| With the social and economic development, business model innovation, into millions of households online shopping, the new way of shopping has also spawned a new advertising model- the birth of online advertising, the rapid development of advertising also contributed to the development of the advertising language.Advertising is an important language objects application language scholarly attention and research. The rapid development of Internet advertising media network with the advantages of an open, interactive, multimedia properties, online advertising language also presents its own characteristics.In this paper, the principle of linguistics from linguistics, semiotics perspective on the properties of the network advertising language to define, online advertising language constitutes a nonlinear system of symbols, language symbols and symbols using nonverbal expressions enrich the language of online advertising, media characteristics of the network media enhanced the effectiveness of online advertising spread in online advertising, the language is an important tool of communication and dissemination of information-bearing influence of language in communication process gives greater value, the new mode of transmission media and give full play function of language, so the language on the basis of the above information-bearing function becomes a symbol to increase value-added products, and then the language has evolved into a commodity. Communication network is inseparable from the input tool- keyboard, online advertising as a special verbal communication also have to rely on the keyboard, so the network advertising language is also a keyboard language.Internet advertising language in media communication network derived variant of a language, in order to meet the needs of network media audience, in terms of the demands of entertainment performed significantly more pop-oriented language.Relying on the advantages of media properties play an intermediary language, fully exploit the advantages of using technology Nonverbal expression effect, to meet the visual needs of people Reading Pictures. Influenced by post-modern thought,postmodernism combined with advertising technique of expression, language expression online advertising to some extent to break the routine, Defamiliarization been fully used.Internet advertising as a special kind of verbal communication, its mode of transmission and verbal communication are very different, different reasons for this lies in the different media properties relying on. Network is a fourth-generation media, also known as hypermedia, integration of a variety of media properties, online advertising make full use of the media, which makes the language and means of mass communication media were effective combination. Online advertising network media influence vocabulary, code selection and textural composition, which is the online advertising media presents its own characteristics factors is an important aspect of the impact that language. As a special speech communication network advertising, the main verbal communication, context and communicative intention, but also by the impact of network media, online advertising which is presenting its own characteristics communicative factors. |
