad is considered effective if it propels the consumer a step further in this process .The main function of English advertisements is to propagate the information of the products in order to excite people's purchase desire. However, advertising English, as a kind of application language, has been apart from the normal English and has developed to a substandard special language because of its special use. Advertising English is different from normal English in structure and Figures of speech, and it will change with the development of advertising, science and technology. And according to the researches made by some experts, figures of speech are so frequently used and so useful in advertising making, that dealing with figures of speech is surely one of the most important things in advertising translation .So in order to make the advertisements more attractively, the designers should often create their advertisements by using figures of speech to meet designer‘s purpose appropriately.

4.2 Limitations

This paper is just a tentative study of figures of speech in Advertising English．Therefore，it doubtlessly has imperfections as it is difficult to collect the newest words being used in the daily life in limited time. Besides, the author‘s limited competence for them is far from professional. In order to make it more perfect and accurate，further study on this topic is needed in the near future.