The Studies Of Semantic Spectrum Of The Adjectival Term Of Automobile Advertising Language And Value Appeals

As a kind of personalized language,the advertising language has drawn more and more people's attention.Now, the study of advertising language has maintained the intensified trend. Given the rapid development of China's auto market, we selected a wealth of automobile advertising language as the basis of our research , and treat the "adjectival term " as an object of study, then,carried out a detailed analysis.In this paper, firstly, extract 443 adjectival terms out of 262 automobile advertising languages, form a relatively closed study area, then, according to the semantic classification, made a formal, systematic interpretation for them one by one. Secondly, according to the semantic categries and semantic relations of the adjectival term, we outlined 20 semantic field diagrams, such as [speed], [power] and so on, and constructed the automobile advertising language adjectival term semantic spectrum. Finally, on this basis of adjectival term, we briefly discussed about the value of the automobile advertising appeals. Through the analysis of adjectival term, we found that in automobile advertising language, it have different implicit semantic relations between the adjectival term and have systematic. and from the semantic distribution and distribution of high frequency words of adjectival term, advertisers' value appeals tend to the market image of goods and emotional life experiences of consumer, and always appeal to such topics as "new", "security" and so on.The study of advertising language , whether in the field of linguistics or marketing of goods ,it has great significance. This study may play a certain reference role in advertisement creation and design.