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A Sample of Literature Review
On Advertising English
Among the so many scholars who examine
advertising language, G. N. Leech deserves prime
attention for his thorough research of
advertising in the field of linguistics in his book
English in
Advertising (66).
Vestergaard and Schroder, however, probe into advertising language not only in the respect of
linguistics, but also in that of psychology and ideology.
The Language of
Advertising (85) written by them is a revealing study of the strategies of
persuasion advertisers use and of the crucial underlying assumptions advertising makes.
Focusing on magazine and newspaper advertising , the authors illustrate
the
range
of
linguistic and visual techniques advertisers use to achieve emphasis and special effects.
Apart from that, Hafer and White make contribution to the research of
advertising language
by writing
a book
titled
Adverting
English
which is conceived
as a bridge
between rules and
suggestions for writing advertisement that have been run or aired.
And in the Secrets of Successful Copywriting (86), Patrick Quinn tells the reader everything
he needs to know from the drafting of press ads to the scripting of television commercials, from
radio to audio-visual, and the concepts, the treatments as well as the wrinkles.
Compared with
linguists
who
study advertising
from
the angle of language alone, more
scholars carry out their
research of advertising
in a comprehensive way. Their study covers the
history
of
advertising ,
the work of
advertising
agencies, the procedure of advertising , etc. with
advertising language concerned more or less. For instance, Essentials of
Advertising (80) written
by Louis Kaufman examines in detail every stage of the business of
advertising , from the initial
concept to execution. And it moves from the pragmatic considerations that underlie the finished
ad-marketing intelligence and
research and the budget-through
media,
to
the final
campaign.
Nonetheless, there is a chapter pa
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