Discourse,Cooperation And Persuasion-Analysis Of Advertisement Language Of Communication

Modern society is a commercial society, but also advertising explosion, everywhere in the society. Many advertisers are spending huge sums of money spent on the advertisements to sell products, but the effect of advertising communication is not satisfactory. Most of the reasons for commodities to be used in conveying information to advertising language did not take very good convincing. Advertising master David·Augwei once said: "Advertising is the life of the words." Means of advertising can be ever-changing, and performance skills can be varied, but advertising works of no language can rarely see. In the vast majority of advertising, language is always the main carrier of information, advertising campaigns and the core of the soul.However, vigorous activity compared to the practice of advertising, advertising language study has not aroused enough attention. The scholars are mostly from the perspective of pure linguistics advertising language voice, the words, grammar, rhetoric, such as research, and some is the advertising language study on the marketing, sociology, psychology and other disciplines framework. Really advertising language itself as a research object and rare, let alone from the dissemination of words, cooperation, and persuaded several perspectives to examine, and this is also where the innovation bar in this paper.This paper discourse theory, the principle of cooperation and persuade perspective on the study of three advertising language be read. Through literature, example, comparison of various aspects such as advertising language to explain the spread of the characteristics and effect. Austin's speech act theory, the principle of cooperation in Gricean and Hovland, and others persuaded of the study, this paper basis of the three theoretical. In the theory of speech acts in the statement, and statement after the implication of behaviour and advertising activities of the advertising language, the main purpose of advertising and advertising to the effect that he gathers. Advertising campaign is the organization's most persuasive advertising language advertisers to achieve the purpose of selling goods to consumers and the impact of the best and the impact of advertising is the main purpose of the purchase of the same acts have occurred. The entire advertising campaign advertisers and consumers is a silent dialogue. Advertisers proper coding (of course, the premise is to genuine goods), the Consumer decoder correctly, it can be said that a successful exchange. Austin, and this must be followed Searle and the theory of speech acts.Grice's main principles of cooperation, including the following four areas: quality criteria (true, false); of the criteria (information appropriately, but volume, not lack of) ; Association guidelines (words have relevance) ; way guidelines (To understand clearly not obscure away). Grice pointed out that people in the actual conversation, not always strictly abide by these four criteria, meaning they are often made to deliberately breach of the principle of cooperation. Of course, such violations of a broad sense, is also on compliance with the principle of cooperation. Such as advertising language in the use of various tools such as rhetorical exaggerations, in order to better explain the effects of the use of commodities, or the added value of products, and that it does not violate this principle, but in reality is from the face of this anti-compliance with the principles. Of course, some business deliberately spread false information, on another matter.Hovland and others persuaded of the study, this paper only selected information sources credibility, and suggested that a two tips, persuading rational and emotional persuade the fear these four theoretical appeal to the advertising language study. In fact, can also say that the speech act theory, the principle of cooperation, mainly from advertising language-formation this perspective to be perfect, we should choose what is the appropriate vocabulary to the language of advertising, from the spread of the micro perspective level. The study has persuaded major advertising language from the perspective of the organization is how to organize to achieve language advertising to persuade consumers to purchase the purpose larger point is the macro level it. This article is from the two micro-and macro-level advertising language interpretation, each accompanied by a detailed example to support advertising' copy.In this paper, said the advertising language, it refers primarily to television advertising in the audio language (ear rule language) and Silent Language (subtitles, Head governance words), not including those who screen language, the other is that some newspapers, magazines, advertising in the natural Singular. The purpose of this paper is to writing by the speech act theory, the principle of cooperation and persuaded the study to interpret language advertising, aimed at discovering advertising language as the main carrier of information to convince consumers in some regularity.