广告英语的语言特色(6)
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Primary demand or selective demand
Direct action or indirect action
The purpose of copywriting is to persuade or remind people to take some action to satisfy a need or want. But first people need to be made aware of the problem or, if the problem is obvious, of a solution. To create awareness, the copywriter must first get people’s attention—for example, by using large type and provocative visuals. Next, the copywriter must stimulate the prospect’s interest in the product and build credibility for the product claims. Then the copywriter focuses on generating desire and finally on stimulating action. These five aspects should be present in every advertisement or commercial.
Here is the advertising pyramid.
2.1.2 Elements of an Advertisement
As one will see, any advertisement is made up of several elements. Most advertisements used all of them. They include the headline or display line; the illustration; the body copy or text; the theme line or slogan, trade character, seal, and other marks; and the logotype or signature. Each will be considered in some detail below.
(1)Headlines
The headline or display line appears in most advertisements for several reasons. First, it is an attention-getting device; secondly, it also selects an audience by appealing to a specific group, as this line dose: Arthritics reduce painful inflammation and get stomach upset protection. (An ad for medicine) Finally, it is the key factor in getting people to read the body copy.
(2)Illustration
In addition to headlines, most advertisements contain illustrations. The illustration like the headline, attracts attention, selects the audience, and stimulates interest in body copy. What is more, the illustration can be invaluable in showing the product or product use and explaining graphically certain ideas or situations that are cumbersome to put into words. The old saying that one picture is worth a thousand words has much merit in it.
(3) Body Copy
To begin with, some explanation of the word copy is necessary. The job of body copy is to stimulate interest in the product or service or idea being advertised, creates desire for it, and urge action. This is a big task and calls for right words. Although headlines and illustrations clear the way, it is body copy that must carry the burden of the selling job.
(4)Theme lines, slogan, trade characters, seal and other marks
A number of different marks and devices may appear in an advertisement, including theme lines, trade characters, and seals; For example, General Foods uses the corporate identity symbol in all its advertisements. The automatic use of these elements in the advertisement, however, does not diminish their importance.
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