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1、AnAnalysisofAdvertisingLanguage?????AcknowledgementsHereandnow,Iextendmysincerethankstoallthosewhohavehelpedmetomakethisabetterthesisthanitwouldotherwisehavebeen.Amongthem,IwouldliketoshowmyheartfeltthanksandenormousgratitudetoProfessorXiYaxian,mysuper
2、visor,forherinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.Ireallyappreciateherpainstakingperusalofthisthesisandvaluablecounselfortheadvanceinit.Andithasbeenagreatprivilegeandpleasuretoworkwithandlearnfromher.Inad
3、dition,theauthoralsowantstoextendherthankstoalltheteachersattheLanguageSchool,especiallyProfessorLuNaisheng,whoseenlighteninginstructionandinsightfultheoryhaveguidedmethroughthepastthreeacademicyearsandallthewaytothecompletionofthisthesis.Finally,Iwoul
4、dliketothankallofthepeoplewhohavegivenmeloveandsupport.Itisapleasuretodedicatethisthesistothemall.????????????????????????????????????????Contents內(nèi)容提要………………………………………….………………………………1Abstract……………………………………………..……………………………..2?ChapterIIntroduction1.11.1?Bac
5、kground………………………………….….……………………………..11.21.2?PreviousStudies……………………………….……………………………...11.31.3?SourcesandMethodology…………………….………………………………31.41.4?OverviewofAdvertising……………………….……………………………..3?ChapterIIAdvertisingElements2.1Headline.…………………...………..…….….……
6、…………………….……72.1.1DefinitionoftheHeadline.……….………..…………………………….…..72.1.2FunctionoftheHeadline..…………….…….……………………………….82.2BodyCopy…………………………………….………………………………82.2.1DefinitionoftheBodyCopy.……………….…………………….....………92.2.2CategoriesintheBodyCopy………………………………………
7、………..92.3Slogan....…………………………………..………………………………….122.3.1DefinitionoftheSlogan..…………………………………..….……...……122.3.2SyntacticFeaturesoftheSlogan..………………………………..………...122.3.2.1ShortSentences………………………………….….………….………...122.3.2.2EllipticalSentences…………………………………..
8、…………………..132.3.2.3InterrogativeSentences……………………………...….…..……...…….142.3.2.4NegativeSentences………………………………….…….……..………14?ChapterIIIGeneralFeaturesofAdvertisingClaim3.1TheWeaselClaim………………………………………………..……….….163.2TheUnfinishedClaim…………………
