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广告是一种独特的语体,特殊的语用目的决定了广告在语言方面必须有所创新,语言变异是广告英语所采用的一种特殊手法。本文举例介绍和分析了英语广告中的词汇变异和语义变异这两种使用广泛的语言变异情况和其主要的文体效果。
Advertising is a unique style. The special purpose of pragmatics determines that advertising must be innovative in language. Language variation is a special technique used in advertising English. This paper gives an example to introduce and analyze two widely used linguistic variations and their main stylistic effects, which are vocabulary variation and semantic variation in English advertisements.