Abstract

English stylistics, as a branch of linguistics, studies the English styles of a piece of writing, including not only the plays, poems, but also the English for special purpose（ESP）. English stylistics describes and investigates the language characteristics of each English style, and emphasizes that each style has its own typical ways of expression, which demands the choices of language to be equal to its purposes. The language characteristics of each style in stylistics study can be analyzed from several aspects, such as the phonetic, lexicon choices, syntax choices, rhetorical devices and discourse structure.
Advertising English is one of the examples of English styles in stylistics. Through analyzing advertising English in terms of its lexicon features, syntax features and rhetorical devices, audiences will further know about advertising and advertising English, and copywriters can more appropriately use language as a carrier to design and make successful advertisements.
Although analysis of language characteristics of advertising English is just a branch of stylistics study, it can help language learners to deeply understand that each English style has its own characteristics which decided by different styles, purposes and foregrounded features, and the learners will better understand the contents or meanings contained in language in their learning.