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论文大纲，目录 |
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Interest Advertising
The general objective of public interest advertising is to inform, persuade, or remind people about the particular idea, cause, or philosophy being advertised. This kind of advertising is often used by nonbusiness institutions, such as schools, hospitals and charitable organizations. We also see advertising by associations. In addition, we witness millions of dollars worth of advertising placed by government organizations. Much government advertising announces the availability of such valuable government services as consumer assistance, welfare aid, or career guidance. However, with the resource available to it, government can also use advertising techniques for propaganda purposes. Many state governments use advertising to attract new businesses, tourists, or workers to aid their economy.
Because of the fact that public interest advertising is nonprofit, the words it uses are much more different from the other 3 kinds of advertising. Its purpose is not to urge readers to spend their money, but to disseminate a kind of concept or advocate a social ethic. The headline of public interest advertising also acts as a role of attraction. The average words of them are 10.6, and most of them are curiosity headlines (60%) and emotional headlines (30%). We can know from the statistics that attracting the reader is still a main task for the headline of public interest advertising, because only when the readers feel the advertising will benefit them (no matter phys无忧论文 【http://www.uklunwen.com】ically or mentally) should they have the patience to read it further—that’s the rule of all the advertisements. I also notice that only 10% of those advertisements include their advertiser’s brand, which shows that the public interest advertisements do not aim to propaganda any company or organization. Straight-line body copy is the most frequently used form—which is 50% of the 20 ads. 75% of those ads have used imperative sentences. Most of these sentences are urging readers to take action immediately for others or social ethics. All these data shows the fact that public interest advertising does not please readers by beautiful words or original ideas, but touch them through true feelings.
Conclusion
Advertising language as a special kind of language is very different from common language. It has its own features in morphology, syntax, and rhetorical devices. Simple and attractive are two general features of advertising English. Because there are different types of advertisements, and they are differed in the way of writing according to their target audience, the product or other aspects. Therefore, we must analyze the features of different kinds of advertisements, in order to find a proper position for our own advertisement, and choose methods fit it best. In the statistics of four groups of advertisements I find that: consumer advertising uses the widest range of forms and devices, whose main task is to attract readers and urge them to buy the product; business adver |
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