What has been discussed in this thesis only includes the linguistic strategies adopted in ad discourse, their classifications, some corresponding findings, and possible interpretations. However, there are still other topics left untouched.
First, although we have rough finding that ads about cosmetics employ more analogy and ads about books use more reported speeches, this thesis does not have focus on how the topic of a product may influence its persuasive linguistic strategies.
Further studies about mass media are suggested to include this issue. Second, it is also expected that more detailed subcategorization of each strategy will be carried out, either from linguistic perspectives or other fields. Third, more data should be included and analyzed. Data from TV commercials or print ads collected from other sources such as MRT stations are also recommended. More comparisons can be drawn to observe if there are any similarities or differences in the linguistic strategies among these ads. Fourth, most of ads include illustrations, and we have also introduced an ad promoting YAMAHA scooters in which implicature is highlighted and emphasized by using illustrations. Thus, it is also suggested that more studies can be conducted to investigate the interactions between texts and illustrations. Last but not the least, it is also another interesting topic whether units involving more strategies are really beneficial to consumers’ brand attitudes, and it also leaves room for discussion whether more strategies in a unit facilitates readers’ memory toward the information.
The above-mentioned points provide the directions for further analysis.
158
References
Ahn, Jungsun, La Ferle, Carrie, 2008. Enhancing recall and recognition for brand name and body copy. Journal of Advertising 37 (3), 107-117.
Barry, Roberta, 1975. Topic in Chinese: An overlap of meaning, grammar, and discourse function. In: Grossman, R., San, L. J., Vance, T. J. (Eds), Papers from the Parasession on Functionalism. Chicago Linguistic Society, Chicago.
Battistella, Edwin, 1996. The Logic of Markedness. Oxford University Press, New York.
Beaver, David, 2001. Presupposition and Assertion in Dynamic Semantics. CSLI Publications.
Bovee, C. L, Arens, W. F., 1994.Contemporary Advertising (5th Ed.) Boston: Richard D. Irwin.
Bresnan, J., 1971. Sentence stress and syntactic transformations. Language 47, 176-7.
Briggs, Nancy E., 1973. Rhetorical dimensions of the nursery rhyme. Speech Teacher 22, 215-219.
Brown, Penelope, Levinson, Stephen, 1987. Politeness: Some Universals in Language Usage. Cambridge University Press, Cambridge.
Callister, Mark A., Stern, Lesa A., 2007. The role of visual hyperbole in advertising effectiveness. Journal of Current Issues and Research in Advertising 29 (November 2), 2-14.
Chang, Vincent Tao-hsun, 2005. “Poetic effects as a communicative strategy:
Analyzing Elite Bookstore's print advertisements.” Conference Papers -- International Communication Association, 2005 Annual Meeting, pp.1-17. New York.
Chang, Wan-Liang, 2001. A Study of Information Management in Chinese Advertisements from the Application of Presuppositions. Unpublished MA thesis.
National Tsing Hua University.
Cipollone, N., Keiser S. H., Vasishth, S. (Eds.), 1998. Language Files. The Ohio State University, Ohio.
Cook, G (Ed.), 1992. The Discourse of Advertising. Routledge, London.
Coulmas, Florian, 1985. Direct and Indirect speech: general problems and problems of Japanese. Journal of Pragmatics 9, 41-63.
Crystal, David, 1997. English as Global Language. Cambridge University Press, Cambridge.
Dell, G. S.,1990. Effects of frequency and vocabulary type on phonological speech errors. Language and Cognitive Processes 5, 313–349.
Domzal, Teresa J., Hunt, James M., Kernan Jerome B., 1995. Achtung! The Information Processing of Foreign Words in Advertising, International Journal of Advertising 14 (2), 95–114.
Dufour, Robert, Kroll, Judith E., 1995. Matching words to concepts in two languages:
A test of the concept mediation model of bilingual representation. Memory and Cognition 23 (2), 166-180.
Durand, J., 1970. Rhetorique et image publicitaire. Communications 15, 70-95.
Editions du Seuil, Paris.
Dyer, G. 1988. Advertising as Communication. Routledge, London.
Emond, J.E., 1976. A Transformation Approach to English Syntax. Academic Press, New York.
Frege, Gottlob, 1948. Sense and reference. The Philosophical Review 57, 209-230.
Ervin-Tripp, Susan M., 1976. Speech Acts and Social Learning. In: Meaning in Anthropology, eds. Keith H. Basso and Henry A. Seiby, Albuquerque, NM:
University of New Mexico Press.
Evans, Vyvyan, Green, Melanie, 2006. Cognitive Linguistics: An Introduction.
Edinburgh University Press, Edinburgh.
Fortheringham, Wallance, 1966. Persectives on Persuasion. Allyn & Bacon, Boston.
Fromkin, Victoria, Rodman, Robert, Hyams, Nina, 2003. An Introduction To language (7th Ed). MA: Thomson Warsworth.
Geis, M.L. 1982. The Language of television advertising. New York: Academic Press.
Gray, S.A., Snyder, R., 1989. Metaphors in advertising: Effects on memory. In:
Gardner, M.P. (Ed.), Proceedings of the Society for Consumer Psychology, 85-87.
American Psychological Association, Washington DC.
Greenwald, Anthony G., Leavitt, Clark, 1984. Audience involvement in advertising:
Four Levels. Journal of Consumer Research 2 (June), 581-592.
Grice, H.P., 1975. Logic and conversation. In: Cole, Peter, Morgan (Eds.), Syntax and semantics. Vol 3. Speech Acts. Academic Press, New York, pp. 41-58.
────1989. Studies in the Ways of Words. MA thesis. Harvard University Press, Cambridge.
Grundy, P. 2000. Doing Pragmatics. Arnold.
Harris, R., Sheldon A., 1962. Advertising and the Public. Andre Deutsch, London.
Hietaranta, Pertti S., 1984. A functional note on topicalization. English Studies 65 (1), 48-51.
160
Hong, Hui-Ru, 2003. A linguistic analysis of Mandarin cold jokes. Unpublished MA thesis, National Taiwan Normal University.
Ing, R.O, 1985. Guoyu fayin zai Taiwan: Muqian qushi yu yiban cuowu zhi tantao [Mandarin pronunciation on Taiwan: An analysis of recent trends and errors].
Proceedings of the First International Conference on the Teaching of Chinese as a Second Language, 414-425. Shijie Huawen, Taipei.
Jescheniak, J. D., Levelt, W. J. M., 1994. Word frequency effects in speech production: Retrieval of syntactic information and of phonological form. Journal of Experimental Psychology: Learning, Memory, and Cognition 20, 824–843.
Katamba, Francis, 1989. An Introduction to Phonology. Longman, London.
Kaufman-Scarborough, Carol, 2001. Accessible advertising for visually-disabled persons: The case of color-deficient consumers. The Journal of Consumer Marketing 18 (4/5), 303–318.
Kolin, Philip C., 1977. Paronomastic announcements; or, how to have a little pun with your ads. American Speech 52(1/2), 29-38.
Kövecses, Z., 2002. Metaphor: a practical introduction. Oxford University Press, New York.
Kroll, Judith E., Stewart, Erika, 1994. Category interference in translation and picture naming: evidence for asymmetric connections between bilingual memory representations. Journal of Memory and Language 33 (2), 149-174.
Kubler, Cornelius. 1985. The Development of Mandarin in Taiwan: A Case Study of
Lakoff, R.T., 1982. Persuasive discourse and ordinary conversation, with examples from advertising. In: Tannen, D. (Ed.), Analyzing Discourse: Text and Talk.
Georgetown University Press, Washington, D.C..
Lane, Cooper, 1960. Rhetoric of Aristotle. Englewood Cliffs, Prentice-Hall, New Jersey.
Larson, Charles U., 1989. Persuasion: Reception and Responsibility. Wadsworth Publishing Company, California.
Leech, Geoffrey N., 1966. English in Advertising: A linguistic study of advertising in Great Britain. Longmans, Green and Co, London.
Leech, Geoffrey N., 1987. A Linguistic Guide to English Poetry. Longman, London.
Leigh, James H., 1994. The use of figures of speech in print ad headlines. Journal of Advertising 23 (2), 17-33.
Lerman, Dawn, Garbarino, Ellen, 2002. Recall and recognition of brand names: A comparison of word and non-word name types. Psychology and Marketing 19 (7/8), 621–639.
Levelt, W. J. M., Roelofs, A., Meyer, A. S., 1999. A theory of lexical access in speech production. Behavioral and Brain Sciences 22, 1–75.
Levinson, Stephen C., 1983. Pragmatics. Cambridge University Press, Cambridge.
Liang, Ping, 2006. Feature of advertisement in English. Journal of Nantong Vocational and Technical Shipping College 5(3), 21-23.
Li, Charles N., 1986. Direct and indirect speech: A functional study. In: Coulmas F.
(Ed), Direct and Indirect Speech. Mouton de Gruyter: Berlin.
Lowrey, Tina M., 1998. The effects of syntactic complexity on advertising persuasiveness. Journal of Consumer Psychology 7 (2), 187-206.
Luu, Trong Tuan, 2010. Metaphors in advertising discourse. Studies in Literature and Language 1(6), 75-81.
MacInnis, Deborah J., Christine Moorman, Jaworski, Bernard J., 1991. Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing 55(October), 32-63.
Macquarie, Edward F., Mick, David Glen, 1992. On resonance: A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research 19 (September), 180-197.
Macquarie, Edward F., Mick, David Glen, 1996. Figures of rhetoric in advertising language. Journal of consumer research 22, 424-438.
────and ──── ,1999. Visual rhetoric in advertising: Text interpretations, experimental, reader response methodologies. Journal of Consumer Research 26 (June), 37-54.
──────, Phillips, Barbara, 2005. Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising 34 (Summer), 7-21.
Marjorie, Delbaere, Macquarie, Edward F., Phillips, Barbara J., 2011. Personification in advertising: Using a visual metaphor to trigger anthropomorphism. Journal of Advertising 40 (spring), 121-130.
Martin, Jack, Cummings, Anne L., Hallberg, Ernest T., 1992. Therapists’ intentional use of metaphor: memorability, clinical impact, and possible epistemic/motivational functions. Journal of Consulting and Clinical Psychology 60 (February), 143-145.
McGuire, W. J., 1969. The nature of attitudes and attitude change. In: Lindzey, Aronson (Eds.), The handbook of social psychology, vol.3. Reading, Mass:
Addison Wesley, pp. 136-314.
162
Mcguire, William J., 2000. Standing on the shoulders of ancients: Consumer research, persuasion, and figurative language. Journal of consumer research 27 (June), 109-114.
McQuarrie, Edward F., Phillips, Barbara J., 2002. The development, change, and transformation of rhetorical style in magazine advertisements 1954-1999. Journal of Advertising 16 (4), 1-13.
Miller, George A., 1956. The magical number seven, plus or minus two: some limits on our capacity for processing information. The Psychological Review 63, 81-97.
Miozzo, Michele, Jobs, Melisa L., Singer, Nicholas J.W., 2004. The representation of homophones: Evidence from anomia. Cognitive Neuropsychology 21 (8), 840-866.
Mirabela Pop, Anamaria, 2008. The style in the language of promotional literature.
Annals of Faculty of Economics 1, 626-632.
Mitchell, Andrew A., 1983. Cognitive processing initiated by exposure to advertising.
Information Processing Research in Advertising. In: Harris, Richard J. (Ed.) Lawrence Erlbaum, Hillsdale, NJ, pp. 13-42.
Nevett, T.R., 1982. Advertising in Britain: A History. Heinemann, London.
O ’ Donnell, Victoria, Jowett, Garth S., 1986. Propaganda and Persuasion. Saga Publications, New York.
O’Grady, William, Dobrovolsky, Michael, Katamba, Francis, 1996. Contemporary Linguistics. Longman, London.
Pepicello, W., Weisberg, R., 1983. Psycholinguistics of humor. In: Goldstein, J., McGhee, P. (Eds.), Handbook of humor research. New York: Springer-Verlag, vol 1. pp. 59 – 83.
Peracchio, Laura A., Meyers-Levy, Joan, 1994. How ambiguous cropped objects in ad photos can affect product evaluations. Journal of Consumer Research 21 (June), 190-204.
Phillips, Barbara, 1997. Thinking into it: consumer interpretation of complex advertising images. Journal of Advertising 26 (Summer), 77-87.
Ramirez, Gloria, Pasquarella, Adrian, Xi, Chen, Lam, Katie, Luo, Yang C., 2011.
Cross-language transfer of morphological awareness in Chinese–English bilinguals.
Journal of Research in Reading 34 (1), 23-42.
Redford, Andrew, 1988. Transformational Grammar: A First Course. Cambridge University Press, Cambridge.
Ricoeur, Paul, 1977. The Rule of Metaphor: Multi-disciplinary Studies of the Creation of Meaning in Language. Czerny, Robert, McLaughlin, Kathleen ,Costello, John (trans). University of Toronto Press, Toronto.
Ross, Raymond S., 1974. Persuasion: Communication and Interpersonal Relations.
Prentice-Hall Inc, New Jersey.
Rubin, David C., Wanda, T. Wallace, 1989. Rhyme and reason: analyses of dual retrieval cues. Journal of Experimental Psychology: Learning, Memory and Cognition 15 (July), 698-709.
Schmidt, R., Kess, J.F., 1986. Television Advertising and Televangelism. John Benjamins Publishing Company, Amsterdam.
Shang, Zhen, 2007. Persuasion in Business Discourse: An Rhetoric Analysis.
Unpublished MA thesis, GuanGxi University.
Shklovsky, Viktor, 1998. Art as Technique. In: Rivkin, Julie, Ryan, Michael (Eds), Literary Theory: An Anthology. Blackwell Publishing Ltd, Malden.
Sperber, Dan, Wilson, Deirdre, 1986/1995. Relevance: Communication and Cognition.
Blackwell, Oxford.
Stern, Barbara B., 1988. Medieval allegory: roots of advertising strategy for the mass market. Journal of Consumer Research 52(July), 84-94.
Sun, An-Lin, 2010. Verbal attacks in Taiwan's political talk shows. Unpublished MA thesis. National Taiwan Normal University.
Strawson, P.F., 1952. Introduction to Logical Theory. Methuen, London.
Swasy, John L., Munch, James M., 1985. Examining the target of receiver elaboration:
Rhetorical question effects on source processing and persuasion. Journal of Consumer Research 11, 877-886.
Tanaka, Keiko, 1994. Advertising Language: A pragmatic approach to advertisement in Britain and Japan. Routledge, London.
Tse, John Kwock-ping, 1992. Production and perception of syllable final [n] and [ŋ] in Mandarin Chinese: An experimental study. Studies in English Literature and Linguistics 18, 143-156.
Turner, Mark, 1987. Death Is the Mother of Beauty: Mind, Metaphor, Criticism.
University of Chicago Press, Chicago.
Unjerer, F., Schmid, H. J., 2006. An Introduction to Cognitive Linguistics. Longman, London.
Van den, Bergh, Bruce, G., Keith, Adler, Lauren, Oliver, 1987. Linguistic Distinction Among Top Brand Names. Journal of Advertising Research 27 (4), 39-44.
Van Dijk, Teun A., 2001. Critical discourse analysis. In: Schiffrin, Deborah, Tannen, Deborah, Heidi, E. (Eds.), The Handbook of Discourse Analysis. Basil Blackwell,
164
Oxford.
Vestergaard, T., Schrøder, K., 1985. The Language of Advertising. Basil Blackwell, Oxford.
Wang, Mengjuan, 2007. The Application of Pragmatic Presupposition to the English in Advertising. MA thesis. Beihua University.
Wang, Ying-fang, 2007. Analysis of presupposition and its function in advertisement.
Canadian Social Sciences 3(4). 55-60.
Wei, J. M-Y, 1996. Form and function in political slogans: A case study of the 1996 presidential campaign in Taiwan. Proceedings of the 5th International Symposium on Chinese Language and Linguistics (IsCLL-5). National Chengchi University, Taipei, pp. 131-149.
Wei, Xiao, 2009. Pragmatic Presupposition in Advertisements. Unpublished MA thesis, ChongQing Normal University.
Xiang, Zhimin, 2010. A Cognitive Study of Advertisement Parody. Unpublished MA thesis, Sichuan International Studies University.
Xu, Xiaoyan, 2007. Foregrounding: The linguistic art of advertising English.
Unpublished MA thesis. ChongQing Normal university.
Yang, Pei-Lin, 2010. Imperatives in Chinese. Unpublished MA thesis, National Chengchi University.
Yang, Yonghe, 2005. Research into advertising language from the perspective of pragmatics. Unpublished MA thesis, Xiangtan University.
Zhang, Jin-Yun, 2010. Communicative dynamism functional perspective analysis of English advertising texts. Journal of North China Electric Power University 4, 115-120.
Zillmann, Dolf, 1972. Rhetorical elicitation of agreement in persuasion. Journal of Personality and Social Psychology 21 (February), 159-165.
────and Cantor, Joanne, 1974. Rhetorical elicitation of concession in persuasion.
Journal of Social Psychology 94 (December), 223-236.
Zipf, G. K., 1949. Human behavior and the principle of least effort. Cambridge MA, Addison-Wesley.
究所碩士論文，未出版，台南市。
陳麗華（民99）。試析廣告英語的詞彙特色。西南農業大學學報社會科學版，8 (6), 133-136。
賀哲（民 98）。論 Oxymoron 的特點及其在英語商業廣告中的運用。商業現代 化，10， 207-210。
黃宣範（民77）。台灣話構詞論。現代台灣話研究論文集。台北：文鶴。
黃彥可、劉宗明（民 97）。借代在產品語意設計中的應用。湖南工業大學學報 社會科學版，13(5)，122-124。
廖七一（民91）。當代西方翻譯理論探索。南京：譯林出版社。
黎海斌（民92）。商務人員看廣告學英語。北京：中國紡織出版社。
簡玉綢（民98）。淚雨、月夜、花鳥成韻-陳達儒台語歌詞內涵。作詞家陳達儒與
台灣歌謠發展研討會論文集。台北：台北市國立台北教育大學台灣文化研究 所。
Electronic references. (n.d.). Retrieved March 21, 2012, from http://en.wikipedia.org/wiki/Parallelism_(rhetoric)