Advertising Language.docx

Advertising Language.docx

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AdvertisingLanguage

Englishmajor

Juniorclass3

June13,2011

AmericanAdvertisingLanguage

ShangraoNormalUniversity

ForeignLanguageStudiesDepartment

Shangrao,JiangxiProvince,CHINA

虞卉SheilaYu

08050329

TableofContents

Ⅰ.TitlePage

Ⅱ.Contents

Ⅲ.Thesiscontent

1.1Abstract.............................................................................................................................2

2.1Introduction.......................................................................................................................3

3.1Maincontent.....................................................................................................................4-19

3.2BriefIntroductionofAdvertising......................................................................................4-8

3.2.1DefinitionofAdvertising............................................................................................4-5

3.2.2ComponentsofAdvertising........................................................................................5-7

3.2.3FunctionsofAdvertising.............................................................................................7-8

3.3AmericanAdvertising........................................................................................................8-9

3.3.1HistoryofAmericanAdvertising..................................................................................8

3.3.2ClassificationsofAdvertising......................................................................................8-9

3.4AdvertisingLanguage.........................................................................................................9-17

3.4.1RelationshipbetweenAdsandAdvertisingLanguage.............................................9

3.4.2FeaturesofAdvertisingLanguage.........................................................................10-17

3.4.2.1LexicalCharacteristics..................................................................................10-14

3.4.2.2SyntacticalCharacteristics............................................................................14-17

4.1Results................................................................................................................................18

5.1Conclusions.........................................................................................................................19

Ⅳ.ChartsandFigures

Fig.1DefinitionofAdvertising...............................................................................................20

Fig.2ComponentsofAdvertising...........................................................................................21

Fig.3FunctionsofAdvertising................................................................................................22

Fig.4FeaturesofAdvertisingLanguage..................................................................................23

Ⅴ.ReferenceandCitations.......................................................................................24

VI.Library...................................................................................................................24

VII.Internet.................................................................................................................24

1.1Abstract

Inmypaper,Americanadvertisinglanguagewillbediscussedandthemaincontentwillfocusontheanalysisofitsfeatures.Atfirst,therewillbeabriefintroductionofadvertising,includingitsdefinition,componentsandfunctions.AfterthatthehistoryofAmericanadvertisingwillbepresentedconciselyandtheclassificationsofadvertisingwillbesummeduptoo.Moreover,thefollowingcontentwillputemphasisonanalysingthefeaturesofadvertisinglanguage,includinglexicalcharacteristicsandsyntacticalcharacteristics.Finally,therewillbeaconclusionaboutthefurtherdevelopmentandprofoundinfluencesofadvertisinglanguageinthefuture.

2.1Introduction

Atthefirstpartofmypaper,thereisabriefintroductionofadvertising.Howitisdefinedandthecomponentsthatmakeupanadvertisement.Thefunctionsofadvertisingaredescribetoo.

Atthesecondpart,Americanadvertisinghistoryisstatedconciselyatfirst.Thecontentfollowingitisabouttheclassificationsofadvertisingandthemainmediathatareusedtoadvertise.

Atthethirdpart,therelationshipbetweenadsandadvertisinglanguageareexplained.Afterthattheuniquefeaturesofadvertisinglanguagearehighlightedandsomerelevantexamplesaregiveninthepaper.

Atthelastpart,bothresultsandconclusionsarepresented.

3.1MainContent

Nowadayswhatisnecessarytoasuccessfulbusiness?

Ofcourse,theanswerisgoodadvertising.Anexcellentadvertisementcanbringhugeprofittotheproducersandestablishahighreputationforthegroup,enterpriseorindividual.Asmasscommunicationdevelopsquickly,advertisementsbecomewide-spreaded.Itissafetosaythatwheretherearepeoplethereareadvertisements.

3.2BriefIntroductionofAdvertising

3.2.1DefinitionofAdvertising

Alongthetimesgoes,themeaningofadvertisingischanging.Butinwhichwayonearththemodernadvertisingisdefined?

AccordingtoMcCannEricksonInc.,theadvertisingagencythatdevelopsCoca-Cola’snationalcampaigns,advertisingis“truthwelltold.”ThisphilosophyisechoedbyCoke’svicepresidentofadvertising,WilliamSharp,whosaysthatacommercialforCoca-Colashouldhavethepropertiesoftheproductitself.

Coke’sadvertisingshouldbeapleasurableexperience,refreshingtowatchandpleasanttolistento.Itshouldreflectqualitybybeingquality.Anditshouldmakeyousay,IwishI’dbeenthere,IwishIhadbeendrinkingCokewiththesepeople.

That’swhatadvertisingistoCoca-Cola.Butcanthesamebesaidforotherproductsandservicesinthemarketplacetoday?

AlbertLasker,whohasbeencalledthefatherofmodernadvertising,saidthatadvertisingis“salesmanshipinprint.”Thatmaywellbe.Buthegaveusthatdefinitionlongbeforetheadventofradioandtelevisionandatatimewhenthenatureandscopeofadvertisingwereconsiderablydifferentfromwhattheyarenow.

Thedefinitionsofadvertisingaremanyandvaried.Itmaybedefinedasacommunicationprocess,amarketingprocess,aneconomicandsocialprocess,apublicrelationsprocess,oraninformationandpersuasionprocess,dependingonthepointofview.

Thispapershallusethefollowingdefinitionofadvertising:

Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.

3.2.2ComponentsofAdvertising

Accordingtothedefinitionofadvertising,mostoftheadvertisementsshouldhavefollowingcomponents:

（1）TheNon-personalCommunicationofInformation

Advertisingisnotaimedatanyindividual,orbyanyindividual.It’sanon-personaltransmissionofinformationaimingatthepublicoracertaingroupofpeople.Becauseofthenon-personalfeaturesofadvertising,thedisseminationandoperationofitshouldberestrictedbythelawofacountry,themoralstandards,psychology,zoology,andenvironmentofprotection.Theinformation,methods,media,andothercomponentsofadvertisingshouldabidebytheadvertisinglaws,policiesandrules,andshouldbeunderthesupervisionofthepublic.

（2）UsuallyPaid-for

Theadvertisingfeesarepaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewpeoplewhoconsiderthattoomuchadvertisingfeewillinevitablyraisethepriceandcostoftheproduct,andtherebywillinfluencethesaleoftheproduct.However,thisconclusionisaone-sidedview.Advertisingcanbringyouahugeprofitbyreasonableplanningandproperoperation.

（3）PersuasiveinNatureaboutProducts,ServiceorIdeas

Advertisinginformationistheprinciplecontentsanadvertisementwantstodisseminate.Advertisingisaseriousofplanningaction,sotheinformationofadvertisingshouldbeaimedatthecertaintargetmarketandconsumers,andshouldavoidaimlessness.Thedisseminationofinformationshouldbeaccurate,definite,recognizableandmoderateinlength.Aneffectiveadvertisementinvolvesnotonly“whattosay”,butalso“howtosay”.

（4）ByIdentifiedSponsors

Theadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginformation.Thespecificownershouldbearecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.

（5）ThroughtheVariousMedia

Mediaarethemeansofthedisseminationofadvertising,includingnewspaper,magazine,broadcast,TVprogram,billboardandmail.Thenewspaper,magazine,broadcastTVandInternetarecalledthefivemainmediaofadvertising.Moreover,anykindofobjectsortoolscanbeamediumfortheadvertisement,suchasairplane,train,bus,building,neonlight,movie,package,exhibition,andetc.

3.2.3FunctionsofAdvertising

Thefunctionofadvertisingshouldbeasfollows:

（a）toidentifyproductsanddifferentiatethemfromothers;（b）tocommunicateinformationabouttheproduct,itsfeatures,anditslocationofsale;（c）toinduceconsumerstotrynewproductsandtosuggestreuse;（d）simulatingthedistributionofaproduct;（e）tobuildbrandpreferenceand,andloyalty.

Generallyt