On Effective Persuasion By Advertising Language

This paper, based on the relevant study concerning communication ,linguistics , culture and psychology, stresses the collection and analysis of modern advertising language , and makes a tentative exploration on the advertising language still unnoticed by many in multi-perspectives so as to find some rules and strategies which can effectively make the receivers accept advertising language and broaden the scope of advertising study.By looking back upon the historical development of advertisements in China and studying advertisement meanings ,the author demonstrates the major function of advertisements ,regards the essence of advertisements as persuasion , analyses the role of advertising language in advertisement persuasion and concludes that language is the major language behavior of advertising persuasion .Then , following Lasswell'5 W communication theory ,the author mainly discusses the disseminator, the communication content , the communication channel and the dissemination object which can affect advertising language persuasion in China. The author also analyses the difficulty of today's advertising language persuasion from the positions of disseminator and receiver , advertising language information , the barrier of decoding in language transmission ,the regular psychological tendency of advertisement receivers and the influence of communication environment. Finally, for the focus of how to enhance advertising language persuasion , and from the point of advertising language creation , the author puts forward three strategies : choosing proper persuasion approaches with respect to the commodities advertised , the advertising dissemination channel and the advertising object. ;enhancing persuasion power of advertising language by using ethnical cultural elements such as well quoted lines from classical poems , literary quotations and idioms , as well as popular cultural elements such as popular songs, movies and TV programs ; and strengthening language expressive force by refining words and sentences and clever using of rhetoric .