’s the rule of all the advertisements. I also notice that only 10% of those advertisements include their advertiser’s brand, which shows that the public interest advertisements do not aim to propaganda any company or organization. Straight-line body copy is the most frequently used form—which is 50% of the 20 ads. 75% of those ads have used imperative sentences. Most of these sentences are urging readers to take action immediately for others or social ethics. All these data shows the fact that public interest advertising does not please readers by beautiful words or original ideas, but touch them through true feelings.
Conclusion
Advertising language as a special kind of language is very different from common language. It has its own features in morphology, syntax, and rhetorical devices. Simple and attractive are two general features of advertising English. Because there are different types of advertisements, and they are differed in the way of writing according to their target audience, the product or other aspects. Therefore, 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. In the statistics of four groups of advertisements I find that: consumer advertising uses the widest range of forms and devices, whose main task is to attract readers and urge them to buy the product; business advertising, on the contrary, needn’t put much effort in attracting its readers, its words are more practical; service advertising has the similar feature as consumer advertising in the use of words, but the former describes more about its product in some imaginable way; public interest advertising is a nonprofit action, which however still needs to attract readers’ attention, tries to strike the reader in emotional way and urges them to take action immediately.
赵静,ed., 广告英语 (Beijing, Foreign Language Teaching and Research Press, 1992) 1.
宁建新 and 陈观亚,eds., 实用广告英语 (Henan Province, People’s Press of Henan, 1997) 4.
Ibid., 5.
Ibid., 6.
Ibid., 8.
Ibid., 9.
Ibid., 15.
Time, 18 Feb.(2002): 3.
NewYork, 25 Feb.(2002): 15.
Time, 18 Feb.(2002): 56.
Fortune, 2 Mar.(1998): 25.
Ibid., 105.
魏玉杰,ed., 英语广告手册 (机械工业出版社,1995) 46.
Fortune, 2 Mar.(1998): 49.
魏玉杰,ed., 英语广告手册 (机械工业出版社,1995) 48.
Time, 18 Feb.(2002): 39.
NewYork, 25 Feb.(2002): 89.
魏玉杰,ed., 英语广告手册 (机械工业出版社,1995) 119.
Ibid., 62.
Ibid., 55.
赵静,ed., 广告英语, 78.
Ibid., 281.
Bibliography:
赵静,《广告英语》. Beijing, Foreign Language Teaching and Research Press, 1992
魏玉杰,《英语广告手册》. 机械工业出版社,1995
Hu Zhiwei and Wu Keming, An Anthology of Selected English Advertisements. Beijing University Press, 1999
Ning Jianxin and Chen Guanya, English for Advertising. Henan People’s Press, 1997
【日】植条则夫 余纯麟 余振伟 译,《广告文稿策略———策划,创意与表现》 复旦大学出版社 1999
Time, 18 Feb.(2002)
NewYork, 25 Feb
Fortune, 2 Mar.(1998)
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