An Analysis of Advertising LanguageAcknowledgementsHere and now,I extend my sincere thanks to all those who have helped me to makethis a better thesis than it would otherwise have been.Among them,I would like toshow my heartfelt thanks and enormous gratitude to Professor Xi Yaxian,mysupervisor,for her insightful guidance and earnest help all through the searching,analysis and paper-writing stages.I really appreciate her painstaking perusal of thisthesis and valuable counsel for the advance in it.And it has been a great privilege andpleasure to work with and learn from her.In addition,the author also wants to extend her thanks to all the teachers at theLanguage School,especially Professor Lu Naisheng,whose enlightening instructionand insightful theory have guided me through the past three academic years and allthe way to the completion of this thesis.Finally,I would like to thank all of the people who have given me love and support.Itis a pleasure to dedicate this thesis to them all.Contents内容提要…Chapter I Introduction1.11.1 Background...............1.2 1.2 Previous Studies...................1.3 1.3 Sources and Methodology.......................................1.4 1.4 Overview of Advertising......................3Chapter II Advertising Elements2.1Headline..............................................................................92.1.1 Definition of the Headline.........................2.1.2 Function of the Headline....................................82.2 Body Copy.............82.2.1 Definition of the Body Copy..........92.2.2 Categories in the Body Copy....9122.3.1 Definition of the Slogan.............122.3.2 Syntactic Features of the Slogan...........2.3.2.2 Elliptical Sentences..........2.3.2.3 Interrogative Sentences............................142.3.2.4 Negative Sentences..................Chapter III General Features of Advertising Claim3.1The Weasel Claim.......................3.2 The Unfinished Claim..13.3 The Conclusive Claim........183.4 The Superfluous Claim..............................193.5The“So What'”Claim....3.6 The Vague Claim.….203.7 The Endorsement of Testimonial....20