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1、The Features of Advertising LanguageHeadline is the theme and center of advertisement. Its usually in the most conspicuous position of advertisement to attract consumers attention. Therefore, headline is crucial to the success of advertisement. 1.There are 7 principles for headline writing:(1). Hit
2、on what readers like, and make them feel it will benefit them.When people are reading advertisement, they always wish to find something good to them. So to give the reader a feeling of getting benefits will have the best result in advertisement. Every time we race, you win.This is an advertisement f
3、or Yamaha electronic organ. It tells the consumer that every price war in the industry will benefit the consumers out of question. (2). Try to introduce new things.Any new product, new concept or improvement of old product will effectively attract readers attraction. The words “new” and “free” are t
4、he most frequently used word in advertisement. (3). Try to include the name of trademark in the headline.（4）. Use words that could arouse readers interest.(5). Keep moderate length.A research by Institute of the Retailer Business Researching of New York shows that: headlines that have more than 10 w
5、ords usually have better effect than short headlines. The most effective headlines have 6 to 12 words. (6). Avoid to use vague words.(7). Avoid to use privative words. 2.There are many ways to write a headline, and 5 types often appear in written advertisement:(1). Straightforward headlinesThis kind
6、 of headlines usually uses interrogative sentences and imperative sentences to arouse readers interest.Ever wander why most guys in pants ads are standing up?Discover the wonder of your first Dash wash!(2). News headlinesPursuing new things is the nature of human beings. People are always interested
7、 in finding some new products or improvement of old products. Therefore, news headlines could attract consumers attention better. Introducing Renunt Freshell, The New wave in Air Fresheners.(3). Information headlinesExample: Datsun saves about a gallon of gasoline a day.(4). Emotional headlinesExamp
8、le: Soft shoes for hard world.(5). Curiosity headlinesExample: Saturday night On Sunday Morning.After their attention has been attracted to the advertisement by headline, the readers will move to the body copy, which is the main part of advertising information, to find something useful. Whether an a
9、dvertisement has met the consumers requirement, satisfied their desire, and stimulated them to take action are the factors to judge a good advertisement.There are 5 kinds of body copy writing. (1). Straight-line CopyThis kind of body copy is to objectively state the features and advantages of the pr
10、oduct.(2). Question CopyQuestion copy is to use a serious of questions in the beginning of the advertisement, and then give positive answers to each question. Moreover, all of these answers are just the good points or advantages of the product. (3). Narrative CopyThis body copy is to introduce a pro
11、duct by telling a story, which will obviously increase the interest and attraction of the advertisement.(4). Extend Knowledge CopyThis form of advertisement is to state the scientific knowledge that is correlative to the information of the product. The consumer will feel the product is creditable an
12、d advanced.(5). Testimonial CopyTestimonial copy is to make up a speaker, or take out a real witness to judge and praise the product.(6). Similar CopySimilar copy is to compare the product with other brand of product, which will make the strength of the product more prominent.Slogan, which is also k
13、nown as taglines, shares some similarities with headline, because some slogans come from successful headlines. Explicit, refined and inflammatory are the features of slogan. The principle of slogan writing is:(1). BrieflyThe slogan of an advertisement should be brief. Normally no more than 10 words. (2). Point out the advantages and arouse the readers interest(3). InflammatoryThe slogan should be inflammatory to urge the readers take action.
