Theory of Advertising Language
Abstract
language is the soul of advertising. In this paper, efficient control of discourse theory to look at advertising language of discourse rhetorical effect and to achieve communicative effects.
Keywords
advertising language communicative effect of discourse control efficiency
Advertising is the advertiser in a planned manner through the media of goods or services
Information in order to promote sales of an important means of mass communication. Language is the soul of advertising, advertising language is to use language to widely advertised, a good advertising language to facilitate understanding and recognition of consumers, resulting in the desire to purchase; while the ‘alternative’ advertising is self-defeating, counterproductive, or even people to cast aside . This paper from the controlling effect of discourse theory, a cursory analysis of some ads, look at these ads from the positive and negative effects of the rhetoric, and their access to the discourse communicative effects.
A discourse theory of control effect
Control effect of discourse theory is that the use of the field of rhetoric is the language of discourse control efficiency of science, that is based on the specific communicative purposes, using the most targeted discourse strategies, effective regulation and control of discourse activities to promote the successful realization of discourse effects. Discourse effect is to reflect the effect of a center to express effects, communication and social effect three kinds of effects of the combined effect of the harmonization of the system. Icons are as follows:
Expressive effect is that a speaker of words and inability to express one-way effect, aimed at the pursuit of ideological content words to express the full and fitness of their criteria for judging good or bad words and ideas between the content of the appropriateness of the degree; response effect of the receiver were made according to the intention of calling party response to a particular communicative act is good or bad, it embodies the discourse of interpersonal communication activities, the essence and nature of the act.
Second, analysis of advertising language
(A) the classic advertising
Such advertisements in-depth understanding of their products and consumers on the basis of psychological or demand, so that consumers and generate interest in the ad buying motivation, from manufacturer to achieve the communicative intention of the kinds of activities in a successful communicative discourse.
1. Doubt the temptation to type
Determined according to the psychological characteristics of people seeking strange, or directly to induce consumers to use a particular product will then bring about their happiness, beauty, excitement and experience, to stimulate desire to buy.
(1) an apple a day, you make a doctor of unemployment. (Fuji apple ads)
After the consumer’s mind will understand: As long as an apple every day, people will rarely sick, so that a doctor does it mean that unemployed? That being so, it is also the choice of Red Fuji apple can imagine.
(2) Yum! (Nescafe ads)
This ad popular concise, memorable, increased penetration of advertising messages and commodities information, familiarity, to meet the people’s pursuit of exotic psychology.
Are: Deborah Shilun, extremely comfortable! (Bausch & Lomb contact lenses advertising); thermal performance is like – a beacon for the winter (Hengyuanxiang wool underwear ads) and others.
2. Commitment to a promise-style
Commitments and promises, that is to give consumers a material benefit or physical
Health or mental enjoyment of promise, and promise.
(1) prices have higher nutrition is much richer. (Lu wreath salad oil ad)
Starting from the high prices and high quality point of view, the ‘little’ and ‘more’ comparison, ignoring high prices of factors, concentrated in its commitment to the rich nutrition, very persuasive.
(2) you just click the shutter, and the remaining subject, I do. (Kodak automatic camera ads)
Emphasize the characteristics of automatic cameras to consumers in a very real feeling, language, humor funny, easy to understand.
Another: In order to guard your skin (Gillette shaving balm advertising); one in hand, Manshi are fragrant (Yi Zhixiang brand incense ads) and others. Reposted elsewhere in the paper for free download
3. Metaphor humor
With a lively sense of humor, images of specific features, can move people’s feelings and trigger people’s attention and prompted action to promote their products, increase product market share.
(1) The eyes are the windows of the soul, in order to protect the eyes, the placement of glass in the windows. (Bright glasses ads)
Talk about the importance of eye, again the importance of eye protection, and finally gives way to protect hair, that ‘the placement of the glass in the windows’, in order to encourage people’s eye-consciousness, every step of the introduction of the goods to the top.
(2) In addition to money, we are printing everything! (France copier advertising)
Tone with a joke to say money can not be copied, inter alia, all available copies, thus highlighting the superior performance of the copier.
Include: MAXAM hand cream, like the mother’s hand, gentle and still (MAXAM Cream Advertising); smart do not have to utterly (Yi Fa Ling ads).
4. Human relations sensible style
Such advertising language to family ties, friendship, love as a guide the content, rendering the atmosphere of a kind of intimate touching, triggering people’s inner feelings, to promote the desire to buy the products.
(1) In order to kiss each one more perfect. (Green Arrow chewing gum ads)
Kiss is an inevitable phenomenon in men and women love to love chewing gum and green arrows in the kiss to compare have a very strong temptation, but also can stimulate people’s desire to buy.
(2) The Confucian house wine and tells the people homesick. (Confucian family liquor advertising)
Is full of human relations, family ties in China, Confucian family to drink wine, can have the feeling of home, forming a beautiful image of the home, together with the hot movie scenes, people can not forget a long time.
(B) Alternative Advertising
Alternative advertising or for the pursuit of artistic quality and weaken its authenticity, or the psychological habit of ignoring your audience, or the name of an ethical
Culture of ‘walking a fine line’, virtually to the consumer advertising and product left a bad impression, which is difficult to obtain effectiveness of the publicity business is expected to achieve the purpose of promoting sales.
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