Research On Literariness Advertising Language

Advertisement is a means of delivering information to the public widely through some forms of media for a particular need, including commercial advertisement and noncommercial advertisement. Advertising Language uses a great deal of inflammatory or aestheticism magnificent languages to attract consumers when stating commodity service properties, making advertising language full of strong literary features. Consequently, it draws audiences’ interests and is cognized by them. This arouses resonance between audiences and consciousness of product dissemination to leave deep impressions on audiences. Advertising language plan has become a unique language art. Modern enterprises are generally believed:advertising language, with aesthetical features, can not only create more economic benefits for enterprises, but also benefit to the enterprise promotion and product images. Therefore, it is of great importance for advertising language to get literature involved for the purpose of making advertising language greater aesthetic attitudes and superior communicating effects. Literariness advertising language, as a kind of advertising language with literariness, not only has literary value, economic value, and cultural value, but also has social value. Thus, probing and studying literariness advertising language does make a lot of senses. There could be some certain achievements achieved.Budded in the late primitive society and finished during industrial revolution, the advertisement has undergone three periods:ancient advertisement, recent advertisement and contemporary advertisement. The definition of advertisement has changed with many factors such as social history and economy development. Therefore, it has not had a permanent one till today. Including broad and narrow senses of definitions, the advertising language discussed in the paper is the narrow one. It refers to pure language and words in advertising communication.Literariness is what makes literature literary. The development of literary theory has experienced the transformation of ideas, such as formalism, hermeneutics, reception aesthetics, and structuralism, which makes great changes taken place in the concept of literariness. Literature research has turned to the trend of divergence and expansion when structuralism repetition literariness. Scholars believe that literariness can break literary and non-literary, promoting the development of literature to the literary field. This is the spread of literariness, thus, we can say that advertising language is steeped in the spread of literariness. Advertising language can be divided into literariness advertising language and non-literariness advertising language according to literariness it has.The compositional forms of literariness advertising language include melody, rhetoric, words and vocabulary, etc. This paper analyzes the various kinds of specific forms by giving examples. Its hierarchical structure can be summarized as rhythm layer, imagery layer, rhetoric layer and artistic layer. The article has mentioned a lot of interesting advertising language that is of high aesthetic value, from which you can realize the specific role of literariness on advertising language.Literariness advertising language has a variety of functions, the main functions of which are economic function, cultural function, social function and ideological function. Analyzing literariness advertising language from the perspective of semiotics, we conclude that it has the ability of constructing the myth, and deeply influences people’s life, work, spending in consumer society by constructing advertising myths through various forms. The research on literariness advertising language also has theoretical research significance. It has extended the study of the traditional advertising theory and has enriched the literary research theory. What’s more, it has illuminated practical significance, making people cognize the utilitarian and aesthetic value of advertisement rationally, breaking the myth of the advertising construction, and promoting people to consume reasonably, rationally and autonomously.