文献综述作业

The Application of Deixis in Advertising English

2012812059杨光The English word “advertise” derives from the Latin word "advertere”, which means “to attract the attention of the public on something and induce them to act in some way”. Albert Laser, generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why”(Xu,2002:1). Though the definition was given long before the advent of radio and television, and the nature and scope of advertising were considerably different from what they are today, this frequently quoted definition indicates that the central purpose of advertising is to sell with skills. According to Webster‟s New World Dictionary, to advertise is to tell about or praise( a product, service, etc.) publicly as through newspapers, handbills, radio, etc., so as to make people want to buy the promoted stuff. Encyclopedia Britannia Dictionary defines advertising as follows: “The techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way towards what is advertised Most advertising involves promoting a good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates, among many other examples. In many countries, advertising is the most important source of income for media (e.g. newspapers, magazines, or television stations) thro ugh which it is conducted” (Encyclopedia Britannia Dictionary, 1985:96) Harris and Seldon (1962:40) define advertising as “a public notice designed to spread information with a view to promoting the sales of marketable goods and services”. Dyer (1982:2) be lieves that “in the simplest sense the word …advertising‟means …drawing attention to something‟, or notifying or informing somebody of something”. Advertising is the most effective form of salesmanship for most consumer products and services,” says Leonar d Matthews, president of the American Association of Advertising Agencies. It is the least expensive, most effective way to put our sales story before a potential user (Rotzoll et al., 1986:40). Russell et al. (1988:22) define advertising as “a method of d elivering a message from a sponsor, through an impersonal media, to many people.‟ And according to Merit Students Encyclopedia, it is “a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event”.

So far the most widely accepted definition is the one given by American Marketing Association (AMA): the non-personal communication of information