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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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When the consumers have the desire to buy the product, a good slogan to let them remember its brand also plays an important role. The average slogan words of the 20 ads are 5.2, and 60% of them include their brand into the slogans. From this point we can understand that striking and deep impression needn’t many words. However, many advertisement writers still try to find a room for the brand name in the 5-word-long slogan lest the reader should only remember the slogan and forget the brand. 2. Business Advertising Business advertising is often said to be invisible, because unless you are actively involved in some business, you are unlikely to see it. The majority of advertising you see as a consumer appears in mass consumer media. Business advertising, on the other hand, tends to be concentrated in specialized business publications or a professional journal, in direct-mail pieces mailed to business establishments, or in trade shows held for specific areas of business. Until recently, business advertising was rarely seen in the mass media. People in business comprise the target audience for business advertising. There are four distinct types of business advertising: industrial, trade, professional, and agricultural. Industrial advertising is aimed at individuals in business who buy or influence that purchase of industrial goods. Industrial goods include those products and service that are used in the manufacture of other goods (plants, machinery, equipment, etc.) or become a physical part of another product (raw materials, semi-manufactured goods, components, etc.). Industrial goods also include those that are used to conduct business and do not become part of another product, like capital goods (office machines, desks, operating supplies) and business services for which the user contracts. Manufacturers use trade advertising—the advertising of goods and services to middlemen—to stimulate wholesalers and retailers to buy goods for resale to their customers. Some items advertised to the trade, such as office equipment, store fixtures, or specialized business services, might be bought for use in the middleman’s own business. Individuals who are normally licensed and operate under a code of ethics or professional set of standards—such as teachers, accountants, doctors, dentists, architects, engineers, and lawyers—are called professionals, and advertising aimed at them is called professional advertising. Professional advertising has three objectives: (1) to convince professional people to buy items (e.g., equipment and supplies) by brand name for use in their work. (2) to encourage professionals to recommend or prescribe a specific product or service to their clients or patients, and (3) to persuade the person to use the product personally. Farmers are consumers, of course, but they are business people, too, and as such they make up the audience for farm (or agricultural) advertising. The objectives of farm advertising are (1) to establish awareness of a particular brand of agricultural goods based on quality and performance, (2) to build dealer acceptance of the product, and (3) to create a preference for the product by showing the farmer how the product will increase efficiency, reduce risks, and widen profit margins. The average words of headline for business advertising are 11.05, and the most frequently used headline writing form is news headlines, which is 30% of the 20 advertisements. 35% of them include their brands into the headlines. In the body copies of those advertisements, morphology and rhetorical devices are less than the consumer advertisements, but the disjunctive clauses are the most frequently used syntax (65%). The second place is imperative sentences (50%). Disjunctive clauses can help the readers to get more information and show them the important point in the advertisements. Imperative sentences will make the advertisement more seriously. The statistic shows that the advertising writers for business advertising are patient, and moreover, their target audiences are supposed to be more patient. Because the target audience of business advertisement is not by chance to read those advertisements, they read them on purpose. Therefore, they will take them more seriously, thus attracting their attention is put to the less important position. The advertiser’s task is to introduce their products as detail as possible. Moreover, 80% of the advertisements have include the price (15%), telephone number (40%) and correlative data (40%) of the products, which further indicate their purpose of selling the products to a certain group of persons. 3. Service Advertising Service advertising is actually part of consumer advertising and business advertising, since consumer goods and industrial goods both include relevant service. However, due to its intangible feature, service is advertised in a more imaginable way. Hence wording service advertising is somewhat different from product advertising. Service advertising appears in both mass consumer media and specialized business publication according to its different target audience—consumer or people in business. Service advertising is actually a form between consumer advertising and business advertising, because its target audience is as widely as consumer advertising, while at the same time, it also have its specific target audience. This point determines the feature of the language it uses. The average headline words are 10.01, and most frequently used headline form is emotional headline. 50% of the headlines have their brands. Th 上一页 [1] [2] [3] [4] [5] [6] 下一页  |
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