AN ANALYSIS OF LANGUAG
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Actually, advertising works effectively some of the time and doesn’t work other times. The single crucial reason that advertising does not work is that in specific instances the information it conveys never reaches the consumer at all, or is judged by the consumer to be either redundant, meaningless, or irrelevant. For example, a motorbike advertisement will probably be invisible to housewives on the lookout for new cutlery. Social status and individual interest decide that consumer goods ads are mainly targeting at women while technical equipment ads are largely aiming at men. The amount of shared knowledge between the advertiser and the audience together with the thinking habit of the audience directly influences the advertising language. Since products and audience change in every advertisement in order to achieve high advertising effectiveness, language used differs in different types of advertisements. Thus, in this paper we discuss not only the similarities of language shared by all types of advertisements but also differences of language used in different kinds of advertisements.
2.2 Similarities at the lexical level
In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are 《AN ANALYSIS OF LANGUAG》
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Actually, advertising works effectively some of the time and doesn’t work other times. The single crucial reason that advertising does not work is that in specific instances the information it conveys never reaches the consumer at all, or is judged by the consumer to be either redundant, meaningless, or irrelevant. For example, a motorbike advertisement will probably be invisible to housewives on the lookout for new cutlery. Social status and individual interest decide that consumer goods ads are mainly targeting at women while technical equipment ads are largely aiming at men. The amount of shared knowledge between the advertiser and the audience together with the thinking habit of the audience directly influences the advertising language. Since products and audience change in every advertisement in order to achieve high advertising effectiveness, language used differs in different types of advertisements. Thus, in this paper we discuss not only the similarities of language shared by all types of advertisements but also differences of language used in different kinds of advertisements.
2.2 Similarities at the lexical level
In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are 《AN ANALYSIS OF LANGUAG》
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