並列摘要
Advertising is conveyed through a number of channels, including images, speech, gesture, costume, setting, and text. One of the channels, the text or the advertising language, plays an important role in advertisements because it has the influence of bringing out the crucial point of advertisements (Gardner & Luchtenberg, 2000). This study aims to investigate the strategies used in advertisements so as to know whether the types of products or services are influential on advertising tactics or not. Although various researchers have investigated advertising strategies, few studies have been dedicated to figuring out the preferred advertising strategies based on different types of products or services. The purpose of the study is to examine the preferred strategies used in English advertising language of different product types. The data consist of the language of print ads, collected from English language magazines within the time frame between July and December 2009. The number of food advertising messages to be studied for the strategy use is 157: the number of skincare advertising messages to be studied is 114. Several strategies, namely, rhetorical questions, parallelism, punning, semantic presupposition, comparative construction, and personification, are found to be extensively used in advertisements. The distribution of these strategies differs in terms of different products owing to the respective characteristics of strategies and promoted products. The result shows that some strategies are used more frequently than others in certain type o f products. Semantic presupposition and comparative constructions are used more often in food advertising; semantic presupposition and rhetorical questions are used more often in skincare advertising. Furthermore, the advertising strategies employed in food advertising are more versatile and are scattered more evenly. The study gives readers a better understanding of advertising claims, provides copywriters with practical strategies, and inspires linguists to gain a deeper understanding of advertising language in English magazines and to carry out a contrastive analysis of advertising discourse in different languages.
延伸閱讀
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