Advertising Language.docx

1、Advertising LanguageEnglish majorJunior class 3June 13, 2011 American Advertising Language Shangrao Normal University Foreign Language Studies Department Shangrao,Jiangxi Province,CHINA虞 卉 Sheila Yu08050329 Table of Contents.Title Page.Contents.Thesis content 1.1 Abstract.2 2.1 Introduction.3 3.1 Ma

2、in content. 4-19 3.2 Brief Introduction of Advertising.4-8 3.2.1 Definition of Advertising.4-5 3.2.2 Components of Advertising.5-7 3.2.3 Functions of Advertising.7-8 3.3 American Advertising .8-9 3.3.1 History of American Advertising.8 3.3.2 Classifications of Advertising. 8-9 3.4 Advertising Langua

3、ge.9-17 3.4.1 Relationship between Ads and Advertising Language.9 3.4.2 Features of Advertising Language.10-17 3.4.2.1 Lexical Characteristics.10-14 3.4.2.2 Syntactical Characteristics.14-17 4.1 Results.18 5.1 Conclusions.19.Charts and Figures Fig.1 Definition of Advertising.20 Fig.2 Components of A

4、dvertising.21 Fig.3 Functions of Advertising.22 Fig.4 Features of Advertising Language.23.Reference and Citations.24VI.Library.24VII.Internet.241.1 Abstract In my paper,American advertising language will be discussed and the main content will focus on the analysis of its features.At first,there will

5、 be a brief introduction of advertising,including its definition,components and functions.After that the history of American advertising will be presented concisely and the classifications of advertising will be summed up too.Moreover,the following content will put emphasis on analysing the features

6、 of advertising language,including lexical characteristics and syntactical characteristics.Finally,there will be a conclusion about the further development and profound influences of advertising language in the future. 2.1 Introduction At the first part of my paper,there is a brief introduction of a

7、dvertising.How it is defined and the components that make up an advertisement.The functions of advertising are describe too. At the second part,American advertising history is stated concisely at first.The content following it is about the classifications of advertising and the main media that are u

8、sed to advertise. At the third part,the relationship between ads and advertising language are explained.After that the unique features of advertising language are highlighted and some relevant examples are given in the paper. At the last part,both results and conclusions are presented.3.1 Main Conte

9、ntNowadays what is necessary to a successful business?Of course,the answer is good advertising.An excellent advertisement can bring huge profit to the producers and establish a high reputation for the group,enterprise or individual.As mass communication develops quickly,advertisements become wide-sp

10、readed.It is safe to say that where there are people there are advertisements.3.2 Brief Introduction of Advertising 3.2.1 Definition of Advertising Along the times goes, the meaning of advertising is changing. But in which way on earth the modern advertising is defined? According to McCann Erickson

11、Inc., the advertising agency that develops Coca-Colas national campaigns, advertising is “truth well told.” This philosophy is echoed by Cokes vice president of advertising, William Sharp, who says that a commercial for Coca-Cola should have the properties of the product itself. Cokes advertising sh

12、ould be a pleasurable experience, refreshing to watch and pleasant to listen to. It should reflect quality by being quality. And it should make you say, I wish Id been there, I wish I had been drinking Coke with these people. Thats what advertising is to Coca-Cola. But can the same be said for other

13、 products and services in the marketplace today? Albert Lasker, who has been called the father of modern advertising, said that advertising is “salesmanship in print.”That may well be. But he gave us that definition long before the advent of radio and television and at a time when the nature and sco

14、pe of advertising were considerably different from what they are now. The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process, depending

15、 on the point of view. This paper shall use the following definition of advertising:Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. 3.2.2 Components of A

16、dvertising According to the definition of advertising,most of the advertisements should have following components: （1）The Non-personal Communication of InformationAdvertising is not aimed at any individual, or by any individual. Its a non-personal transmission of information aiming at the public or

17、a certain group of people. Because of the non-personal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment of protection. The information, methods, media, and other components of advert

18、ising should abide by the advertising laws, policies and rules, and should be under the supervision of the public. （2）Usually Paid-for The 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 ha

19、s to pay for its advertisement. There are quite a few people who consider that too much advertising fee will 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 b

20、y reasonable planning and proper operation. （3）Persuasive in Nature about Products,Service or Ideas Advertising information is the principle contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain t

21、arget market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also “how to say”. （4）By Identified Sponsors The advertiser is the sender of i

22、nformation 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

23、recognizable group, including corporation, enterprise, government, organization and individual. （5）Through the Various Media Media are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast TV and In

24、ternet are called the five 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. 3.2.3 Functions of Advertising The function of advertising should be as follows

25、: (a) to identify products and differentiate them from others;(b) to communicate information about the product, its features, and its location of sale;(c) to induce consumers to try new products and to suggest reuse;(d) simulating the distribution of a product; (e) to build brand preference and, and loyalty. Generally t