A Study on the Headlines of the Advertisements  

作　　者：Yin＇er Zhu 

机构地区：[1]Ningbo University

出　　处：《US-China Foreign Language》2005年第5期64-69,共6页美中外语（英文版）

摘　　要：To promise some benefits or advantages of the product in the headline of an advertisement is important. However, serious concern about this element is rarely found in recent studies on the headlines of the advertisement, in this paper, I will begin by briefly describing the recent studies on headlines of advertisements and pointing out my focus on the attempt to make some contribution to the study of the ＂benefit＂ and account for the effect of headlines within the theory of markedness. I will then go on to present main ideas of the markedness theory concemed, constructing a framework for my further analysis of the data from U.S. NEWS and followed by a classification of the data in the light of the strategies each applied to be attractive. Finally I suggest an explanation for why a large proportion of advertisements knowingly conceal their advantage in the headlines although it is generally taken to be quite effective to catch potential consumers as well as some strategies to achieve effective headlines.

关 键 词：advertisement headline markedness 

分 类 号：H3[语言文字]