汉语杂志广告中劝说性的批评性话语分析.pdfVIP

Chapter One Introduction Chapter One Introduction 1.1 Background of the Study The word “advertising” has its origin in Latin. From today’s mass communications, we may have prejudices against it and different views about what advertising is. Advertising may be defined as a marketing process, a social process, an informative or persuasive process depending on the point of views we take. Here, we have a comparatively precise working definition by Courtland L. B. and William F. Arens (1992: 5), “Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media”. Advertising becomes an indispensable part of the modern society, which has important impacts on social development and people’s lives. The main cultural function of the modern mass-media is that they construct “social knowledge” and make “social effect”. More and more people are viewing the world with the knowledge constructed in media. Therefore the intimate relationship between language and ideology is an indispensable departure of this study. Advertising is a prominent discourse type in virtually all contemporary societies, and I shall assume that you, the reader, like me, the writer, live in a society where it is already well establishedor rapidly gaining ground (Cook, 2001: 4). He also notifies that advertising can tell us a great deal about our society and our own psychology. It is the ultimate goal of advertising to persuade customers to buy products or services being promoted. Although advertising can be a mix of visual and audio elements, the language in advertising is still crucial in the realizati