Research On Television Cosmetic Advertising

Advertisement has won the day. As an important symbolic system of the information dissemination, advertisement has been more and more indispensable hosted by Television Media. In recent years, cosmetic advertising has always been the largest spenders. Relying on its prospered growth tendency, unique characteristics as well as its apparent form of expression, it has greatly enriched the countenance of advertising language.Television advertising’s constantly changing has bred endless new elements. In order to fully reflect the new look of the cosmetic advertising language, this article takes the latest corpus as an object from2012. Comprehensively using knowledge of linguistics, advertising, semiology, communication and other disciplines, this eassy deeply interprets constituent factors and main features of advertising language, especially distinct linguistic features and non-linguistic symbols’common tendencies.Linguistic features’analysis is chiefly concerned with phonetics, vocabulary, grammar, rhetoric and character. In phonetics, this advertising language presents tone variability, rhythmicity as well as phonetic vividness;in lexical, it characterized by brands’complicated and illustrative words’diversity; grammatically, sentence patterns, categorites and sentence-selecting all have unique attributes,and also the flexible usages of vocabulary, supper-collocative phrases and variant sentences are fairly popular; On the rhetoric, primarily analyzes the rhetorics in high frequency, such as the metaphor, comparison, repetition, duplicates, and so on. In letter symbols, it plays great roles in goal-oriented, outstanding, explanation, supplement and enrichment by means of flexible expression means. In terms of the other major carrier of the information for TV advertisement, maily analyze the features and spreading fuctions of the image, colour, music, sound effect and celebrity symbol.In a word, this article tries to jump out of the tragmented barriers of advertising case studies, but put it in the cube TV advertising context to fully reflect its current features.So this paper partly enriches the research contents of cosmetic advertising language,adding new vitality to promot advertising language studies more comprehensive and systematic.