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The Study on Persuasive Strategy of Advertising Language

Author: XiongZuoZuo
Tutor: MaoYuanMing
School: Southwestern University
Course: Chinese Philology
Keywords: Advertising Language Persuasion strategy Audience Persuasive effect
CLC: H05
Type: Master's thesis
Year: 2009
Downloads: 274
Quote: 0
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With the arrival of the era of commodity economy, advertising as a means of propaganda, since a very long time for various businesses and advertising practitioners valued. Advertising language as a direct impact on the advertising core content of the product sales and people's thinking patterns of behavior, has attracted more and more experts and scholars to study it. Advertising language in linguistics within the research focuses on the analysis of a particular aspect of the rhetoric, pragmatics, English Advertisements comparison, the paper on the basis of previous studies, trying to break through the traditional research paradigm in linguistics, pragmatics theory, combined with advertising, social psychology, mass communication, and theoretical knowledge corpus collected from the advertising language to convince policy perspective. This paper discusses the following aspects: the first part of the introduction. Included an introduction to the study of advertising language the status quo of the research in the disciplines of academic value and significance of the corpus source of research ideas and methods. The second part of the advertising language to convince the policy direction. Further leads to the concept of advertising language to convince policy based on the overview of the advertising language, and pointed out that the commonality of the characteristics of its presentation. The third part of the various categories of advertising language to convince policy. In full possession of the ad corpus based on the functional use and media division, combining linguistics, pragmatics, social psychology and mass communication theory of knowledge, analysis of different categories, eleven clarify its persuasion strategy success. Functional use is divided into the business class and the public welfare, the media is divided into a class of newspapers, magazines, radio, television and network class. The fourth part of the positive factors affecting the advertising language to convince policy. Pronunciation, vocabulary, syntax and study several aspects of speech, and analysis of empirical examples reveal the factors that play a positive role in the persuasion strategy in advertising language. On this basis, pay special attention to the characteristics of advertising language when the screen scene rich typical case analysis on the positive factors of the the rich picture scenarios advertising language to convince policy. Abnormality of the fifth part of the advertising language to convince policy and our approach. Abnormality strategy by listing advertising language to convince a the ad language convince strategy anomie specific reason, and elaborated language of advertising to convince policy standardization issues. Since the the ad corpus distribution is relatively fragmented, collect a certain degree of difficulty, so this article does not cover the advertising language to convince the entire contents of the policy research. The in full possession corpus based on research oriented to the various types of advertising language to convince strategy and analysis of the positive factors that influence the advertising language to convince policy, and cited the language of advertising to convince policy Abnormality and Countermeasures. Theory interspersed with the case, cited the case on the basis of conclusion, so as to constitute an organic whole.

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