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1AnalyzingCharacteristicsofEnglishAdvertisementLanguageFromthePerspectiveofPragmaticsXingruiLiuSchoolofForeignLanguages,YunnanNormalUniversity,Kunming,P.R.ChinaAbstractAdvertisingguruOgilvieonccesaid,advertisingisthelifeofthewords.Hiswordspointouttheimportanceofadvertisinglanguageforadvertising.Inthefiercecompetitivecontemporarysociety,businessmentrytomakeuseofavarietyofadvertisingtopromoteproductsandservicesinordertoquicklyexpandtheirproductsinthemarket.Becauseamongvariouskindsofadvertisement,adistinctiveadvertisinglanguageplaysagreatroleinsellingproducts.Advertisingtextiswidelyconcernedbyscholarsathomeandabroadbecauseofitsremarkablecharacteristics.AnalyzingcharacteristicsofEnglishadvertisementlanguagefromtheperspectiveofpragmatics,it’snotdifficulttofindharmoniousandunifiedcontextisbeneficialtoenrichadvertisementinformationandpromotetheunderstandingofadvertising.Smartadvertiserswilloftenhidetransfertheinformationinthepresuppositionofadvertisinglanguage,releaseproductsinformationandpromoteproductsinthemarketwiththehelpofpresupposition;theadvertisinglanguagethroughviolationofthecooperativeprincipleintentionallyorunintentionallyinpublictotransferproductsinformation,sothatconsumerscaninfertheconversationalimplicatureinsteadofit’ssurfacemeaning,therefore，businessmenareabletohighlightthecharacteristicsandadvantagesoftheirproducts.Keywords:advertisinglanguage;pragmatics;theory;usage1.IntroductionAdvertisementsaregettingtheirwayintoourdailylife:theymaysmiletousfromthetelevisionscreen,shouttousfromtheradioloudspeakers,waveinvitinglytousfrom2everypageofthenewspaperandmagazine,pluckatoursleevesonthebusesandescalators,signaltousfromroadsidebillboardsandflashtousontheInternet.Advertisements,inanyofmassmediacommunicationfrequentlymakeuseofthedirectapproachofrhetoricaldevicestoobjectifyappealsandenhanceitspersuasivepower.However,whenalargenumberofmarvelousadvertisementsfloodintoanothernation,theirrenditionscouldnotalwaysbeaswonderfulastheoriginaland,therefore,mightfailtoproducesimilareffectsonthetargetaudience.Puzzledandstimulatedbythisproblem,theauthorofthisthesishasmadeanintensivestudyofanalyzingthecharacteristicsofEnglishadvertisinglanguagefromtheperspectiveofpragmaticstofindawayofimprovingtheefficiencyofadvertisement.Withtheestablishmentofsocialistmarketeconomyandtherapidexpansionofeconomicexchanges,especiallyafterChina’sentryintotheWTO,internationaleconomicactivitiesbecomemorefrequentandforeigntrademoreactive.Asuccessfuladvertisement,fineintheuseofwords,sentences,andrhetoricinordertobenew,vividandfascinating,isauniqueandcraftedproductofcreators.ThroughtheexamplesofEnglishadvertisement,thispapermainlyexploresthewayofimprovingtheefficiencyofadvertisement.Advertisinghasbecomeapopularsubjectofnumerousscholarlystudiesapproachedfromawiderangeofdisciplines,suchasanthropology,sociology,psychology,linguistics,literarycriticism,aesthetics,marketingandmediastudies,forallkindsofadvertisementshavebombardedeachofusinourdailylife.Advertisementsfromthehighways,radio,TV,magazines,newspapersandtheInternetinvadeourearsandeyeswithrepetitivemessageandarouseourattention.Advertisingisaneffectiveandcriticaltoolnotonlytopromotetangiblecommoditiesandservicessuchashairdressingbutalsotopromoteeconomic,political,religiousandsocialideas.Theessenceofadvertising’sglobalsignificancemayhavebeencapturedbytheBritishnovelistNomanDouglaswhenheremarked,“Youcantelltheidealsofnationbyitsadvertisements”(Wilson,1989:263).Therefore,thestudyofadvertisinghastakenonnewsignificance.3AdvertisingEnglishisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementistopersuadepeopleofthemeritsofaparticularproductorservice,inorderthatpeoplewillpartwithsomeoftheirmoney.Ingeneral,whetherthemediumisprint,radioortelevision,theadvertisercanrelyonpeople’sattentionforonlyaveryshorttime.Therefore,thesalesmessagemustbeshort,clear,distinctiveandmemorable.Thepaperiscomposedoffourparts.Thefirstpartpresentsthemainconcernofthethesisanditsmaintheme.Inparttwo,ageneralstudyofadvertising.Basedontheliteraturereview,wearegoingtoknowmoreabouttheprinciplesusedtoexpresstheusagesofadvertisingEnglish.ThenpartthreeisdevotedtothestudyofthepragmaticbasisofEnglishadvertisinglanguage.Partfouristhesummaryofthisthesis.2.AGeneralStudyofAdvertising2.1LiteratureReviewThequalityofadvertisinglanguagetosomedegreedeterminestheeffectofanadvertisement(hereinafterreferredtoas“ad”).TheliteratureoftheearlierperiodincludeBovee’sContemporaryAdvertising,Higgins’TheArtofWritingAdvertising:ConversationswithMastersoftheCraft,andUlanoff’sAdvertisinginAmerica,whilePrinciplesofAdvertisingco-writtenbyMonleandCarlafollowintothecategoryofrecentworks.Thesepublicationsaremainlydevotedtomediastrategy,marketingplanningprocess,customerbehavior,publicrelationandthewaysadsarepresented(size,colorandposition),andseldomlayenoughemphasisoncopywriting,whichhasanindispensablerelationshipwithlanguage.Furthermore,thepartorganizedaroundcopywritingonlyclarifiesadvertisingstructure(namely,headline,subhead,bodycopy,sloganandclosing),