AN ANALYSIS OF LANGUAG
p;light and, thereby, offering help to advertisement writers and language learners.
1.2 Definition of advertising
According to the Definition Committee of American Marketing Association(方薇, 1997:2), advertising is defined as follows:
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
1.3 Focus of the present study
Usually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and language illustration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of communication and persuasion, has developed its own features.
This paper will focus on the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped, by a contrastive study of advertisements on three types of products (daily consumer goods, technical equipment and service), simila 《AN ANALYSIS OF LANGUAG》
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1.2 Definition of advertising
According to the Definition Committee of American Marketing Association(方薇, 1997:2), advertising is defined as follows:
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
1.3 Focus of the present study
Usually, advertising communicates information in three types: audio, visual, and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; on TV and motion pictures, music and language illustration are mixed with each other. In magazines and newspapers, advertisements are a combination of pictures and language of written information. Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of communication and persuasion, has developed its own features.
This paper will focus on the language features of English advertisements at lexical, syntactic and discourse levels. It is hoped, by a contrastive study of advertisements on three types of products (daily consumer goods, technical equipment and service), simila 《AN ANALYSIS OF LANGUAG》
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