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论化妆品广告英语的语言特点 [3]

论文作者:佚名论文属性:短文 essay登出时间:2009-03-31编辑:黄丽樱点击率:15999

论文字数:5791论文编号:org200903312213044525语种:中文论文 Chinese地区:中国价格:免费论文

关键词:AdvertisingCosmeticAdvertising EnglishLinguistic Characteristics广告化妆品广告英语语言特点

the socialist market economy system, advertising is becoming more and more active and sophisticated. In 1992, China’s advertising expenditure reached $ 862 million, among the fastest growing countries in Asia. This year with the entry of China into WTO, this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information that all market-oriented industrialized societies need for their economies to function efficiently. 1.2. Definition of Advertising American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Wang 2004: 6). Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising (1985), by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money. “Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identified sponsors through various media”(Cook 1992). Another linguist Bolen defines advertising as a “Paid, non-personal communication through various mass media by business firms, nonprofit organizations, and individuals who are in some way identified in the message and who hope to inform or persuade members of a particular audience” (Ronald and Angela 1997). 1.3. Classifications of Advertising Advertising may be classified by medium (newspaper, magazine, radio, television), by target audience (consumer, industrial, business), by geography (international, national, regional, local), or by its function or purpose (product or non-product, commercial or noncommercial, primary demand or selective demand, direct action or indirect action) (Chen 2003). Because it is difficult to gain access to enough date for English commercials and ads on radio or TV, thus, the subject of this research paper will mainly concentrate on the print advertising. 1.4. Functions of Advertising There are many functions of advertising, including the aspects of information, demand creation, persuasive, get action and goodwill establishment. For every organization and every product or service, advertising tends to fulfill a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three major functions: Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection. Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。
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