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 devoted to advertising language. Other examples may include Advertising (84) by William M. Weilbacher and Contemporary Advertising(6) by Courtland L. Bove and William F. Arens. The former is about all the advertising issues suggested by various definition of advertising that have been presented and it also tells how advertising is created, produced and used. The latter is a more complete study of advertising and the language aspects are involved in it inevitably.
In China, there are also some experts who study the language of English advertising or advertising business in general. Books such as Advertising English by Cui Gang(93) and Advertising English and Examples by Sun Xiaoli (95) are works on analyses of the language of advertising. The author illustrate the general characteristics of advertising English mainly in the aspects of words, sentences and rhetorical devices, and examines features of different kinds of English advertisements. The books serve as a guide to students and practitioners to help them attain proficiency in writing advertising copy for different media. In his book Pragmatics in English Learning(7) Professor He Ziran discusses advertising language from the angle of pragmatics and sociolinguistics.
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