Analyses of Language Appeal Strategy in Commercial Advertisements

Except for the intensive and meticulous work on non-linguistic means such as illustration, color, space, layout and arrangement as well, commercial advertisements mainly resort to the language appeal strategy to execute the purpose of pushing sales. From the perspectives of diversification of linguistic forms, human-orientation of text designs, deviation of pragmatic mediums and rhetoric of language expressions, this paper attempts to analyze the langnage appeal strategy of commercial advertisements in the way of stylistics, pragmatics and cognitive motivations. Therefore, it will reveal how the consumers are brought to attention, interest, desire and action by commercial advertisements.