A Brief Analysis of English Advertisements
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Abstract:The wide use of advertisement has created a special style of english―English advertisement. English advertisement often appears in newspapers, magazines, televisions and so on.
Key words:English advertisements
We live in an advertising world. Advertisements appear everywhere in modern society. There are many ways to advertise and advertisements come in different forms. Newspapers and billboards carry advertisements; products are advertised on TV and radio because the mass media have a wide audience. With the rapid development of reform and opening-up in China and global economy, especially after Hong Kong and Macao returned home, enormous English advertisements flow into China. English advertisement becomes a very important way to convey information to the public. It is obvious that English advertisement plays a more and more vital role in the export business. However, there are some problems in the English introduction in the export business. Therefore, by having a better understanding about English advertisement, in the hope of offering help to advertisement writers and language learners.
1.Definition of advertising
According to the Definition Committee of American Marketing Association, advertising is defined as follows:
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.（Zhao Jing，1992， P.1）
There are two other definitions of advertising：
Advertising is a method of delivering a message from a sponsor, through an impersonal medium, too many people…… (abridged from Otto Kleppner’s Advertising procedure)
An advertisement is a conversation with a consumer that gets attention, provides information, makes a point, and encourages someone to buy, try, or do something. (abridged from Sandra E.Moriarty’s Creative Advertising―Theory and Practice)（Xie Wenyi，1997， P.1）
Advertising, therefore, is a bridge between the product and consumer. Consumer knows the product and the product promotes sales and profits all because of advertising.
2. Classification of advertising
As it is known, there are many kinds of product information from various media including newspapers, magazines, television, radio and Internet, and so on. Generally speaking, advertisements can be divided into two types: Public relation advertising and commercial advertising.
3. Elements of advertising
In general, a piece of advertisement consists of Headline, Body, Slogan, Trademark and Supplementary Items.
4. Functions of advertising
Advertisement provides a valuable service to society and its members. Advertisement is not only defined for consumers the message of products but also indicated the difference that exists in the similar products. On the other hand, advertisement promotes sales and profits by drawing consumers’ attention. Finally, advertisement is one of the major forces that are helping improve the standard of living around the world.
According to its communicative, marketing and social functions, it is obvious that advertising becomes indispensable in the modern world.
Bibliography：
[1]J. Thomas Russell & W. Ronald Lane. 1997. Kleppner’s Advertising Procedure, 15th [M]. 北京:清华大学出版社
[2]谢文怡 刘云腾. 1997. 《广告英语》[M]. 上海：上海交通大学出版社
[3]赵静. 1992. 《广告英语》[M]. 上海：外语教学与研究出版社