The Stylistic Analysis Of English Advertising

Advertising, with its aim-centered mission, has become one of the critical making factors in the success of business world. Though it's quite expensive to promote things, people always find themselves flooded with all kinds of advertising from the different media encountered. As a separate genre, which aims at profit-making, advertising develops its unique stylistic characteristics worthwhile to be analyzed and explored.Targeting the reader—the intended audience group of the media text is a prominent phenomenon in advertising practice. In order to reach the potential buyers as quickly and directly as possible, the writing of a piece of ad has to include the consideration of who might be around to read it and who might be the most possible to buy the things. Hence, to find the proper customers is the main concern in achieving more benefits and establishing steady customer circle. Various methods are employed in ads to locate the prospective customers. Using various media and addressing the audience are two effective ones.Language skills are of great importance in appealing to the audience and arousing their attention to make the initial step in action. Lexical creativity, the use of spoken and monosyllabic words, abbreviations, which build a solid foundation for the stylistic specialization of ad texts, facilitate the fulfillment of attracting more buyers as well as the realization of economy. The same thing is true with the use of appropriate sentence patterns which are effective in promoting successfully to people with the least possible efforts. Different sentence patterns are presented and analyzed in the thesis to prove this purpose.Cohesion is an essential feature of any genre which intends to show a complete and unified idea. Any text expressed in language, without exception, can not hold without cohesion both in external and internal connection. Cohesion contributes to the semantic unity of an ad text, makes the text consistent in forming a proper sales idea to drive home to the audience in publicity. Both grammatical and lexicalcohesion are mentioned in this paper to elaborate how these cohesive devices bring about coherence in ad texts and get their ultimate aim in informing people.The stylistic analysis of English advertising opens a new window for the study of English advertising in many ways. Though there are already many scholars who have dug into this field for various reasons, the author here intends to give her some reflections on this subject to meet the new tide of advertising boom and to share them with people.