The Features of Advertising Language [6]
论文作者:None论文属性:硕士毕业论文 dissertation登出时间:2008-01-17编辑:点击率:24554
论文字数:2000论文编号:org200801172142535469语种:英语 English地区:中国价格:免费论文
关键词:FeaturesAdvertising Language
re, news headlines could attract consumers’ attention better.
Introducing Renunt Freshell, The New wave in Air Fresheners.
(3). Information headlines
Example: Datsun saves about a gallon of gasoline a day.
(4). Emotional headlines
Example: Soft shoes for hard world.
(5). Curiosity headlines
Example: Saturday night On Sunday Morning.
2. Body copy
After their attention has been attracted to the advertisement by headline, the readers will move to the body copy, which is the main part of advertising information, to find something useful. Whether an advertisement has met the consumers’ requirement, satisfied their desire, and stimulated them to take action are the factors to judge a good advertisement.
There are 5 kinds of body copy writing.
(1). Straight-line Copy
This kind of body copy is to objectively state the features and advantages of the product.
(2). Question Copy
Question copy is to use a serious of questions in the beginning of the advertisement, and then give positive answers to each question. Moreover, all of these answers are just the good points or advantages of the product.
(3). Narrative Copy
This body copy is to introduce a product by telling a story, which will obviously increase the interest and attraction of the advertisement.
(4). Extend Knowledge Copy
This form of advertisement is to state the scientific knowledge that is correlative to the information of the product. The consumer will feel the product is creditable and advanced.
(5). Testimonial Copy
Testimonial copy is to make up a speaker, or take out a real witness to judge and praise the product.
(6). Similar Copy
Similar copy is to compare the product with other brand of product, which will make the strength of the product more prominent.
3. Slogan
Slogan, which is also known as taglines, shares some similarities with headline, because some slogans come from successful headlines. Explicit, refined and inflammatory are the features of slogan.
The principle of slogan writing is:
(1). Briefly
The slogan of an advertisement should be brief. Normally no more than 10 words.
(2). Point out the advantages and arouse the readers’ interest
(3). Inflammatory
The slogan should be inflammatory to urge the readers take action.
VI. Classification of Advertisements
By using the above principles and forms of writing advertisement, we could easily find a way, which we believe is the best one, to write an advertisement. The headline may be attractive, the body copy may be persuasive, and the slogan may be memorable. All the details are perfect in linguistic direction. However, the result may not be well pleasing. But why? One answer is that we may have forgotten which kind of target audience we are pleasing, or what kind of product we are selling. The process of finding a proper position for advertisements is classification. We must analyze the features of different kinds of advertisements, in order to find a proper position for our own advertisement, and choose methods fit it best.
The advertisements can be classified into four groups by factors as target audience, functions, and product types. The four groups are Consumer Advertising, Business Advertising, Service Advertising, and Public Interest Advertising. There will be 20 advertisements chosen at random from newspapers, magazines, and other advertising books, for each group to help the analyses.
1. Consumer Advertising
Most television, radio, newspaper and magazine ads are consumer adver
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