A Study On The Mental Adaptation Strategy Of Cantavil Advertising

With the development of modern society, advertisements have penetrated into our daily life and have become an indispensable part of daily human life. Advertising language is the most important carrier of information in an advertisement, and it has been used widely in business world. The study of advertising language is the key to the effective construction and interpretation of advertisements.According to the Adaptation Theory, using language consists of the making of linguistic choices. Therefore, the use of address terms, as a continuous particular phenomenon, is also a linguistic choice-making process, in which speakers make adaptation consciously or unconsciously to approach points of satisfaction for communicative needs. Three properties of address terms, i.e. variability, negotiability and adaptability, are responsible for choice making. Variability of address terms is manifested in various forms available for addressing a person and it is the source of making choice. Negotiability of address terms refers to the fact that choices are not made mechanically or according to strict rules, but rather on the basis of flexible principles and strategies. Adaptability enables human beings to make negotiable choices from numerous address terms so as to achieve communicative goals. The three properties are hierarchically interrelated. Without both variability and negotiability, adaptability has no content. On the other hand, adaptability is at the core of the investigation of language use.Within the parameters of Adaptation theory, the author proposes that the advertising slogan generation is the realization of adaptation specific contextual. According to Jef·Verschueren's linguistic adaptation theory, contextual is composed of communicative context (included physical world, social world and mental world) and language context, interpreters'requires are the study focus.Via studying lots of housing advertising slogans, and based on Maslow's hierarchy of need, the author thinks the interpreters of housing advertising slogans have two kinds of needs. Namely, one is low level mental need, it can be divided into the need of acquiring wealth and living comfortably, the need of low-carbon and safety, the need of belong and love;the other one is high level mental need,including needs to truth and esteem and self-actualization. Based on them, the author tries to make the schema chart about adapting to the interpreters'mental needs which is used by advertisers when they select the housing advertising language, and use it to interpret the strategy of adaptation to interpreters'mental.The thesis should be practical as well in a sense, because the study can help the audience explain more intellectually the advertisements of production or service, and avoid consuming irrationally.