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Context and The Choice of Imperative forms in Advertising

论文作者:英语论文网论文属性:课程作业 Coursework登出时间:2014-05-18编辑:hynh1021点击率:10073

论文字数:5474论文编号:org201405081749449732语种:英语 English地区:中国价格:免费论文

关键词:ContextThe ChoiceImperativeAdvertising广告

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.

I. introduction and research background
    advertising has become part of people’s life. So there are many studies on it. For example,
Zha (2003) wrote a work named “context and the choice of imperative forms in advertising”. However, there is no person relating advertising to face. My work is written in a new way. It studies the relationships between advertising, imperative clauses and face. Face is a concept in pragmatics, important for interpersonal in communication.

II. Advertising
1. Definition
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, 2005). Today, with the development of the technology and the diversification of the mass media, advertising is influencing us pervasively in our daily life. However, whatever the primary strategies advertising takes, language is the main carrier of message, as The Language of Advertising, by Vestergaard & Schroder(1998), 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 they will by it with their money.

2. Advertising Components
     According to the definition of the advertising, most of the advertisements should have the following components
(1). Advertiser
   The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporations, enterprises, government, organization and individuals. There are three significances in terms of advertiser (both for the advertiser himself, and for the public). Firstly, it’s easy for the target audience to recognize the company and its products, which will promote the publicity and the sales of its products; secondly, it will establish a high reputation for the group, enterprise, or the individuals in order that the consumers will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervisions.
(2). A certain amount of money paid
   The advertising fees are paid by the advertiser whether it’s operated by itself or another agency. Because advertising is a kind of marketing action, the advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fees will inevitably raise the prices and costs of the products, and thereby will influence the sales of the products. However, this conclusion is one-sided. Advertising can bring people a huge profit by reasonable planning and proper operations.
(3). Advertising Information
Advertising information is the principal content an advertisement wants to disseminate. Advertising is a series of planning actions, so the information of advertising should aim at certain target markets and consumers, and should avoid aimlessness. The 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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