Study On English Commercial Advertising Language From The Perspective Of Language Service

Commercial advertising language,as a part of commercial advertisements,not only widely publicizes the information of products,but also helps manufacturers obtain economic efficiency.In other words,advertisers utilize language to serve products.Advertising language serves the production and sales of manufacturers as well as promotes products.This thesis examines the performance of English commercial advertising language service to find out the effects of advertising language on the advertised products from the perspective of language service.The theory applied to this thesis is Qu Shaobing's performance system of language service,which is raised on the basis of the concept of language service.The performance system of language service mainly consists of two aspects: the instrumental performance of language service and the economic performance of language service.The former refers to the function that language performs as a communicative tool in language use.The latter means that the language users achieve economic goals by employing language resources to promote products.The data of this study is mainly derived from English advertising on food products mainly coming from Chinese-English and English-Chinese Dictionary for Advertising Writing,with partly from the Internet.In the case of the research methodology,this thesis mainly adopts a qualitative method to explore the performance of English food advertising from the instrumental performance and economic performance of language service.The instrumental performance of English food advertising language mainly takes language resources including phonetic resource,lexical resource,semantic resource,syntactical resource and pragmatic resource as communicative tools between manufacturers and consumers.Consequently,a communicative bridge between manufacturers and consumers is established,improving the efficiency of spreading commodity information and promoting the circulation of products.The economic performance of English food advertising language mainly builds on the above language resources.The economic needs of consumers and economic efficiency of manufacturers are integrated into these language resources.It not only ensures the communication among manufacturers,advertisers and consumers to be unhindered but also makes consumers obtain other experience except for economic needs,finally maximizing the economic benefits of manufacturers,advertisers and consumers.What's more,the instrumental performance is a prerequisite for the economic performance of English advertising language.The present research shows that advertisers mainly consider phonetic resource,lexical resource,semantic resource,syntactical resource and pragmatic resource as communicative tools to serve products so that the instrumental performance of advertising language is actualized.A variety of language resources are exploited by advertisers,which aims to serve the providers and consumers by language in use.The providers of language service are advertisers,and the objects of language service are consumers.Advertisers employ various language resources to disseminate the information of products and convey advertisers' marketing concept,which may satisfy consumers' needs and seize consumers' mind,promoting consumers to purchase the products,finally achieving the economic efficiency of advertising language.This study assumes two implications.Firstly,advertising language is a kind of language service.In advertising language,language resources act as communicative tools to realize the communication between advertisers and consumers.Secondly,the ultimate aim of commercial advertising is to obtain economic efficiency.Advertisers can appropriately make use of language resources to transmit the information of products and convey their concepts of serving consumers,finally to maximize the economic performance of language service.This research remains some limitations,though.Firstly,the data is limited to a small sample of advertising language,which may fall short in displaying the whole picture of performance of language service.Secondly,the theory adopted in this thesis is new and needs further modification in the future.However,this study makes an attempt on the field of language service.It not only may open a new perspective for advertising language research,but also may bring some implications on understanding and designing commercial advertising language.