And according to Association of National advertisement (ANA) in the United States, the purposes of an advertisement are awareness, comprehension, conviction and action (Zhao 18)。 Once the reader’s attention has been caught, advertisement must hold their attention and convince them。 In other words, advertisement first would arouse the reader’s interest and stimulate the potential consumer’s desire to buy。 Then, to convince the consumers the superiority of the commodity to other similar commodity。 At last, the advertisement would motivate the consumers to take actions-to try or buy what is advertised。 And at that time advertisement achieves its ultimate purpose。来:自[优E尔L论W文W网www.chuibin.com +QQ752018766-

No matter what the way of advertisement’s expression is, its ultimate purpose is same。 That is to persuade the consumers to buy a certain commodity or service in order to make the maximum profit for the firm。

2。3 Functions of Advertisement

    Although there exists a lot of controversies about the merits and demerits of advertisement, advertisement as a product of the commodity economy undoubtedly becomes increasingly important in the stage of the prosperous economy。 The function of modern advertisement is persified。 Generally speaking, advertisement has five main functions。