“软卖”型广告中的“移情”

Empathy in "Soft-sell" Advertisements

广告在英语国家里几乎无时不有,无处不在,它对人们的生活正在产生日益重要的影响。广告的目的自然是劝说人们去购买某种商品或去做某件事情,但它又不能简单地等同于一般劝说文。广告语言需要特别精练,并具有一种神奇的力量一下子就吸引住读者。这就要求广告作者必须对读者心理有相当的了解和研究。广告一般可分为两种类型:“硬卖”(’hard-sell’)型和“软卖”(’soft-sell’)型。“硬卖”

This paper discusses: (1) how advertisers flatter readers' ego; (2) how they stimulate and enrich readers' imagination; (3) how phonological and rhythmical effects help bring up happy associations; (4) how they make use of famous remarks to help produce splendid images of the goods or the service; (5) how they catch readers' eye; (6) how they get feedback with the magic word FREE.