【正文】 ael H. Anderson noted that advertising was considered to have specific functions, such as to “provide business information。 promote foreign trade。 make people feel proud of socialistic economy and culture。 and be a valuable source of hard currency from foreign advertisers.”(Mueller 299)The development of advertising is based on the development of national economy. Advertising transmits information for the development of national economy。 can initiate one kind of business or retrieval a pany, even can change all over the word. Although it exaggerates the 攀枝花學院本科畢業(yè)論文 Body 6function of advertising, advertising really owns the power to change the world. We can prove this power from experience, advertising is not insignificant business, it is a business that influences contemporary culture, limits the minds and the life of people. As the development of economy, new products are increasing, the needs in market are changing, the place of business is extending, and people always need advertising to provide information of the products for themselves. At the same time, as the material requirement is raising and new means of consumption is emerging, advertising transmission brings simulative function for the means of consumption. It also brings active function for expanding sales and developing new products.Nowadays, advertising is a part of our daily life which can exist everywhere. When we open mailboxes。 listen to the radios。 walk on avenues and alleyways。 it pays more attention to the audio model and notion. They make a nice atmosphere so that audience has an intuition or favor about the productions. They are particular about appreciation. For example, this kind of advertising content is that one family is drinking milk, the language shows concern for the health nice future of your family members. The American advertising language is objective, refined, such as this milk advertising. First, audiences watch milk milked into the barrel and listen to the sound. Then lens move up and one’s surprise it is not a cow but is a bottle of milk. This can show that this brand of milk is very fresh. The whole advertising is no language but the persuasion is very strong.2. SloganSlogan is another type of language in advertising. The functions of it is that it can help businesses set their images and transmit them to the customers. For example, Ford car has a slogan in advertising: Have you driven a Ford… lately? McDonald’s slogan is: Good time, Great taste, McDonald’s. BMW’s slogan is: The Ultimate (McDonald’s slogan) Driving Machine. Coca Cola’s slogan is: Can’t beat the feeling. Pepsis’s slogan is: The choice of a new generation. LG’s slogan is: Life’s good. Nike’s slogan is: Just do it. IBM’s slogan is: No business too small, no problem too big. China tele’s slogan is: Always with you. Toyota’s slogan is: Poetry in motion, dancing close to me. Panasonic’s slogan is: Ideas for life. Nippon’s slogan is: Working beautifully 攀枝花學院本科畢業(yè)論文 Body 8everywhere. But all of these slogans cannot keep it all the time. They will be changed with the change of sales promotion. So we say slogan is not a static type. If copywriter can connect skill of language with sales promotion, this slogan must be successful. Thereof, the language of advertising is not only an art, but also a science.B. Influences of Social Customs Social customs are very difficult to change. No matter what country or nation you are in, there always exist many taboos. We should respect the national customs, which are formed during millenary. Different customs bring great influence on advertising, especially for the advertising across cultures. If someone wants to make an advertising bear fruit, he must learn and respect the local customs so that the advertising can do with a definite purpose to transmit information.Respecting social customs means that the information of advertising cannot offend local taboo, otherwise it may bring unnecessary troubles. The advertising makers should make an advertising adapts to the social custom. For example, there is advertising about Saturn Car. The content is that John was a photographer, but he spent more money on the petrol than film. This was a serious problem for him. He wanted to economize some spending. When he saw the Saturn, he felt very fortable, the back of Saturn Car could be folded and the space was very large. John wanted to bring some feed on every weekend, because he kept many animals in his house. In this advertising, the maker wanted to arouse the consumers’ interest so that they would purchase the products. The root of this idea is the American social custom. In America, many people pay more attention to protect the environment and they also like feeding some animals. Nowadays, we often watch some affirmatory advertising. But social difference between China and America also exists in this kind of advertising. Chinese traditional custom emphasizes on united mind, such as “absolute authority”. Advertising always uses “gain one’s golden cup”, “stateowned corporation”, “drinking for national meeting”. American advertising pays more attention to the fact, such as “after many experiments, we get a result…” “Many investigations show that…” There is one example: “Obviously, it’s the brush on the bottom. New Crest Complete. You see, in laboratory tests, new Crest Complete got up to 37% father between teeth than the leading flat brush. New Crest Complete can help you maintain a dentist clean at home.” (Zhou 164) This advertising is for a product of 攀枝花學院本科畢業(yè)論文 Body 9Pam