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1、ASampleofLiteratureReviewOnAdvertisingEnglishAmongthesomanyscholarswhoexamineadvertisinglanguage,G.N.LeechdeservesprimeattentionforhisthoroughresearchofadvertisinginthefieldoflinguisticsinhisbookEnglishinAdvertising(66).VestergaardandSchroder,however,probeinto
2、advertisinglanguagenotonlyintherespectoflinguistics,butalsointhatofpsychologyandideology.TheLanguageofAdvertising(85)writtenbythemisarevealingstudyofthestrategiesofpersuasionadvertisersuseandofthecrucialunderlyingassumptionsadvertisingmakes.Focusingonmagazinea
3、ndnewspaperadvertising,theauthorsillustratetherangeoflinguisticandvisualtechniquesadvertisersusetoachieveemphasisandspecialeffects.Apartfromthat,HaferandWhitemakecontributiontotheresearchofadvertisinglanguagebywritingabooktitledAdvertingEnglishwhichisconceived
4、asabridgebetweenrulesandsuggestionsforwritingadvertisementthathavebeenrunoraired.AndintheSecretsofSuccessfulCopywriting(86),PatrickQuinntellsthereadereverythingheneedstoknowfromthedraftingofpressadstothescriptingoftelevisioncommercials,fromradiotoaudio-visual,
5、andtheconcepts,thetreatmentsaswellasthewrinkles.Comparedwithlinguistswhostudyadvertisingfromtheangleoflanguagealone,morescholarscarryouttheirresearchofadvertisinginacomprehensiveway.Theirstudycoversthehistoryofadvertising,theworkofadvertisingagencies,theproced
6、ureofadvertising,etc.withadvertisinglanguageconcernedmoreorless.Forinstance,EssentialsofAdvertising(80)writtenbyLouisKaufmanexaminesindetaileverystageofthebusinessofadvertising,fromtheinitialconcepttoexecution.Anditmovesfromthepragmaticconsiderationsthatunderl
7、iethefinishedad-marketingintelligenceandresearchandthebudget-throughmedia,tothefinalcampaign.Nonetheless,thereisachapterparticularlydevotedtoadvertisinglanguage.OtherexamplesmayincludeAdvertising(84)byWilliamM.WeilbacherandContemporaryAdvertising(6)byCourtland
8、L.BoveandWilliamF.Arens.Theformerisaboutalltheadvertisingissuessuggestedbyvariousdefinitionofadvertisingthathavebeenpresentedanditalsotellshowadvertisingiscreated,producedandused.T
