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1、0外文翻譯外文翻譯原文原文Title:StrategiesinAdvertising:aRelevanceApproachMaterialSource:GuangdongUniversityofFeignStudiesAuth:Gaobo1LanguagehasapowerfulinfluenceoverPeopletheirbehavi.Thisisespeciallytrueinthefieldsofadvertising.Thec

2、hoiceoflanguagetoconveyspecificmessageswiththeintentionofinfluencingpeopleisvitallyimptant.VisualcontentdesigninadvertisinghaveaverygreatimpactontheconsumerButitislanguagethathelpspeopletoidentifyaproductrememberit.Cleve

3、radvertiserwillnotfailtoconsiderthepowerofthelanguagetheyemploy.Thepresentstudyisresearchintohowadvertiserstakeadvantageofthepoweroflanguagetoachievetheirpurposeofadvertising.1.1DefinitionofAdvertisingWhatisadvertisingAc

4、cdingtoMcCannErickson，theadvertisingageneythathasdevelopedCoca一Cola’snationalcarnpaignsfmanyyears，advertisingis“Truthwelltold.”Thisphilosophy，echoedbyCoke’smanagementinitsannualrept25yearsago，continuestoday:Thatiswhatadv

5、ertisingistoCocaCola.AlbertLaskerthefatherofmodernadvertising，remarkedthatadvertisingis“salesmanshipinprint.”Butheofferedthatdefinitionlongbeferadiotelevision，atatimewhenthenaturescopeofadvertisingwerequitelimited.Thisof

6、tenrepeatedsayingindicatesthattheultimateobjectiveofadvertisingistosellwithskills.Today，advertisingisdefinedasacommunicationprocess，amarketingprocess，aneconomicsocialprocess，apublicrelationsProcess，aninfmationpersuasionp

7、rocess.In1948，theDefinitionsCommitteeoftheAmericanMarketingAssociation(AMA)developedwhatis，tothisdaythemostwidelyquoteddefinitionofadvertising:Advertisingisanypaidfmofnonpersonalpresentationpromotionofideasgoodsservicesb

8、yanidentifiedspons.Thisdefinitionpresentsanexplanationofwhatadvertisingis，whileatthesametimeitoffersinsightsintowhatadvertisingisnot.Thekeywdsdescribing2products，servicesideas，seekingprofitsftheadvertiserwhilesomearespon

9、sedbynonprofitgroups，whichisusedtoseekdonations，volunteersupptfthepublicbenefit.Thetwoarereferredtoascommercialadvertisingnoncommercialadvertisingrespectively.Itisthecommercialadvertisingthroughprintmediathatwewillfocuso

10、ninthepresentstudy.1.3FunctionofAdvertisingWehaveconfinedourresearchareatotheprintedcommercialadvertisinghavementionedabovetheacteristicsofcommercialadvertising.Asfthefunctionsofadvertising，weadoptthestatementmadebyCryst

11、alDavy(1983:222)whostatethattherearetwomainfunctionsperfmedbyadvertising:infmingpersuading.ThelatteroftheseCke(1986:15)callsinfluencing.Byinfmingadvertiserswanttocommunicateinfmationabouttheproduct，itsfeatures，itslocatio

12、nofsale.Bypersuading，advertiserstrytoinduceconsumerstotrynewproductstosuggestreuse.Howeverthesetwofunctionsarenotofequalimptance，inthatinfmationissubdinatedtopersuasion(Packard1981:PeaxsonTuoer1966).Thepurposeofadvertisi

13、ngistoincreasethedemftheadvertisedproduct，topersuadeprospectiveconsumerstobuytheproduct.Ifadvertiserssucceedinprovidingagreatdealofinfmationabouttheirproductsbutfailtopersuadeanybodytobuytheproducts，itishardtosaytheadver

14、tisingissuccessful.Thewaysstrategiesthatadvertisersexploittoachievethefunctionsofinfmingpersuadinginfluencingarethefocusofthepresentstudy.1.4FeatureofAdvertisingTounderstthelanguageofadvertisingitisbettertoknowitsfeature

15、sfirst.Asafmofcommunicationadvertisinghasitsspecificfeaturesasfollows:Firstly，itisacombinationofverbalnonverbalcommunication.Languageisthemostimptantvehicleofcommunication，mostadvertisementsemploylanguagetotransmitinfmat

16、ion.Howeverundercertaincircumstancespictures，musicmotionsmaybemeexpressivethanlanguageitself.Inrealitymostoftheadvertisementsmakeuseoflanguagenonlanguageelementssimultaneouslyindertoexplicitlytransmittheintendedinfmation

17、.Secondly，advertisingisapubliccommunicationratherthanprivateone.VestergaardSchroder(1985:13)defineprivatecommunicationasaprocesswhichinvolvesaknownnumberofpersonswhoareallknowntoeachotherasinaconversationbetweenfriends.B

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