Extraordinary With The Language Of Advertising Research

In the paper, two types of supernormal matching in the advertisement language will be analyzed. One is due to single matching item whose original content is transferred. The other one is due to that Matching content does not change but its reunited meaning is uncommon and particular. The supernormal matching has the following two reasons: human's psychology in cognizing and innovating process and the economy of the advertisement creation as well. From this, we can understand why these supernormal language matching appears. However, how can we understand these language phenomena.To the supernormal but easy-understood language phenomenon, positive- negative departure matching theory and conceptual integration theory are fit to elucidate the new language phenomena well. Generally speaking, the matching that is lexical grammatical, having logical quality and obeying meaning matching rules and common expression are named "zero matching". But to zero matching, transcending, breaching and disobeying it is all called "departure matching", also named supernormal matching. At the same time, applying Fauconnier and Turner's Conceptual Integration Theory to analyze the phenomenon though cognitive aspect is good way to grasp the particular conceptualMoreover, the approximate quantity expressions without calculable fuzzy hedges integration theory and its cognitive working principle during real expressions and to understand conceptual integration theory's powerful explanation to advertisement language creation.Advertisement language is particular phenomenon of Chinese with unique characteristics. Under special context different matching forms easily appear kinds of supernormal matching relationships. The paper is to study the supernormal language matching forms through describing such supernormal forms and to find out the supernormal matching reasons and its pragmatic effect and to discuss the engendering cause and its limited factors on supernormal matching. So we can understand the advertisement system's working principles from the supernormal matching phenomenon, namely, beginning the phenomenon, searching the principle, create and use the advertisement language well.