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Linguistic theory in the use of ad text

Author: YuanZuo
Tutor: ChenXiaoChun
School: Shanghai International Studies University
Course: German Language and Literature
Keywords: Advertisement Advertising Language Rhetoric Rhetoric
CLC: H05
Type: Master's thesis
Year: 2009
Downloads: 836
Quote: 2
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Abstract

With the gradual advance of global economic integration , businesses publicity , promotion, marketing their products , without exception, more emphasis on advertising charm. More and more businesses realize that \foothold next wave. Sentence subtle slogan not only promote product sales , expand brand influence , more worthy of repeated interesting, more interesting life. In recent decades, advertising has aroused great concern of sociology , psychology , linguistics and media studies. Advertising language with its unique style and persuasion functions become a special language . Generally speaking, an ad does not directly stated intentions too , but by a certain method caused consumers to pay attention , arouse their curiosity , attention to the product , and then make a purchase. In other words , the language of advertising more innovative, have fun, more of interest to consumers. Thus, in ad creation should make full use of some common writing style . At this time, rhetoric serves as a positive role. It enriched the connotation of language, deepened persuasive language. Therefore, from the perspective of rhetoric produced magical language in the ad is particularly necessary . For extensive use of rhetorical advertising phenomenon , this article from the perspective of the rhetoric advertising metaphor, personification , flip, parallelism , rhyme , pun , duality and other rhetorical devices of magical . Also pointed out that a correct understanding and proper use of rhetorical function allows commercial advertising more aesthetic , vivid, strong sense of rhythm , help promote awareness and inspire consumers to buy goods desire to positive results. Paper begins , the author first reviewed previous studies on advertising language linguists , then introduced the research situation between China and Germany . The second chapter briefly introduces the basics of advertising and advertising language : \etc. , in order to better explain the role of advertising language rhetorical pave the way . After the introduction of relevant features and functions of advertising language , the author describes in detail in Chapter III of rhetorical devices used in the ad . Rhetoric' dissertation">Rhetoric as a specialized discipline , originated in ancient Greece. Rise of rhetoric is a summary and systematic study of ancient Greek society of early speech practice. Aristotle defined rhetoric as \He proposed three basic ways to persuade - character appeals (ethos), emotional appeal (pathos) and rational appeals (logos). Hundreds of years later people will Rhetoric and Writing linked together , to the mid- nineteenth century to become a rhetorical development of writing skills. Early twentieth century, linguist Ferdinand de Saussure put forward a new theory of language in the future , the degree of concern of classical rhetoric as the art of speech being gradually reduced, while studying how people choose to express the problem of language materials more and more people thinking attention. Advertising is an information dissemination activities , but its expected effect, in fact, is a persuasive art , so persuasive rhetorical advertising plays a vital role . In this chapter the author used a lot of ink on the magazine commercials from the use of rhetorical devices psychological suggestion , sensory stimulation , funny entertainment rhetorical analysis of three aspects of magical in advertising . When it comes to advertising and vocabulary related rhetorical devices , the author cited the analogy , metaphor, hyperbole and other rhetorical several common phenomenon , and the use of theoretical knowledge to analyze examples . For example: Pun vague language is a phenomenon in language communication because it is a violation of Grice 's \the memory of the audience for copywriting rates . Once interest to the reader , the reader will even take the initiative to spread advertising , more to promote its advocacy role . Rhetorical Features advertising language syntax based on the angle in the text are also involved . In order to facilitate the reader remember, ads and more using simple sentences. Rhetoric and sentences related to this article are mainly involved in parallelism , repetition, asked the question , and so on . To show advertising persuasive advertising use different tone is also very important. For example , in the ad copy , the contents described in more if needed , but also increase the impact of copywriting , consider using parallelism of speech . Repetition is emphasized in order to achieve the most direct way , duplicate content must be simple and catchy , in order to achieve noticeable and into the depths of consciousness, unconsciously reflecting formation conditions . Subdivided to create demand , preferences brand success . If advertising can help the audience to reflect customary form , it is above all a success. Ad creation, repeating words generally focus on the main features of the product marks and so on. Generally, a high frequency of nouns and adjectives that appear in the ad . On the one hand , nouns and adjectives are used to describe things or multi- use experience, summed product features ; on the other hand , in the title and slogan , verbs and adjectives, nouns are often based . If necessary, the ad will appear frequently some new words (Neologismen), and mostly compound words . Sometimes even unconventional methods of word formation . But such language is not only more concise , and creative , more likely to attract the reader's attention. Some are high public recognition of new words, or even be incorporated into the dictionary , is traditionally accepted and recognized . In order to make advertising more fashion , advertising creative staff also often insert language in the ad copy , such as English , French. In the third chapter , the author cited a number of examples of rhetorical analysis advertising techniques in the use of language in the ad , rhetorical framework on the basis of examples . Finally , the author briefly discusses the impact of advertising rhetoric of several factors , such as social environment , time, place and so on. These are for the use and understanding of advertising rhetoric plays an important role . The fourth chapter is a summary of the full text , the author re-emphasized the significance of rhetorical impact on advertising , advertising language value of existence, the paper and the paper 's innovative advertising creative and understanding. Meanwhile, the author illustrates the lack of objectivity in the text of the demonstration and research still exist in the future research areas for further improvement , as well as other areas of thought involved.

Linguistic theory in the use of ad text

Abstract

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