Modern Advertising Language Study

With the flourishing development of our country's modern advertising undertaking, the advertising language has already incorporated our daily life. The advertising language is a kind of new shape that the language exists, and it even can be looked on as the very active field in which the language uses. Regarding it as the new field of linguistics study, we can have further understanding towards the overall picture of the language. At present, many language researchers have already devoted themselves to this subject. This dissertation has absorbed the past research results, and wants to give a systematic description to it in the following parts.The part of the introduction mainly points out the current research situation of the subject, and analyses the striving direction and research meaning in the future. In the part of the classification of the advertising language, we divide theadvertising language into two great main classifications--the advertisinglanguage of products and the advertising language of corporate image. They separately regard goods of enterprises and the images of enterprises as their main advertising aim. On this basis, we have launched further subdividing to them concretely from the angle of their best advertising demand.In order to make more excellent works constantly, it is necessary to put forward some corresponding guidance principles on the creation respect. We think that the creation principles of the advertising language can be carried out in two respects--the basic guideline and the concrete subdividing principles.To please advertising audiences effectively, the advertising language need adopt many kinds of rhetoric ways, for example coordinating pronunciation, selecting word and synonym of sentence type, designing the external physique of characters and so on. As we know, language and culture have close connections. The advertising language is the market operation form of the language symbol, so it also has inalienable connection with the national culture. Among the modern advertising languages, we usually use the tactics of culture adaptation and culture packing, because in this way we can improve its result of the market sales and...