On the Realistic Significance of the Rhetoric In Advertising English
1. Introduction
1.1. Advertising was not known in ancient Greece and Rome, but advertising，as we recognize，英语论文，英语论文范文，did not start until the seventeenth century in the west. It was at about this time that newspaper began to circulate in China, and then was introduced to the west where it played an important part in the production of printing advertising. “Classified” (small ads) types of advertising were dominant before 19th century, 本英语毕业论文由英语论文网/style and language used in ads at the time tended to be direct and informative. Meanwhile, advertising become more and more vital in the industrial market. The great breakthrough for advertising came only in the late 19th century. Technology and mass-production techniques were then sufficiently developed for more companies to be able to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under consumption which meant that the market needed to be simulated by advertising. At this time, advertising changed its function from proclamation to persuasion. Advertisers have progressively turned towards the emotional advertisings more than the informative ones and there is a shift of seeing human nature as emotional need.
1.2. Advertising may be classified by medium (newspaper, magazine, radio, television, internet and so forth), by target audience (consumer, industrial, business), by geography (international, national, regional, local), and by its function or purpose (product, or non-product, commercial or noncommercial, primary demand on selective demand, direct action or indirect action). (刘玉秀，2017：21) It is difficult to gain access to enough data for English commercials and ads on radio or TV. Thus, the subject of this paper will mainly concentrate on some present advertising. As for its definition, from different perspectives or purposes, the definitions might be also variable. In English, the word ‘advertise”, has its origin “advertere” in Latin, meaning “to inform somebody of something”, “to bring into notice” or “to draw attention to something”, etc. While, in Chinese, the equivalent term “GuangGao” means “widely announce”. The father of modern advertising, Albert lasker said that advertising was given long before the advent of radio and TV, and the nature and scope of advertising at that time were considerably different from what they are today.(Gokevin, 2017:18) Now, a widely quoted working definition was put forward : “Advertising is the non-personal communication of information, usually paid for and persuasive in nature, about products (goods or services) or ideas by identified sponsors through various media”.(Cook, Guy. London: Rutledge, 1992). Another linguist Bolen defines advertising as a “paid, non-personal communication through various mass media by business firms, nonprofit organizations and individuals who hope to inform or persuade members of a particular audience.”（Carter, Ronald and Goddard, Angela, Reah Danuta et al. London: Routledge, 89） If the definition of advertising were too obscure and abstract to comprehend, a few words of its function would help to clarify this crucial term.
1.3. Broadly speaking, advertising has at least one of two functions: informing or persuading, an informative advertising informs the customer about goods, services, or ideas and then tells how to get them by means of an identified sponso |
