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Linguistically, the slogan is firstly palatable. It takes the form of three short sharply defined sentences of 2-3 words each. Each sentence is physically similar in length; it is punchy and memorable. A common technique used by advertisers to encourage viewers to remember messages is to represent them in these terms; so that they are easily read, easily seen; easily interpreted and they convey messages which do not require much effort to decode or to remember. This slogan is effective for these reasons. Linguistically and in terms of the ultimate message which is being conveyed the slogan does not take too long to read and digest; it is friendly and inviting and it promises that the reader will experience beneficial results if they become involved with the website. These promises take a neutral, relaxed tone and this arguably makes them more believable.

The slogan has three stars; one beside each new sentence, punctuating the sentence and drawing the reader's attention to where each sentence begins and ends. Underneath the slogan is a large image with the words 'sign up now' written in bold, large letters, on a luminous background. This conveys a message of immediacy; it implies that 'signing up' is an easy and fast process, which can be completed 'now'. It gives the reader the impression that the website will improve their social lives and will allow them to 'connect with friends'. Framing the personalities of the people who are already members and introducing them as 'friends' to the viewer of the homepage who may be thinking of joining is a clever technique to generate the interest of the reader and to inform them of the neutrality of the site and the benefits which may be in store for them if they take the plunge and 'sign up now'.

Finally, there is the promise that joining the website will allow the reader to express themselves, which is conveyed through the slogan. This is important as it signals that the website is about self representation and self expression as much as it is about socialisation (Indeed the perspective of Holliday, A., Hyde, M. and Kullman J. ((2004) 38) is similar). It therefore conveys a twin promise to the reader; that the person will benefit through acquiring a new prospective network of 'friends' and that it will allow the reader to express their personalities in a neutral, safe and friendly environment. The emphasis however, is on the social aspect of the website, suggesting that the selling point is really about enticing new visitors to the site to attempt to meet new people and make new friends through the site. Linguistically, it is significant that two sentences out of three contain enticements to socialise, whereas just one sentence out of three in the slogan invites the reader to 'express' themselves. It is also significant that the invitation to express oneself comes at the end of the slogan.

Conversely, context and imagery itself is also important, even if they do not of themselves represent generic language. Aitchison and Lewis (2003) show us how this context and the idea of 'silence communication devices which are both extraneous to language are nevertheless important: 'The ideal of good communication..may be presented as universal, but on i本论文由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。