A Study Of The Adaptability Of Online Advertising

With the emergence of the Information Technology, economy has witnessed a new prosperity on the Internet. The advancement of the Internet brings a reform not only to people's way of life, but also to the mode of business. E-business has aroused researchers' interests to probe into the interactivity of Internet and the relationship between businessmen and customers. As a part of e-marketing, online advertising plays an important part to be surveyed. In this sense, this research attempts to explore the language use of online advertising from pragmatic perspective.The production of online advertising is a dynamic process in which advertisers adapt to contextual correlates to satisfy their communicative needs. Based on the linguistic framework built on Verschueren's theory of adaptation, this present paper seeks to explain the adaptability of online advertising, with a view to exploring how online advertising makes linguistic choices to conform to the dynamic context and analyzing these contextual factors.It is found that the power relation between advertisers and target audiences exerts a great influence on the linguistic choices of online advertising. The mental world under discussion covers the characteristics of the makeup of net surfers and their mental states. The Internet as the channel determines the feature of message transmission. It provides the hyperlink capability. On the other hand, it restricts the size and scale of information dissemination in each time.The present research is an attemptive study of online advertising from the linguistic perspective. It is expected that the study will be conducive to the further research on online advertising.