研究普遍認為廣告語言有著其他文體沒有的特殊結構及特性，其創意性和新穎性一直是研究的主題之ㄧ。從大眾傳播的角度探討廣告語言的相關研究不勝枚舉，然而從語言學角度切入探究廣告語言特性的研究卻相當有限，也甚少研究從語言學的各個面向對廣告語言作全面性的分類及探討。

本研究分析台灣雜誌平面廣告中的說服策略，語料取自天下雜誌、遠見雜誌、親子天下、漂亮家居和壹週刊的平面廣告。依據語言學的觀點，全面性地把說服策略就音韻、構詞、搭配語、句法、語意、語用及其他策略，進一步分成次分類進行討論。以使用單一策略的分析單位而言，研究結果顯示語用策略為最常見的語言策略，以次分類而言，預設為最常使用的策略，其次為隱喻，再者為祈使句、引用、轉碼和隱涵。這些策略皆有『訊息導向』的特質，其目的在於增加訊息感官收入的可能性、使訊息傳遞更有效率、更直接，亦或使廣告標語更具體化、更生動，進而引起消費者注意並激起其購買的慾望。

就這些策略的組合方式而言，「重複＋對稱」不但最常使用，也展現高度與其它組合並用的可能性，而「押韻＋重複＋對稱」的出現次數也頗為頻繁。本研究指出押韻、重複和對稱之所以易與其它策略結合，在於其皆具有『結構導向』的特質。即使使用它們無法傳遞更多的訊息，但其帶來的韻律及節奏感，能美化廣告標語、加強語氣，以增加消費者對廣告標語的記憶性。這樣的特質使它們傾向和其它策略同時出現而非單獨使用。

Ad language, which is regarded as a distinctive type of discourse, has long been a hot issue under investigation on the basis of its creativity and innovation. Although there are a considerable number of researches dealing with the features shown in ad language from the field of mass media, little attention has been paid to the persuasive strategies from a linguistic perspective. Moreover, there is hardly any study comprehensively incorporating all of the linguistic subfields in the analysis of ad discourse.

This thesis aims to investigate the persuasive strategies exploited in print ads in Taiwan’s magazines. The data in the present study are collected from Global Views, Common Wealth, Education/ Parenting/ Family Lifestyle, My Home, and Next Magazine. All units of analysis are categorized into phonological, morphological, collocational, syntactic, semantic, pragmatic, and other strategies from a linguistic perspective.

Among all of the single-strategic units, pragmatic strategy is the most commonly adopted compared with those from other categories. In terms of each type of sub-strategy, it is found that presupposition is the most ubiquitous strategy in ads since it is designed to transmit more information than consumers can be aware of within limited time and space. What follows presupposition is metaphor. Its easily-designed nature and concretizing function lead to its popularity. Reported speech and implicature are also frequently adopted based on their high efficiency in transmitting information. Imperatives are also favored due to their semantic transparency in encouraging consumers to buy the products. In addition, the popularity of code-switching cannot be neglected because of its function to increase the probability of sensory input. Based on these findings, it is concluded that strategies commonly observed in single-strategic units are all message-oriented strategies in that they can increase the salience of messages, transmit information with high efficacy, or make ads more concrete and thus more reader-friendly.

As far as the combinational patterns are concerned, it is observed that the pattern “repetition + parallelism” is not only the most common double-strategic combination but also displays the highest potential in integrating with other strategies. In addition, “rhyme + repetition + parallelism” is also very prevalent in triple-strategic tokens. We conclude that the structure-oriented nature of rhyme, repetition, parallelism results in their high frequency in multiple-strategic units. Their poverty in expressing new messages but high potential in beautifying the rhythm, strengthening the voice of utterances, adorning the structure of language, and increasing the memorability of ads give rise to their high tendency to actively collocate with other strategies instead of standing alone.

Ahn, Jungsun, La Ferle, Carrie, 2008. Enhancing recall and recognition for brand name and body copy. Journal of Advertising 37 (3), 107-117.
Barry, Roberta, 1975. Topic in Chinese: An overlap of meaning, grammar, and discourse function. In: Grossman, R., San, L. J., Vance, T. J. (Eds), Papers from the Parasession on Functionalism. Chicago Linguistic Society, Chicago.
Battistella, Edwin, 1996. The Logic of Markedness. Oxford University Press, New York.
Beaver, David, 2001. Presupposition and Assertion in Dynamic Semantics. CSLI Publications.
Bovee, C. L, Arens, W. F., 1994.Contemporary Advertising (5th Ed.) Boston: Richard D. Irwin.
Bresnan, J., 1971. Sentence stress and syntactic transformations. Language 47, 176-7.
Briggs, Nancy E., 1973. Rhetorical dimensions of the nursery rhyme. Speech Teacher 22, 215-219.
Brown, Penelope, Levinson, Stephen, 1987. Politeness: Some Universals in Language Usage. Cambridge University Press, Cambridge.
Callister, Mark A., Stern, Lesa A., 2007. The role of visual hyperbole in advertising effectiveness. Journal of Current Issues and Research in Advertising 29 (November 2), 2-14.
Chang, Vincent Tao-hsun, 2005. “Poetic effects as a communicative strategy: Analyzing Elite Bookstore's print advertisements.” Conference Papers -- International Communication Association, 2005 Annual Meeting, pp.1-17. New York.
Chang, Wan-Liang, 2001. A Study of Information Management in Chinese Advertisements from the Application of Presuppositions. Unpublished MA thesis. National Tsing Hua University.
Chen, Chung-yu, 1991a. Shengdiao de zhuanbian yu kuosan: Taipei butong nianlingqun de quyang [The tonal change and diffusion: From the sampling of different age groups in Taipei]. Journal of Chinese Language Teachers Association 16, 69-99.
Chen, Misi, 2007. A Study of the Application of Intensification in Advertising Language. Unpublished MA thesis. Shanghai Jiao Tong University.
Cipollone, N., Keiser S. H., Vasishth, S. (Eds.), 1998. Language Files. The Ohio State University, Ohio.
Cook, G (Ed.), 1992. The Discourse of Advertising. Routledge, London.
Coulmas, Florian, 1985. Direct and Indirect speech: general problems and problems of Japanese. Journal of Pragmatics 9, 41-63.
Crystal, David, 1997. English as Global Language. Cambridge University Press, Cambridge.
Dell, G. S.,1990. Effects of frequency and vocabulary type on phonological speech errors. Language and Cognitive Processes 5, 313–349.
Domzal, Teresa J., Hunt, James M., Kernan Jerome B., 1995. Achtung! The Information Processing of Foreign Words in Advertising, International Journal of Advertising 14 (2), 95–114.
Dufour, Robert, Kroll, Judith E., 1995. Matching words to concepts in two languages: A test of the concept mediation model of bilingual representation. Memory and Cognition 23 (2), 166-180.
Durand, J., 1970. Rhetorique et image publicitaire. Communications 15, 70-95. Editions du Seuil, Paris.
Dyer, G. 1988. Advertising as Communication. Routledge, London.
Emond, J.E., 1976. A Transformation Approach to English Syntax. Academic Press, New York.
Frege, Gottlob, 1948. Sense and reference. The Philosophical Review 57, 209-230.
Ervin-Tripp, Susan M., 1976. Speech Acts and Social Learning. In: Meaning in Anthropology, eds. Keith H. Basso and Henry A. Seiby, Albuquerque, NM: University of New Mexico Press.
Evans, Vyvyan, Green, Melanie, 2006. Cognitive Linguistics: An Introduction. Edinburgh University Press, Edinburgh.
Fortheringham, Wallance, 1966. Persectives on Persuasion. Allyn & Bacon, Boston.
Fromkin, Victoria, Rodman, Robert, Hyams, Nina, 2003. An Introduction To language (7th Ed). MA: Thomson Warsworth.
Geis, M.L. 1982. The Language of television advertising. New York: Academic Press.
Gray, S.A., Snyder, R., 1989. Metaphors in advertising: Effects on memory. In: Gardner, M.P. (Ed.), Proceedings of the Society for Consumer Psychology, 85-87. American Psychological Association, Washington DC.
Greenwald, Anthony G., Leavitt, Clark, 1984. Audience involvement in advertising: Four Levels. Journal of Consumer Research 2 (June), 581-592.
Grice, H.P., 1975. Logic and conversation. In: Cole, Peter, Morgan (Eds.), Syntax and semantics. Vol 3. Speech Acts. Academic Press, New York, pp. 41-58.
────1989. Studies in the Ways of Words. MA thesis. Harvard University Press, Cambridge.
Grundy, P. 2000. Doing Pragmatics. Arnold.
Harris, R., Sheldon A., 1962. Advertising and the Public. Andre Deutsch, London.
Hietaranta, Pertti S., 1984. A functional note on topicalization. English Studies 65 (1), 48-51.
Hong, Hui-Ru, 2003. A linguistic analysis of Mandarin cold jokes. Unpublished MA thesis, National Taiwan Normal University.
Ing, R.O, 1985. Guoyu fayin zai Taiwan: Muqian qushi yu yiban cuowu zhi tantao [Mandarin pronunciation on Taiwan: An analysis of recent trends and errors]. Proceedings of the First International Conference on the Teaching of Chinese as a Second Language, 414-425. Shijie Huawen, Taipei.
Jescheniak, J. D., Levelt, W. J. M., 1994. Word frequency effects in speech production: Retrieval of syntactic information and of phonological form. Journal of Experimental Psychology: Learning, Memory, and Cognition 20, 824–843.
Katamba, Francis, 1989. An Introduction to Phonology. Longman, London.
Kaufman-Scarborough, Carol, 2001. Accessible advertising for visually-disabled persons: The case of color-deficient consumers. The Journal of Consumer Marketing 18 (4/5), 303–318.
Kolin, Philip C., 1977. Paronomastic announcements; or, how to have a little pun with your ads. American Speech 52(1/2), 29-38.
Kövecses, Z., 2002. Metaphor: a practical introduction. Oxford University Press, New York.
Kroll, Judith E., Stewart, Erika, 1994. Category interference in translation and picture naming: evidence for asymmetric connections between bilingual memory representations. Journal of Memory and Language 33 (2), 149-174.
Kubler, Cornelius. 1985. The Development of Mandarin in Taiwan: A Case Study of Language Contact. Student Publishing Co, Taipei.
Kuo, L., Anderson, R.C., 2006. Morphological awareness and learning to read: A cross-linguistic perspective. Educational Psychologist 41, 161–180.
Lakoff, G., Johnson, M., 1980. Metaphors We Live By. University of Chicago Press, Chicago.
Lakoff, R.T., 1982. Persuasive discourse and ordinary conversation, with examples from advertising. In: Tannen, D. (Ed.), Analyzing Discourse: Text and Talk. Georgetown University Press, Washington, D.C..
Lane, Cooper, 1960. Rhetoric of Aristotle. Englewood Cliffs, Prentice-Hall, New Jersey.
Larson, Charles U., 1989. Persuasion: Reception and Responsibility. Wadsworth Publishing Company, California.
Leech, Geoffrey N., 1966. English in Advertising: A linguistic study of advertising in Great Britain. Longmans, Green and Co, London.
Leech, Geoffrey N., 1987. A Linguistic Guide to English Poetry. Longman, London.
Leigh, James H., 1994. The use of figures of speech in print ad headlines. Journal of Advertising 23 (2), 17-33.
Lerman, Dawn, Garbarino, Ellen, 2002. Recall and recognition of brand names: A comparison of word and non-word name types. Psychology and Marketing 19 (7/8), 621–639.
Levelt, W. J. M., Roelofs, A., Meyer, A. S., 1999. A theory of lexical access in speech production. Behavioral and Brain Sciences 22, 1–75.
Levinson, Stephen C., 1983. Pragmatics. Cambridge University Press, Cambridge.
Liang, Ping, 2006. Feature of advertisement in English. Journal of Nantong Vocational and Technical Shipping College 5(3), 21-23.
Li, Charles N., 1986. Direct and indirect speech: A functional study. In: Coulmas F. (Ed), Direct and Indirect Speech. Mouton de Gruyter: Berlin.
Lowrey, Tina M., 1998. The effects of syntactic complexity on advertising persuasiveness. Journal of Consumer Psychology 7 (2), 187-206.
Luu, Trong Tuan, 2010. Metaphors in advertising discourse. Studies in Literature and Language 1(6), 75-81.
MacInnis, Deborah J., Christine Moorman, Jaworski, Bernard J., 1991. Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing 55(October), 32-63.
Macquarie, Edward F., Mick, David Glen, 1992. On resonance: A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research 19 (September), 180-197.
Macquarie, Edward F., Mick, David Glen, 1996. Figures of rhetoric in advertising language. Journal of consumer research 22, 424-438.
────and ──── ,1999. Visual rhetoric in advertising: Text interpretations, experimental, reader response methodologies. Journal of Consumer Research 26 (June), 37-54.
──────, Phillips, Barbara, 2005. Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising 34 (Summer), 7-21.
Marjorie, Delbaere, Macquarie, Edward F., Phillips, Barbara J., 2011. Personification in advertising: Using a visual metaphor to trigger anthropomorphism. Journal of Advertising 40 (spring), 121-130.
Martin, Jack, Cummings, Anne L., Hallberg, Ernest T., 1992. Therapists’ intentional use of metaphor: memorability, clinical impact, and possible epistemic/motivational functions. Journal of Consulting and Clinical Psychology 60 (February), 143-145.
McGuire, W. J., 1969. The nature of attitudes and attitude change. In: Lindzey, Aronson (Eds.), The handbook of social psychology, vol.3. Reading, Mass: Addison Wesley, pp. 136-314.
Mcguire, William J., 2000. Standing on the shoulders of ancients: Consumer research, persuasion, and figurative language. Journal of consumer research 27 (June), 109-114.
McQuarrie, Edward F., Phillips, Barbara J., 2002. The development, change, and transformation of rhetorical style in magazine advertisements 1954-1999. Journal of Advertising 16 (4), 1-13.
Miller, George A., 1956. The magical number seven, plus or minus two: some limits on our capacity for processing information. The Psychological Review 63, 81-97.
Miozzo, Michele, Jobs, Melisa L., Singer, Nicholas J.W., 2004. The representation of homophones: Evidence from anomia. Cognitive Neuropsychology 21 (8), 840-866.
Mirabela Pop, Anamaria, 2008. The style in the language of promotional literature. Annals of Faculty of Economics 1, 626-632.
Mitchell, Andrew A., 1983. Cognitive processing initiated by exposure to advertising. Information Processing Research in Advertising. In: Harris, Richard J. (Ed.) Lawrence Erlbaum, Hillsdale, NJ, pp. 13-42.
Nevett, T.R., 1982. Advertising in Britain: A History. Heinemann, London.
O’Donnell, Victoria, Jowett, Garth S., 1986. Propaganda and Persuasion. Saga Publications, New York.
O’Grady, William, Dobrovolsky, Michael, Katamba, Francis, 1996. Contemporary Linguistics. Longman, London.
Pepicello, W., Weisberg, R., 1983. Psycholinguistics of humor. In: Goldstein, J., McGhee, P. (Eds.), Handbook of humor research. New York: Springer-Verlag, vol 1. pp. 59 – 83.
Peracchio, Laura A., Meyers-Levy, Joan, 1994. How ambiguous cropped objects in ad photos can affect product evaluations. Journal of Consumer Research 21 (June), 190-204.
Phillips, Barbara, 1997. Thinking into it: consumer interpretation of complex advertising images. Journal of Advertising 26 (Summer), 77-87.
Ramirez, Gloria, Pasquarella, Adrian, Xi, Chen, Lam, Katie, Luo, Yang C., 2011. Cross-language transfer of morphological awareness in Chinese–English bilinguals. Journal of Research in Reading 34 (1), 23-42.
Redford, Andrew, 1988. Transformational Grammar: A First Course. Cambridge University Press, Cambridge.
Ricoeur, Paul, 1977. The Rule of Metaphor: Multi-disciplinary Studies of the Creation of Meaning in Language. Czerny, Robert, McLaughlin, Kathleen ,Costello, John (trans). University of Toronto Press, Toronto.
Ross, Raymond S., 1974. Persuasion: Communication and Interpersonal Relations. Prentice-Hall Inc, New Jersey.
Rubin, David C., Wanda, T. Wallace, 1989. Rhyme and reason: analyses of dual retrieval cues. Journal of Experimental Psychology: Learning, Memory and Cognition 15 (July), 698-709.
Schmidt, R., Kess, J.F., 1986. Television Advertising and Televangelism. John Benjamins Publishing Company, Amsterdam.
Shang, Zhen, 2007. Persuasion in Business Discourse: An Rhetoric Analysis. Unpublished MA thesis, GuanGxi University.
Shklovsky, Viktor, 1998. Art as Technique. In: Rivkin, Julie, Ryan, Michael (Eds), Literary Theory: An Anthology. Blackwell Publishing Ltd, Malden.
Sperber, Dan, Wilson, Deirdre, 1986/1995. Relevance: Communication and Cognition. Blackwell, Oxford.
Stern, Barbara B., 1988. Medieval allegory: roots of advertising strategy for the mass market. Journal of Consumer Research 52(July), 84-94.
Sun, An-Lin, 2010. Verbal attacks in Taiwan's political talk shows. Unpublished MA thesis. National Taiwan Normal University.
Sun, H.L., Sun, D.J., Huang, J.P., Li, D.J., Xing, H.B., 1996. The description on the corpus system of modern Chinese studies. In: Luo, Z.S., Yuan, S.L. (Eds.), Studies of Chinese and Chinese Character in the Computer Era. Tsinghua University Publisher, Tsing Hua, pp. 459–466.
Sun, Nan, 2005. Studies on advertising language Persuasion Strategy in English. Unpublished MA thesis. Harbin Engineering University.
Strawson, P.F., 1952. Introduction to Logical Theory. Methuen, London.
Swasy, John L., Munch, James M., 1985. Examining the target of receiver elaboration: Rhetorical question effects on source processing and persuasion. Journal of Consumer Research 11, 877-886.
Tanaka, Keiko, 1994. Advertising Language: A pragmatic approach to advertisement in Britain and Japan. Routledge, London.
Tse, John Kwock-ping, 1992. Production and perception of syllable final [n] and [ŋ] in Mandarin Chinese: An experimental study. Studies in English Literature and Linguistics 18, 143-156.
Turner, Mark, 1987. Death Is the Mother of Beauty: Mind, Metaphor, Criticism. University of Chicago Press, Chicago.
Unjerer, F., Schmid, H. J., 2006. An Introduction to Cognitive Linguistics. Longman, London.
Van den, Bergh, Bruce, G., Keith, Adler, Lauren, Oliver, 1987. Linguistic Distinction Among Top Brand Names. Journal of Advertising Research 27 (4), 39-44.
Van Dijk, Teun A., 2001. Critical discourse analysis. In: Schiffrin, Deborah, Tannen, Deborah, Heidi, E. (Eds.), The Handbook of Discourse Analysis. Basil Blackwell, Oxford.
Vestergaard, T., Schrøder, K., 1985. The Language of Advertising. Basil Blackwell, Oxford.
Wang, Mengjuan, 2007. The Application of Pragmatic Presupposition to the English in Advertising. MA thesis. Beihua University.
Wang, Ying-fang, 2007. Analysis of presupposition and its function in advertisement. Canadian Social Sciences 3(4). 55-60.
Wei, J. M-Y, 1996. Form and function in political slogans: A case study of the 1996 presidential campaign in Taiwan. Proceedings of the 5th International Symposium on Chinese Language and Linguistics (IsCLL-5). National Chengchi University, Taipei, pp. 131-149.
Wei, Xiao, 2009. Pragmatic Presupposition in Advertisements. Unpublished MA thesis, ChongQing Normal University.
Xiang, Zhimin, 2010. A Cognitive Study of Advertisement Parody. Unpublished MA thesis, Sichuan International Studies University.
Xu, Xiaoyan, 2007. Foregrounding: The linguistic art of advertising English. Unpublished MA thesis. ChongQing Normal university.
Yang, Pei-Lin, 2010. Imperatives in Chinese. Unpublished MA thesis, National Chengchi University.
Yang, Yonghe, 2005. Research into advertising language from the perspective of pragmatics. Unpublished MA thesis, Xiangtan University.
Zhang, Jin-Yun, 2010. Communicative dynamism functional perspective analysis of English advertising texts. Journal of North China Electric Power University 4, 115-120.
Zillmann, Dolf, 1972. Rhetorical elicitation of agreement in persuasion. Journal of Personality and Social Psychology 21 (February), 159-165.
────and Cantor, Joanne, 1974. Rhetorical elicitation of concession in persuasion. Journal of Social Psychology 94 (December), 223-236.
Zipf, G. K., 1949. Human behavior and the principle of least effort. Cambridge MA, Addison-Wesley.

中文部分
王春暉（民95）。廣告英語的句法特點。湖南農業大學學報，7 (5)，96-98。
出版年鑑（民96）。中華民國九十六年出版年鑑。台北：行政院新聞局。
林正三（民91）。閩南語聲韻學。台北：文史哲出版社。
唐作藩（民81）。音韻學教程。台北：五南圖書出版有限公司。
張亞明（民97）。對吃+食堂的分析。現代語文，24，50-51。
陳潔瑩（民83）。隱喻與換喻於產品設計之應用研究。國立成功大學工業設計研究所碩士論文，未出版，台南市。
陳麗華（民99）。試析廣告英語的詞彙特色。西南農業大學學報社會科學版，8 (6), 133-136。
賀哲（民98）。論Oxymoron 的特點及其在英語商業廣告中的運用。商業現代化，10， 207-210。
黃宣範（民77）。台灣話構詞論。現代台灣話研究論文集。台北：文鶴。
黃彥可、劉宗明（民97）。借代在產品語意設計中的應用。湖南工業大學學報社會科學版，13(5)，122-124。
廖七一（民91）。當代西方翻譯理論探索。南京：譯林出版社。
黎海斌（民92）。商務人員看廣告學英語。北京：中國紡織出版社。
簡玉綢（民98）。淚雨、月夜、花鳥成韻-陳達儒台語歌詞內涵。作詞家陳達儒與台灣歌謠發展研討會論文集。台北：台北市國立台北教育大學台灣文化研究所。
Electronic references. (n.d.). Retrieved March 21, 2012, from http://en.wikipedia.org/wiki/Parallelism_(rhetoric)