Study Of The Constructural And Cultrural Characteristics Of The Television Advertising Language

This paper studies on the structure and the cultural identity of television advertising language, based on the works of food television advertising. In the preface, we summarize the current research status, and point out that it is inadequate in the study of ontology language about the advertising. Then the way of researching is introduced.Part one studies on the types and the organization structure of the television advertising, and outlines its key elements. In part two, we study on the linguistic elements of the advertising. Firstly we divide the linguistic elements into two kinds, verbal language and subtitle language. Secondly we discuss on the styles of the basic elements as well as their organization of these two kinds of language from the angle of aggregation, and the different using modes of two kinds of language from the angle of combination. The third part researches on the social culture attribute of TV advertising language, including that TV advertising language reflects the characteristics of contemporary social life, and language standardization of TV advertising.Epilogue part of this paper points out the shortcomings and several problems must be further in our research.