A Sample of Literature Review(英文文献综述模板).docVIP

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 particularly de