Study On Advertising Language Of Carbonated Drinks

Advertising language research is a hot spot in the field of applied linguistics.At present,the research on carbonated drinks advertising language is relatively weak,and few scholars have systematically studied it.This paper attempts to make a systematic and in-depth analysis of carbonated drinks advertising language from the perspective of linguistics.The purpose of this study is to summarize the characteristics of carbonated drinks advertising language in terms of vocabulary,grammar,phonetics,rhetoric and pragmatics by analyzing a large number of carbonated drinks advertising materials.This article is divided into five chapters:The introduction mainly introduces the general situation of advertising language research and carbonated drinks advertising research in China,clarifies the purpose and significance of this study,as well as research methods and ideas.Chapter one summarizes the lexical features of carbonated drinks advertising language from the aspects of word-formation and word meaning.The main features of word-formation are as follows: the majority of disyllabic words,the combination of morphemes is mainly united and partial formal;the main features of word meaning are the extensive use of commendatory color words.Chapter two mainly analyses the lexical features of carbonated drinks advertisements from the supernormal collocation of nouns,verbs,adjectives,adverbs,pronouns and words.The characteristics of nouns are described in terms of trademark nouns and common nouns;verbs are characterized by the use of "yes","yes" and "drink";adjectives are characterized by the use of multi-purpose qualitative adjectives;adverbs are characterized by the large use of degree adverbs;pronouns are characterized by the use of personal pronouns;supernormal collocations of words are reflected in parts of speech.The flexible use of logic and extraordinary collocation.Chapter three summarizes the syntactic features of carbonated drinks advertising language from three aspects: sentence pattern,sentence category and sentence pattern.Sentence patterns are mainly considered from two aspects: single and complex sentences;sentence features are reflected in the use of multiple short sentences,whole sentences,affirmative sentences;sentence categories,there are commonly declarative sentences,exclamatory sentences and imperative sentences.Chapter four summarizes the phonetic and rhetorical features of carbonated drinks advertising language.The phonetic features are shown in syllable proportionality,rhyme coincidence,equivalence and reduplication.The rhetorical features are manifested in the use of hyperbole,metaphor,personification,duality and parallelism.Chapter five mainly analyses the pragmatic characteristics of carbonated drinks advertising from three aspects:cooperation principle,violation of cooperation principle and pragmatic presupposition.