On Modern Approaches To International Advertising Copy

Advertising copy, the printed text or spoken words in an advertisement, isone of the important factors in advertising, because it provides a valuableinformation and message to society and its members and defines forconsumers the meaning and the role of products and services. It indicates thedifference that exists between brands of products and alternative services, aswell as the distinguishing characteristics and respective corporate strategies ofcompanies and institutions.Unlike other papers of advertising copy only involved in dimensions ofadvertising copy or guidelines for writing copy, this paper has taken moderninterdisciplinary approaches to study advertising copy in terms of linguisticaspects, including stylistic approach, functional linguistic approach, appliedlinguistic approach, pragmatic approach and of international marketperspectives. In the study of the stylistic approach, phonological, lexical,syntactical, and discourse features of the advertising copy are researched.When researching functional linguistic approach to advertising copy, thepaper employs Halliday's theory, metafunction of the language, to specificallydiscuss its reflection in the advertising copy. Besides, advertising copy is ofmany kinds of rhetoric features, such as simile, metaphor, personification, pun,rhyming, hyperbole, repetition, and proverb, which are studied in the respectof applied linguistic approach. Rhythm and rhyme of advertising copy whichprovide poetic features to copy are also studied in this respect. This paper,additionally in terms of pragmatic approach, applies Paul Grice's CooperativePrinciple to observe and analyze the violation of the four maxims respectively.The paper, on the basis of research on linguistic aspects of advertising copy,also attempts to study the advertising copy in the international market. In thispart, cultural elements, international marketing segmentation and internationalmarketing research for advertising copy are involved in the research.This paper is of much help not only for advertisers and copywriters, butalso for language learners. The research of linguistic perspective ofadvertising copy and the study of advertising copy under the internationalmarket provide a powerful tool for those who are going to create anadvertisement for some products or services. Meanwhile, language learnerscan systematically learn the dimensions of advertising copy and cultivate andimprove their appreciation of the language used in advertising copy afterreading the paper.