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毕业论文〔设计)1.IntroductionModern society is informative.As a means of transmitting information,advertising has become an indispensable part to people's life.With the development ofeconomy,advertisements seem to have pervaded every corner of social life.Whetheryou are in a street,a bus,a supermarket,or a cinema or you are watching television,listening to radio,reading a newspaper or magazine,advertisements like unexpectedguests are suddenly in sight of you.According to Webster's Third New InternationalDictionary (1961),advertising is the activity of calling something to the attention ofthe public,especially by paid announcement.Moreover,Wei Qin(1986:86)mentionsthat advertisement is a cultural product which is the reflection of people's concepts onphilosophy and value,aesthetic taste,model of mentality,custom and habit,socialsystem,religion.However,as for any type of advertising,its transmission depends largely uponlanguage.According to Verschueren's Linguistic Adoptation Theory,the process ofusing language consist of"the continuous making of linguistic choices,consciously orunconsciously,for language-internal (i.e.structure)and/or language-external reasons"(Verscheren 1999:55-56).Advertising language has a specific purpose,i.e.to bring aspecific response in the audiences.Therefore,lots of linguists have conducted a studyof advertising language.Chen Bin said,"Advertising translation is different fromother translations,it also has the emotional transmission function apart from itslanguage feature and expressive style."(1975:76)Advertising language distinguishes-2-