A Study On The Characteristics And Deviation Of Advertising Language

Advertising is an inevitable outcome in the development of market economy operation of the commercial background. Advertisement, that is to say, thousands of families get it through the wide dissemination of a certain media, in order to achieve the public benefits or commercial benefits. Today’s society, the form of advertising is complexity and the advertising industry is moving towards the trend of diversification. This paper is based on the television, newspapers, billboards and slogan on the flyer as the research object(commercial advertising is the main). Analyze the characteristics of advertising language and its existing problems.In addition to the first chapter(the introduction) and conclusion, this article is divided into four parts. The third chapter, the fourth chapter is the focus of this paper.The second chapter advertising and advertising language. "Modern Chinese dictionary" and "advertisement law" introduce the definition of advertising. In the clear continues the advertisement effect is the carrier of language, And with the help of Mr Jing-min shao distinguishes between the theory of "slogan" and "advertising language".The third chapter the research of the characteristics of advertising language. Phonological, rhythmic harmony; oblique tones is relatively; Syllable structure is symmetry and Rhythm is bright. Vocabulary, overlapping emphasizes the meaning of a word; The use of the colloquial words close to the distance of the consumers and businesses;Positive, antonyms and nouns and trademark enriched the vocabulary in advertising; Grammar, follow the original rules of the language, A variety of sentence used interchangeably With the use of pronouns and adverbs. Pragmatic level, by using some representative of the advertising cases, we can see the widely used of rhetotic, such as metaphor and antithesis, and the style,such as simple and humor.The fourth chapter bias analysis of advertising language. with the help of Wang Xi jie’s bias theory, we can analyze the logic,voice, vocabulary and grammar problems existing in the advertising language and the effects of these problems.The fifth chapter the specification of advertising language. Combined with the history of the language status and social status to clear the importance of the language specification, we can put forward rational Suggestions from the businesses themselves, social supervision and so on...