in length. An effective advertisement involves not only “what to say”, but also ‘how to say”.
(4). Advertising Media
Media are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, disseminating area, target audience and speed.
(5). Nonpersonal
Advertising is not aimed at any individual, or by any individual. It’s a nonpersonal transmission of information aiming at the public or a certain group of people. Because of the nonpersonal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment protection. The information, methods, media, and other components of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public.
All 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 successful advertisement should possess? American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, 无忧论文 【http://www.uklunwen.com】which represent four words—Attention, Interest, Desire, Action.
(1). Attention—a 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 arouse consumers’ great interest.
(3). Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.
(4). Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.
II. Features of Advertising
The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects.
1. English Morphology in Advertising
As a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different from common English.
(1). Simple and informal
The function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize.
For example:
“I couldn’t believe it, un |
|
论文题目：
The Features of Advertising Language 
