Japanese Advertising Language Study

Advertisement, as indispensable part of our life, come in to being and developdramatically with the increasing needs of commodity information from our humanbeing. It covers politics, economics, technologies, culture, education, military and so on.The format and content of advertisement are improved constantly by science andtechnologies. Slogans from advertisement, as the most important and efficient part, isparticular from Japanese expression in other fields. It is more close to Japanese dailylife and can reflect Japanese customs. At the mean time, advertisement slogans applyextensively since it put language into practice. Thus, the feature and development trendof advertisement slogans reflect the same as Japanese.This essay mainly analyzes Japanese advertisement slogan from the perspectives ofwords choosing, sentence pattern, rhetoric and culture. For words choosing, it mainlystudies the features of nouns、adjectives、quantifiers、and onomatopoeias, besides, idiomand old sayings are also among the study list. For sentence pattern, it mainly talk aboutthe interrogative sentence,imperative sentence、exclamation sentence、ellipsis sentenceand rhythm sentence,etc. For rhetorical, it mainly research the specialties of usinganalogy、personify、repeatedly、a pun on the word、parallelism,etc.For culture, it mainly analyzes the effects from culture during the formation ofJapanese advertisement slogan including culture psychology, culture package andartistic connotation.To analyze the features of Japanese advertising language and grasp the majorfashion trend of Japanese advertisements, the author have collected almost200cases ofadvertisements from Japanese magazines, network and TV in the past five years. Themajor media includes NONNO、SPRING、CASA BRUTUS、SARAI、Orange Page andAsahi、 Tokyo and Fuji TV Station. The thesis mainly analyze the advertisements fromthe perspective of linguistics and summarized the characteristics and trend of Japaneseadvertising language to provide a new perspective to analyze the Japanese advertisinglanguage. The academic research is of great innovative and practical value.