广告英语的特征

the features of advertising languageanalysis of advertising English through class ificationI. An introduction to Advertising1.Definition:美国营销协会Defines advertising as the non-personal communication s of information usually paid for and uustoday，With the development of the technology and the diversity of the mass media，advertising has influenced us pervasively in our daily lilyadvertising language is a style of immediate impact and rapid persuasion。the point of an adve Rtisement is to persuade you of the merits of a particular product or service，in order that you will take out some of your money2.Advertising Components:according to the definition of the advertising，most of the advertisement s should have the following components 3360(1)。Advertiserthe advertiser is the sender of information and all the advertising activities should be consistent with the purpose and wilningness of the advertisingTherefore，the advertiser is the main body of advertising，namely，Every advertisement should have its specific owner of the advertisionthe specific owner should be a recognizeable group，Including corporation，enterprise，government，Organization and individusSecondly，it will establish a high reputation for the group，enterprise，or the individual in order that the consumer will trust the brantFinally，it will prevent the advertiser from counter feit ing and deceiving by legal supervision。(2)。a cerain amount of money paidthe advertising fees are paid by the advertiser no matter it s 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 inevittably raise the pric E and cost of the product，and thereby willhowever，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 principal contents an advertisement wants to dissemiinate . advertising is a serious of planning action，So thean effective advertisement invoies not only what to say ，but also how to say 。(4)。Advertising Mediamedia are the means of the disseination of advertising、including newpaper、magazine、broadcast、TV program、billboard andthe newpaper，Magazine，broadcast and TV are called the four main media of advertising。moreover、Anykind of objects or tools包括be a medium for the advertisement、such as airpplane、train、bus、building和neon lightdifferent kinds of media have different features，disseming area，target audience and speed。(5)。Nonpersonaladvertising is not aimed at any individual，Or by any individual . it s a non personal transmission of information aiming at the public Or a certividualall of these components are mutual features and essential elements of every advertisement .3.Advertising Functions:what kind of advertisement is successful？and what features a success ful advertisement should possess？American marketing manager s handbook points out that an advertisement should have four functions 3360 AIDA，which represent four words(1)。attentiona good advertisement should attract the consumer to direct their attention to the product of it。(2)。interest-the introduction and publicity of an advertisement should armouse consumers great interest .(3)。desirethe publicity of advertising should stimugate consumers desire to buy the product，and make them realize that this product is(4)。action-the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing。二.Features of Advertisingthe wide use of advertising has created a special style of Englishadvertising English . its unique features，Simple language and immense and immensein the development of advertising English，this kind of language has formed its own features in several aspects。1.English morphology in advertisingas a means to dissemiinate information、advertising English must be compact、vivi、visual、emotional and attractive。therefore，morphology in advertising is quite different from common English。(1)。Simple and informalthe function of advertising is to provide i