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1、The Features of Advertising LanguageAnalysis of Advertising English Through Classification I. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about
2、 products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is th
3、e main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, 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 p
4、ersuade you of the merits of a particular product or service, in order that you will take out some of your money.2. Advertising Components:According to the definition of the advertising, most of the advertisements should have the following components:(1). AdvertiserThe advertiser is the sender of in
5、formation 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 r
6、ecognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to recognize the company and the products of it, which wil
7、l promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervision.(2). A ce
8、rtain amount of money paidThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will
9、inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3). Advertising InformationAdvertising information is the princi
10、pal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and
11、 moderate in length. An effective advertisement involves not only “what to say”, but also how to say”. (4). Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV ar
12、e called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, disseminating area, target audience an
13、d speed.(5). NonpersonalAdvertising is not aimed at any individual, or by any individual. Its a nonpersonal transmission of information aiming at the public or a certain group of people. Because of the nonpersonal features of advertising, the dissemination and operation of it should be restricted by
14、 the law of a country, the moral standards, psychology, zoology, and environment protection. The information, methods, media, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public.All of these components are mu
15、tual features and essential elements of every advertisement. 3. Advertising Functions:What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Managers Handbook points out that an advertisement should have four functions: AIDA, which r
16、epresent four wordsAttention, Interest, Desire, Action. (1). Attentiona good advertisement should attract the consumer to direct their attention to the product of it.(2). Interestthe introduction and publicity of an advertisement should arouse consumers great interest.(3). Desirethe publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this product is just what they want.(4). Actionthe a
