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On Implicit Mode of Speech Reporting in Chinese Advertisements

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Author(s): Jianwu Peng

Journal: Journal of Language Teaching and Research
ISSN 1798-4769

Volume: 2;
Issue: 1;
Start page: 196;
Date: 2011;
Original page

Keywords: reported speech | implicit mode | advertisements | persuasiveness | Chinese

ABSTRACT
The use of reported speech is a very important aspect of persuasion in advertisements. This paper is intended to analyze how implicit mode of reported speech is employed in the sale or marketing of products. It is argued that reported speeches in advertisements are shaped by the interplay of linguistic and non-linguistic knowledge, and their meaning can be best accounted for in the framework of knowledge-for-use. The analysis of Chinese advertisements has proved how useful implicit reporting is in enhancing persuasiveness in advertising.
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