The Lexical Features of English Advertisement

With the rapid development of economy, the world is thick with commercials and advertisements. The aim of advertisements is to persuade the potential customers to buy their product by means of impressive words, so advertisers are very careful about the choice of words. In order to compete with many other similar advertising messages and achieve high advertising effectiveness, advertisers always use various linguistic devices to catch readers' attention, arouse their desire and induce their action. In this paper, the lexical features of advertisement are analyzed from the following aspects: the use of homophones, adjectives, interrogatives, personal pronouns, neologisms and compounds.