An Analysis of Language Features in English Advertisement

An Analysis of Language Features in English Advertisement Abstract With increasing communication in the world and acceleration of economic globalizationï ¼Å'English advertising has found its way into peoples life. This thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write English advertising texts better. The thesis attempts to approach the main language characteristics of English advertising mainly from the angles of advertising and linguistics. First, the thesis defines advertisingï ¼Å'clarifies its objectivesï ¼Å'mentions its componentsï ¼Å'and discusses its classification of English advertisement. Nextï ¼Å'it investigates the main wording†¦show more content†¦Each element plays a role in successful advertising. Howeverï ¼Å'an advertisement has no need to include all the normal elements. Sometimesï ¼Å'some elements are sufficient. The following elements are discussedï ¼Å'not because they are more importantï ¼Å'but because language features in such elements are more conspicuous and much easier to be noticed by the general public. David Ogi1vyï ¼Å'a famous Australian advertiserï ¼Å'pointed outï ¼Å'â€Å"On the average five times as many people read the headline as read the body copy. The headline is with eighty cents of an advertising dollar. Thereforeï ¼Å'if you haven’t done some selling in the headlineï ¼Å'you have wasted 80 percent of your money†. Soï ¼Å'the headline should attract readers’ attentionï ¼Å'make them read the body copyï ¼Å'show the benefit of the product and arouse readers’ desire to take buying action. Some headlines need no sub-headlines. The body copy tells the complete sales story. The purpose of the body copy is to provide clarification of the headline and proof of claimsï ¼Å'to point out other competitive advantages. In shortï ¼Å'to give the prospective reasonsï ¼Å'implicit as well as explicit ,for action desired. A trademark is a sign used by an enterprise or an industry to distinguish qualityï ¼Å'specifications and nature of the product they produceï ¼Å'process and sell. The name of a trademark often appears in the headline. The slogan has some similarities with the headline .In factï ¼Å'many slogans are developed fromShow MoreRelatedThe Limitations Of Corpus Linguistics967 Words   |  4 Pagesevery research approach and this is not to undervalue the advantages of applying corpus tools in a discourse study. Broadly speaking, corpus approach limitations seem to lie in certain issues related to representative-ness, relation to context, and language description. An important consideration in conducting a corpus approach is to work with repre-sentative data and representativeness cannot be evaluated objectively and entirely (Tognini Bonelli 2001: 57). 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