AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS
3.2.2 Comparison of headlines of different types of advertisements
Table 4 tells which type of headline is most used in a certain type of advertisements.
Table 4 Comparison of headline s in three types of advertisements
| Benefit
Headline |
News/Infor
headline |
Provocative
Headline |
Question
Headline |
Command
Headline | |
| Daily
Consumer Goods |
15% |
25% |
15% |
40% |
5% |
| Technical
Equipment |
10% |
30% |
30% |
25% |
5% |
|
Service |
35% |
10% |
40% |
10% |
5% |
Why question headlines are more frequently used in daily consumer goods ads? American sociolinguist Daniel N. Maltz (方薇, 1997:144) concluded through study that women tend to ask questions. They have ubiquitous curiosity. So the women-targeting ads, daily consumer goods ads, cleverly employ question headlines to cater to women’s curiosity. The question can be what women care, such as “ Which of these continental quilt patterns will suit your bedroom best?”; or what women seldom think of, such as “Hear the one about the comedian who never drank milk?”. No matter what kind of question, it will arouse women’s interest effectively.
According to the comparison, information headlines are most popular in technical equipment advertisements. For example:
Here’s the filmless version.
It’s about exchanging information easily with people you trust.
The muscular V6 gives the Grand Vitara undeniable appeal.
…
Technical equipment is the result of science and high technology. Unknown information in an advertisement accounts for a large proportion. Unlike daily consumer goods ads, no introduction of a product is necessary in headline, because we are so familiar with these daily used products that almost all information becomes given information. Therefore, headlines of technical equipment ads mean to attract readers by displaying the unknown information of a product.
However, service ads tend to give promise in headline to attract readers. For example:
Wherever you are, whenever you need us, the Allianz Group is always there for you.
The right bank can make all the difference.
Cancer patients fly free on the wings of angles.
…
Banks, insurance companies, public utilities and airlines prefer using benefit headlines to emphasize what they can do to customers. Consumer goods and technical equipment can present themselves in beautiful pictures. However, service ads are not able to present their “product” in print except language. So, they have to highlight their “product” in the headline.
