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1、TheFeaturesofAdvertisingLanguageAnalysisofAdvertisingEnglishThroughClassificationI.AnintroductiontoAdvertising1.Definition:AmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinna
2、tureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthepromotivestrategiesadvertisingtakes,lan
3、guageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergaard&Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementi
4、stopersuadeyouofthemeritsofaparticularproductorservice,inorderthatyouwilltakeoutsomeofyourmoney.2.AdvertisingComponents:Accordingtothedefinitionoftheadvertising,mostoftheadvertisementsshouldhavethefollowingcomponents:(1).AdvertiserTheadvertiseristhesendero
5、finformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginformation.Thespecificownershouldb
6、earecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.Therearethreesignificancesofanadvertiser(bothfortheadvertiserthemselves,andforthepublic):firstly,it’seasyforthetargetaudiencetorecognizethecompanyandtheproductsofit,wh
7、ichwillpromotethepropagandasandthesaleofitsproducts;secondly,itwillestablishahighreputationforthegroup,enterprise,ortheindividualinorderthattheconsumerwilltrustthebrand;finally,itwillpreventtheadvertiserfromcounterfeitinganddeceivingbylegalsupervision.(2).
8、AcertainamountofmoneypaidTheadvertisingfeesarepaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewp
