摘要:It fails to account for the fact that face respect is not an unequivocal right. In particular, a mere bow to face acts like a diplomatic declaration of good intentions; it is not in general required that an actor fully satisfies another’s face wants. Secondly, face can be, and routinely is, ignored, not just in cases of social breakdown but also in cases of urgent cooperation, or in the interests of efficiency.
dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also ‘how to say”.
(4). Advertising Media
Media are the means of the dissemination of advertising, including newspapers, magazines, radio, broadcast, TV program, billboards and mails. Newspapers, magazines, broadcast and TV are called four main media of advertising. Moreover, any kind of objects or tools can be a medium for advertisement, such as airplanes, trains, buses, buildings, neon lights, movies, packages, exhibitions. Different kinds of media have different features, disseminating areas, target audience and speeds.
3. Advertising Functions:
What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Manager’s Handbook(2005) points out that an advertisement should have four functions, namely, AIDA, which represents four words—Attention, Interest, Desire, Action.
(1). Attention—a good advertisement should attract the consumer to direct their attention to the product of it.
(2). Interest—the introduction and publicity of an advertisement should arouse consumers’ great interest.
(3). Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.
(4). Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.
4. Features of Advertising
The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kinds of language. In the development of advertising English, this kind of language has formed its own features in several aspects. Its features include minor clauses and personification.
(1)Minor Clause
Minor clauses have simple elements, which could lay stress on key words. It could not only reduce the length of advertisement and costs of advertising, but also disseminate information more effectively.
(2) Personification
Personification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers.
5. Principle of logo writing
(1) Conciseness
The logos of an advertisement should be concise, normally no more than 10 words.
(2) Advantages and reader’s interest
(3) Stimulation
The logo should be stimulating to the readers who will then take actions of purchase.
III. Imperative clauses in English adverting
Now that we know much about advertising, we should use special means to express advertising in order to make the aims full. My
essay pays much attention to its linguistic forms of imperative clauses.
People change their roles in social. However they change, one of the purposes is to set up certain relationship. For example, we offer or ask for some information. Advertising language also serves this purpose. The businessmen usually n
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