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1、7.ClassificationofAdvertisingTheword"advertising"isoftenprecededbyanadjectivethatindicatesthekindofadvertisingbeingdiscussed.Advertisingcanbeclassifiedbyfourmaincriteria:targetaudience,geographicarea,medium,andpurpose.Theseclassificationsareshowedasfollows(Tanaka,K.,1994):ByTargetaudi
2、enceConsumerAdvertisingBusinessAdvertisingProfessionalAdvertisingTradeAdvertisingAgriculturalAdvertisingByGeographicAreasInternationalAdvertisingNationalAdvertisingRegionalAdvertisingLocalAdvertisingByMediumPrintAdvertisingNewspaperMagazineBroadcastAdvertisingTelevisionRadioOut-of-hom
3、eAdvertisingOutdoor(billboard)TransitDirect-mailAdvertisingByPurposeProductAdvertisingNon-productAdvertisingCommercialAdvertising’Non-commercialAdvertisingActionAdvertisingAwarenessAdvertisingAdvertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.Itistheprimaryvehiclef
4、orpresentingmessagestoconsumers;itisoneofthetoolsadvertisersusetoattractthetargetaudience'sattention;itiscrucialtothereasoningprocessbymeansofwhichconsumerscometoyieldtoadvertisers'messages;anditplaysanimportantroleinfacilitatingtheconsumer'smemoryofthedesirabilityoftheproductorservic
5、ebeingpromoted.Here,thethesiswillrestrictitsdiscussiontotheEnglishlanguage.Languageisusedbypeopletoconveyinformation,tocommunicateideasand,inaword,tocarryoutsocialcommunication.Thisverbalcommunicationisachievedingivensituations,inparticularways,withcertainpeopleandforsomespecificpurpo
6、ses.Differentcommunicativesituations,ways,targetaudiencesandpurposescallfordifferentchoicesofdictionandexpressionsoflanguage.Thisleadstodifferentvarietiesoflanguage.Thevarietymotivatedbyacertainfunctioniscalled"style".Englishforadvertising,thus,fallsintothiscategory.2.OverallFeatureso
7、fEnglishforAdvertisingAdvertisinglanguagebelongsto"loadedlanguage",whichhasstrong"persuasivepower"(Geis,MichaelL.,1982).Itsprimaryaimistoattractourattentionanddisposeusfavorablytowardstheproductorserviceonsale.Advertisersuselanguagequitedistinctively:therearecertainlyadvantagesinmakin
8、gbiza