Research On Advertising Language Of CCTV Comprehensive Channel

Advertising is a branch of Applied Linguistics in sociolinguistics.Its development is closely related to the development of society and can not exist without the reality of the current society.Advertising language is classified as theoretical linguistics in applied linguistics.Today's era is the era of advertising.Under the guidance of the Party's ideology,CCTV comprehensive channel advertisement,as an important form of disseminating information,has been given a new mission.In recent years,the advertisement price of CCTV comprehensive channel has been ranked first,which proves that the influence of CCTV comprehensive channel advertisement is still strong.With its superb and unique language,CCTV comprehensive channel advertisements have greatly enriched the corpus of advertising language.This paper makes a systematic and in-depth discussion on the important topic of advertising language research of CCTV comprehensive channel.The full text is divided into four parts.The first part: The introduction of this study explains the purpose and significance of this topic,the general situation of advertising language research,the ideas and methods of this study,and preliminarily summarizes the characteristics of the use of advertising language in some comprehensive channels of CCTV.The second part: In order to find out the lexical features of the advertising language of CCTV comprehensive channel and summarize the rules of the choice of words of CCTV comprehensive channel,this paper studies and analyses the lexical features of the advertising language of CCTV comprehensive channel,especially pronouns,adjectives and verbs in the advertising language of CCTV comprehensive channel,and further analyses the semantic features of the advertising of CCTV comprehensive channel.The third part: This part is the study of the grammatical features of the advertising language of CCTV comprehensive channel.Through the analysis of the phrase types and sentence types of the advertising language of CCTV comprehensivechannel,the grammatical features of the advertising language of CCTV comprehensive channel are summarized.Part IV: The rhetoric strategies,figures of speech and rhetoric effects of advertising language of CCTV comprehensive channel are analyzed,and the depth of each layer is deepened.And exploratory analysis of the characteristics of CCTV comprehensive channel advertising language.In view of the ever-changing language of CCTV integrated channel,language updating is very fast.In order to fully display the current situation of advertising language of CCTV comprehensive channel,the author takes more than 3000 advertising corpus from 2013 to 2018 as the research object,uses paper literature and network literature,comprehensively uses linguistic knowledge,interprets the overall characteristics and design ideas of advertising language of CCTV comprehensive channel,focusing on the perspective of vocabulary,syntax and semantics.The language of Tao advertisement is discussed systematically.