Studies On Advertising Language Persuasion Strategy In English

The advertising language is a kind of application form of the language persuasion function. For the difference of the products and the complexity of consumers' psychology, the advertising persuasion needs the strategy art. On the basis of the study of the linguistic features and the function means of the advertising language, taking rational, emotional and the combined appeals strategies as the target for analysis, we are intended to study the language techniques arts cooperated with these three kinds of strategies, and to explore the appealing function of the English advertising language, that is, to show the different embodiments of the language persuasion function in the rational and emotional appeals.This paper mainly discuses these three kinds of persuasion strategies. Firstly, it illustrates the previous study on advertising language and introduces two basic appeals of the English advertisement. Secondly, it analyzes the language techniques, texts art and the aesthetic style, which should be cooperated with the rational persuasion strategy and the emotional persuasion strategy. And finally, it deals with the language arts of the combined appeals strategy, which includes...