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AStudyonPersuasivenessofAdvertisingLanguage.doc

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AStudyonPersuasivenessofAdvertisingLanguage Introduction Advertisinglanguageisaspecialkindofcommunicationform,aimingtodrawtheconsumers’attentioninatwinkling.Ithasbeenthesubjectofstudiesindifferentfieldsoflinguistics.Althoughscholarshavemadegreatcontributionsinthestudyofadvertisingfromtheperspectiveofsemioticsandlinguistics,thereisstillsomeroomleftforimprovement. Aswillbefullydiscussedinthepartofliteraturereview,previousscholarsoftenconsideradvertisingasaformofcommunication,whichconveysamessage,anditisthismessagethatinfluencesorpersuadestheaudience.Theirapproachiseitherasemioticapproachorasolelypragmaticapproach,thatis,thesescholarseitherinvestigatehowthecopywriterencodesthepersuasivemessageortheysimplyfocusonhowtheaudiencedecodesthepersuasivemessage. Inlightoftheabove,thispaperaimstofurtherstrengthentheuselessnessofadvertisinglanguage,andactivelylearnfromtheadvertisingcommunicationandotheraspectsoftheoriesandknowledgetoenrichtheresearchtoexpandtheadvertisinglanguage,andstrivetobetterplaytheguidingroleofthepracticeareas.Articlesshouldpayattentiontothecollectionandanalysisofmodernslogancases,discoursethepersuasivefunctionofadvertisinglanguageandthedifficultiesandskillsofpersuasion,andstrivetoexplorethelawsandstrategieswhichcaneffectivelyconvincetheaudience,basingonabsorbingthefoundingoffathers’researchresults. Thispaperdiffersfrompreviousstudiesonthepersuasionofadvertisinglanguage.Firstly,itintroduceswhatisadvertisementandadvertisinglanguage,sothatreadershaveaninitialunderstandingoftheadvertisement.Thenanalyzethetwomainfactorswhichimpacttheadvertisement:thesubjectivefactorandobjectivefactor,andanalyzethedifficultlyofpersuasioninadvertisinglanguage.Finally,introducehowtheadvertisinglanguagetopersuadefromthedigitaluse,benefitenticementandemotionalpersuasion. 1AdvertisementandAdvertisingLanguage 1.1Advertisement:aKindofPersuasion Thedefinitionofadvertisementhastwodifferentways:thegeneralizedoneandthenarrowone.Thegeneralizedadvertisementisalltheadvertisingactivities.Itin