A Discourse Analysis of Testimonial Advertisement on Internet

According to E.S Lewis, a piece of good advertisement has four functional characteristics: attention, interest, desire, action. Relying mostly on the impact of authorities in certain fields, can testimonial advertisement achieves better the aim of making potential customers move into action than other types of advertisement? Comparing with traditional way of advertising, what distinctive characteristics does internet advertisement possess? By analyzing two pieces of testimonial advertisement on internet, it is found that testimonial advertisement can make prominent the merits of what is advertised. Moreover, by making good use of words, colors and pictures etc. and designing properly the wording, syntax and the form of texts, internet advertisement can achieve easily the aim of making customers take action.