I. introduction and research background
advertising has become part of people’s life. So there are many studies on it. For example,
Zha (2017) wrote a work named “context and the choice of imperative forms in advertising”. However, there is no person relating advertising to face. My work is written in a new way. It studies the relationships between advertising, imperative clauses and face. Face is a concept in pragmatics, important for interpersonal in communication.
II. Advertising
1. Definition
American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various Media.”(Wang, 2017). Today, with the development of the technology and the diversification of the mass media, advertising is influencing us pervasively in our daily life. However, whatever the primary strategies advertising takes, language is the main carrier of message, as The Language of Advertising, by Vestergaard & Schroder(1998), says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that they will by it with their money.
2. Advertising Components
According to the definition of the advertising, most of the advertisements should have the following components
(1). Advertiser
The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporations, enterprises, government, organization and individuals. There are three significances in terms of advertiser (both for the advertiser himself, and for the public). Firstly, it’s easy for the target audience to recognize the company and its products, which will promote the publicity and the sales of its products; secondly, it will establish a high reputation for the group, enterprise, or the individuals in order that the consumers will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervisions.
(2). A certain amount of money paid
The advertising fees are paid by the advertiser whether it’s operated by itself or another agency. Because advertising is a kind of marketing action, the advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fees will inevitably raise the prices and costs of the products, and thereby will influence the sales of the products. However, this conclusion is one-sided. Advertising can bring people a huge profit by reasonable planning and proper operations.
(3). Advertising Information
Advertising information is the principal content an advertisement wants to disseminate. Advertising is a series of planning actions, so the information of advertising should aim at certain target markets and consumers, and should avoid aimlessness. The ，英语论文，英语论文范文 |
