广告英语的语言特色 [4]
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关键词:广告广告英语语言特点AdvertisingAdvertising EnglishLinguistic Features
ertisement should try to persuade the potential customers to buy the new product. (Bolen 6) The persuasive function is not only limited to attracting the potential customer into buying a certain object, but also including the selling of services, ideas, norms and values.
To summarize, we would get the idea that firstly advertising is a communication process. Secondly, at least a medium is used. Thirdly, this communication process has a definite purpose to convince the target audience. The above three characteristics suggest advertising is closely connected with the society, employing its media, interconnecting with its people and guiding their buying habit. Also in achieving the advertising effect, the advertising language should be vivid and attractive, whose linguistic characteristics would be covered in the Chapter 3.
Chapter 2 Theoretical Background
2.1 Advertisement
2.1.1 Definition and Goal
Advertising is the paid, impersonal communication of information about products or ideas by an identified sponsor through mass media in an effort to persuade or influence behavior. Not all advertising is alike. Advertisements differ depending on who the message is intended for, where the advertisement is shown, which media are used, and what the advertiser wants to accomplish.(see Table 2.1)
Table 2.1
Advertising can be classified in four ways: by target, geographic area, media used, and purpose.
By Target By Geographic Area By Media Used By Purpose
Audience
Consumer
Business:
Industrial
Trade Professional
Agriculture International
National
Regional
Local Print:
Newspaper
Magazine
Electronic:
Radio
Television
Internet
Out-of-home:
Outdoor
Transit
Direct mail
Directories
Other media Productive or nonproductive
Commercial or noncommercial
Primary demand or selective demand
Direct action or indirect action
The purpose of copywriting is to persuade or remind people to take some action to satisfy a need or want. But first people need to be made aware of the problem or, if the problem is obvious, of a solution. To create awareness, the copywriter must first get people’s attention—for example, by using large type and provocative visuals. Next, the copywriter must stimulate the prospect’s interest in the product and build credibility for the product claims. Then the copywriter focuses on generating desire and finally on stimulating action. These five aspects should be present in every advertisement or commercial.
Here is the advertising pyramid.
2.1.2 Elements of an Advertisement
As one will see, any advertisement is made up of several elements. Most advertisements used all of them. They include the headline or display line; the illustration; the body copy or text; the theme line or slogan, trade character, seal, and other marks; and the logotype or signature. Each will be considered in some detail below.
(1)Headlines
The headline or display line appears in most advertisements for several reasons. First, it is an attention-getting device; secondly, it also selects an audience by appealing to a specific group, as this line dose: Arthritics reduce painful inflammation and get stomach upset protection. (An ad for medicine) Finally, it is the key factor in getting people to read the body copy.
(2)Illustration
In addition to headlines, most advertisements contain illustrations. The illustration like the headline, attracts attention, selects the audience, and stimulates interest in bo
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