Advertising English
202M048 L. M. R
The purpose of this thesis is to make an investigation of how readers' attention is engaged by advertisements.
Chapter 1 gives a preliminary observation about the advertisement focusing on the advertising components.
Chapter 2 deals with some specific aspects of rules in advertising English focusing on the elements of the advertisement---headline, body copy and slogan.
In Chapter 3 an attempt is made to describe characteristics of advertising English that differentiate it from common-core English.
Chapter 4 deals with different types of advertisement that occur according to different types of target audience. A number of characteristics of each type is investigated, especially in terms of the way of writing.
Advertising English as a special variety is very different from common-core English. It has its own features in morphology, syntax, and rhetorical devices. 'Simple' and 'attractive' are two general features of advertising English. There are different types of advertisement, and they differ in the way of writing according to their target audience.