Analyzing The Diversity Of Language In Taiwan TV Commercials About Food And Beverage

It has been more than fifty years since Advertising of Taiwan developed to various language forms.Amongthem,Taiwanese,Japanese and English appear frequently in commercials.This phenomenon comes from multiple cultures mix here.Taiwanese,as the language most people use in Taiwan except Mandarin,root in Southern Fujian Dialect.It is approved by consumers as the symbol of Taiwan local culture.Due to this characteristic,when create a commercial,using non-elite language can make consumers feel closely.Japanese,as a representative of foreign culture,appear frequently in Taiwan TV commercial,because of Japanese fifty years colonization.Taiwan culture is affected by Japan.Taiwanese has group identification of Japanese culture. Therefore,local brands use Japanese to acquire consemers’ favorable impression.Meanwhile,Japanese brands will keep Japanese language element to manifest status.As a successor,English commercials gain good response on account of American’s dominant position from economy to culture.For Taiwan consumers,products or brands of English commercials represent high quality and fashion.This article choose 12 food and drinks commercials that published by Taiwan most popular TV station recent years to apply text analysis and present language elements in them.For the reason of commercial language choosing,I analyze from two angles:historic and creative.Through questionnaire survey to learn 186 local Taiwanese’s attitude of Taiwanese, Japanese and English commercial,I get the effects of this three type of commercials.Via the study of commercial language, I understand the appearance,cultural diversity and the forming reason of Taiwan society,theeffects of advertising language choice for Taiwanese consumers psychology.