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 论文编号：
lw200801172123184268 |
| 论文属性：
dissertation |
| 论文语言：English |
| 论文国家：China |
| 登出日期： 2008-01-17 |
| 字数： 3000 |
| 源程序：
无 |
| 价格：
免费论文 |
| 注明： |
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| 论文大纲，目录 |
| 关键词搜索：ANALYSIS LANGUAGE FEATURES ENGLISH ADVERTISEMENTS |
y. Therefore, if the advertiser hasn’t done some selling in the headline, he has wasted the greatest percent of his money. So it might be suggested that advertisers should not be afraid of long headlines.
A headline has numerous functions. First of all, the headline must attract attention to the advertisement fast. It should take only a few seconds to capture the reader’s attention. Otherwise, the entire message may be lost. A headline also selects the reader, that is, it tells whether the advertisement’s subject matter interests the reader. The idea is to engage and involve the reader, suggesting a reason to read the rest of the advertisement. Therefore, the headline is the most important in an advertisement.
Generally, we can classify effective advertising headlines into five basic categories: benefit headline, provocative headline, news/information headline, question headline, and command headline.
Benefit headlines make a direct promise to the reader. News/information headlines include many of the how-to headlines and headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information. Provocative headlines are used to provoke the reader’s curiosity. To learn more, the reader must read the body copy. A question headline will pique the reader’s curiosity and imagination by asking a question that the reader is interested in. A command headline orders the reader to do something. It motivates the r英语论文网 【http://www.51lunwen.org】eader through fear or emotion or because the reader understands the inherent correctness of the command
3.2.2 Comparison of headlines of different types of advertisements
Table 4 tells which type of headline is most used in a certain type of advertisements.
Table 4 Comparison of headline s in three types of advertisements
Benefit
Headline
News/Infor
headline
Provocative
Headline
Question
Headline
Command
Headline
Daily
Consumer
Goods
15%
25%
15%
40%
5%
Technical
Equipment
10%
30%
30%
25%
5%
Service
35%
10%
40%
10%
5%
Why question headlines are more frequently used in daily consumer goods ads? American sociolinguist Daniel N. Maltz (方薇, 1997:144) concluded through study that women tend to ask questions. They have ubiquitous curiosity. So the women-targeting ads, daily consumer goods ads, cleverly employ question headlines to cater to women’s curiosity. The question can be what women care, such as “ Which of these continental quilt patterns will suit your bedroom best?”; or what women seldom think of, such as “Hear the one about the comedian who never drank milk?”. No matter what kind of question, it will arouse women’s interest effectively.
Accordin
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