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| 免费英语专业毕业论文The Features of Advertising Language | |||||
作者：佚名 文章来源：转载 点击数： 更新时间：2008-1-22  |
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Introducing Renunt Freshell, The New wave in Air Fresheners. (3). Information headlines Example: Datsun saves about a gallon of gasoline a day. (4). Emotional headlines Example: Soft shoes for hard world. (5). Curiosity headlines Example: Saturday night On Sunday Morning. 2. Body copy After their attention has been attracted to the advertisement by headline, the readers will move to the body copy, which is the main part of advertising information, to find something useful. Whether an advertisement has met the consumers’ requirement, satisfied their desire, and stimulated them to take action are the factors to judge a good advertisement. There are 5 kinds of body copy writing. (1). Straight-line Copy This kind of body copy is to objectively state the features and advantages of the product. (2). Question Copy Question copy is to use a serious of questions in the beginning of the advertisement, and then give positive answers to each question. Moreover, all of these answers are just the good points or advantages of the product. (3). Narrative Copy This body copy is to introduce a product by telling a story, which will obviously increase the interest and attraction of the advertisement. (4). Extend Knowledge Copy This form of advertisement is to state the scientific knowledge that is correlative to the information of the product. The consumer will feel the product is creditable and advanced. (5). Testimonial Copy Testimonial copy is to make up a speaker, or take out a real witness to judge and praise the product. (6). Similar Copy Similar copy is to compare the product with other brand of product, which will make the strength of the product more prominent. 3. Slogan Slogan, which is also known as taglines, shares some similarities with headline, because some slogans come from successful headlines. Explicit, refined and inflammatory are the features of slogan. The principle of slogan writing is: (1). Briefly The slogan of an advertisement should be brief. Normally no more than 10 words. (2). Point out the advantages and arouse the readers’ interest (3). Inflammatory The slogan should be inflammatory to urge the readers take action. VI. Classification of Advertisements By using the above principles and forms of writing advertisement, we could easily find a way, which we believe is the best one, to write an advertisement. The headline may be attractive, the body copy may be persuasive, and the slogan may be memorable. All the details are perfect in linguistic direction. However, the result may not be well pleasing. But why? One answer is that we may have forgotten which kind of target audience we are pleasing, or what kind of product we are selling. The process of finding a proper position for advertisements is classification. 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. The advertisements can be classified into four groups by factors as target audience, functions, and product types. The four groups are Consumer Advertising, Business Advertising, Service Advertising, and Public Interest Advertising. There will be 20 advertisements chosen at random from newspapers, magazines, and other advertising books, for each group to help the analyses. 1. Consumer Advertising Most television, radio, newspaper and magazine ads are consumer advertisements. They are sponsored by the manufacturer of the product or the dealer who sells the product. They are usually directed at the ultimate consumer of the product or at the person who will buy the product for someone else’s use. For example, a magazine advertisement for Coca-Cola may be aimed at both the purchaser and the consumer. A commercial for dog food on television, however, is aimed at the purchaser, not the consumer, of the product. The consumer advertising includes alcoholic ads, cigarette ads, drink ads, food ads, wear ads, cosmetic ads, automobile ads, home electric appliance ads, and other products which are used and purchased by ordinary people. To this kind of advertisements, most people have developed a kind of ambivalent psychology. On one hand, they are bored with the endless advertisements hiding in the newspapers and magazines, clamoring on the radio, or dazzling on the TV. On the other hand, they still need the information to guide their purchasing. Therefore, to attract the consumers’ attention is the most important task for an advertising copywriter. Headline is the first, or maybe the only component to the reader, so whether the headline is attractive determine whether the reader will read further or skip to another page. The statistic shows that the average words of 20 consumers advertisement is 10.66, and the most frequently used headline writing ways are emotional (30%) and curiosity (30%) headlines. It means that emotional and curiosity ways are more effective and usually used to arouse readers’ interest. They incline to use comparatively longer headline, whereas only 25% of them include the brand of the products. This point shows that the advertisers are not hurry to sell their product on appearance (although their purpose is so). They don’t want to give the reader an impression that the advertiser attend to sell their product but a feeling that they want to give benefit to the consumer. After the readers have been attracted, how could the body copy persuade them? The statistic proves that all the writing methods could be the best for a consumer advertisement. The 20 advertisements have used almost all the writing methods, morphology, syntax and rhetorical devices as I have introduced above. The detailed data is that: 35% of those advertisements are straight-line copies, 30% are extend knowledge copies, 25% are testimonial copies, and 5% for both question copy and narrative copy 上一页 [1] [2] [3] [4] [5] [6] 下一页  |
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