Communicate Without Limits: A Comprehensive View of Advertising Language

Author: Wu Weishan
Publisher:
Publish Date: 2002-09-01
Features: In commercial communication, there are only two terminal forms of all communication works: one is graphics, and the other is language. Graphics certainly play an important role in communication, but we must fully recognize the fact that what truly supports the entire commercial communication is the symbolic form of language. In recent years, a series of concepts and ideas of linguistic symbols have been guiding the entire market: "Green" symbolizes environmental protection, "Grand Catering" represents the business philosophy of large-scale urban catering groups, "Nourish from Within to Strengthen Without" embodies the concept of holistic beauty care, and "The Customer is God" has become the creed of the service industry. These linguistic symbols can be a single word, a phrase, or even a sentence. The concepts and ideas of these linguistic symbols reflect the business philosophy and values of enterprises and merchants, convey a market's consumer concepts and fashion pursuits, and become the "reasons" for public consumption. Therefore, in the context of today's market economy, valuable linguistic symbols that are recognized by a broad consumer base serve as the information carriers for commercial communication.