院长第六个作业院长第六个作业.doc

The Application of Deixis in Advertising English 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 candicates, among many other examples. In many countries, advertising is the most important source of income for media (e.g. newspapers, magazines, or television stations) through 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) believes that “in the simplest sense the word 慳dvertising抦eans 慸rawing attention to somethingles’, or notifying or informing somebody of something”. Advertising is the most effective form of salesmanship for most consumer products and services,” say