features …………………………………………………………… 2 2.1 Classification of advertising and its audience …………………………….. 2 2.2 Similarities at the lexical level ……………………………………………. 3 2.2.1 Few verbs are used ………………………………………………………... 3 2.2.2 Use of emotive words …………………………………………………….. 4 2.2.3 Make pun and alliteration …………………………………………………. 4 2.2.4 Use of weasel words ………………………………………………………. 5 2.3 Differences at the lexical level ……………………………………………. 6 2.3.1 Gender identity in advertisements…………………………………………. 6 2.3.2 Selection of Adjectives …………………………………………………… 7 2.3.3 Compound words …………………………………………………………. 8 2.3.4 Use of pronouns …………………………………………………………… 8 3. Syntactical features ……………………………………………………… 9 3.1 Similarities ………………………………………………………………… 9 3.2 Differences ………………………………………………………………… 10 3.2.1 Headlines ………………………………………………………………….. 10 3.2.2 Comparison of headlines of different types of ads ………………………... 11 4. Discourse features...……………………………………………………….. 12 4.1 Body copy of advertisements ……………………………………………... 12 4.2 Differences in body copy ……………………………………………. 12 5. Conclusion ………………………………………………………………… 14

Acknowledgement

Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and paper-writing stages.

The author also wants to extend her thanks to Ms. Linda Frost who has given much help in data collecting.

References

[1] Bolinger, Dwight & Sears, Donald A. Aspects of Language third edition

New York: Harcourt Brace Jovanovich 1981

[2] Bovee, Courtland L. & Arens, William F. Contemporary Advertising forth edition

Homewood, IL: Irwin 1992

[3] Gove, Philip Babcock Webster’s Third New International Dictionary

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