Comparative Research Of Newspaper News Title And Advertising Language Of Level

The news title is concentrated , summarized and refined to the most valuable content of the article . In this enormous information source of the newspaper , reader's choice to the news is realized through having a look around pieces of title at first . So , someone says , the title is " face " and " eyes " of the article.Only " face " is captivating , " eyes " catch the spirit , could attract readers to read , the news report will just be valuable . On the contrary , if the title is dull , can't catch readers' interest of reading , even if the news report writes well , nonsensical too. It is obvious , the function is essential that the title is playing in the news report . The advertising language is also called the advertising slogan or advertising slogans , it refers to expressing the short sentence of propaganda that enterprise's idea or the products characteristic long run . Its main purpose is serving for the deal in enterprises and the goods promoting . Advertising master Ogilvy says " advertisement is career of the word. " Another master Leo Burnett also says: " The characters are edge tolls of our trade , they pour into enthusiasm and soul while expressing in characters . " These two sentences undoubtedly say the important meaning of the advertising language for the advertisement . Therefore , news title and advertising language have function that can't be ignored in the modern society and economic life . This article is started with analysing from the news title compared with advertising language , regard newspaper news and level advertisement as the media of studying , and studyied with discipline theory of learning just like journalism , dissemination , advertisement , linguistics and language etc. as the foundation stone , relatively analyse newspaper news title and advertising language's similarities and differences of respects about characteristic , function , writing principle , artistic technique , using of speech figure . Then this text combines the two the existing problem and weak point now , then have proposed some countermeasures and methods on the other side's advantage and strong point that the two used the experience of each other for reference . Hope these countermeasures and methods can contribute the two to developing and advancing in the direction for being healthy , normal and legal .