On Persuasiveness Of Advertising English

Advertising is an important social phenomenon in the economic globalization and the information age. It has become an indispensable part of modern society. Advertising language, as a kind of persuasive one, has the ultimate goal of informing the potential consumers of the advertised products or services, and persuading them into purchasing action. In order to realize their goal; advertisers rack their brains to employ every means, including linguistic and non-linguistic, to maximize the persuasive effect.In this thesis, the author conducts an exploration into how the advertisers enhance persuasion through various strategies from linguistic and pragmatic approaches. It is hoped that this study will contribute to the design of better advertisements and the appreciation of language essence in advertising language.This thesis consists of seven chapters. The preface introduces the significance of this research, approaches adopted in this research and the structure of the thesis. Chapter one is literature review. It introduces the previous researches that have been made towards advertising language and three approaches to it. Chapter two is a discussion about persuasion in advertising language including its components and the communicative situation. Chapter three is an analysis about persuasiveness in advertising messages through illustrations of lexical novelty, syntactic characteristics and adroit rhetorical applications in some culled advertisements. The forth, fifth and sixth chapter go further into the pragmatic level and explore how persuasiveness is achieved within the context of communication. They focus on the pragmatic strategies of dexis,. presupposition and implicature respectively. They turn out to be very crucial in the process of persuasion. Chapter seven is a conclusion. It points out the possible contribution to the study in this field and the limitation of this thesis.