Advertising Language Research Under Novel Coronavirus Pneumonia Epidemic Background

The outbreak and spread of novel coronavirus pneumonia has made life safety and scientific epidemic prevention the focus of attention.In order to popularize epidemic prevention and control knowledge,guide correct public opinion and establish correct epidemic prevention values,relevant government media platforms and some enterprises released a series of advertising works,which played an important role in correctly responding to thenovel coronavirus pneumonia.This paper will take the advertising language under the background ofnovel coronavirus pneumonia epidemic as the language material and research object,and make a comprehensive analysis from the perspective of linguistics.To study the types,language features and language styles of advertising language under the background of novel coronavirus pneumonia epidemic,and to explore its role and existing problems,so as to provide some reference and thinking for the creation of advertising language for public health emergencies.The article is mainly divided into six parts.The first part is the introduction,which mainly describes the topic selection.The second part is about the types of advertising language under the background of the novel coronavirus pneumonia.It mainly classifies the collected advertising language under the background of the novel coronavirus pneumonia epidemic according to the content.Through the research,it is found that the advertising language under the background of the novel coronavirus pneumonia epidemic can be divided into three types: popularizing prevention and control knowledge,taking advantage of the situation to publicize enterprises and building emotional interaction.The third part mainly discusses the language features of advertising language under the background of novel coronavirus pneumonia.The main useful words highlight the anti epidemic theme,sentence types are multi-purpose imperative exclamations and rhetorical devices are rich and diverse.The fourth part mainly expounds the language style of advertising language under the background of novel coronavirus pneumonia,including the humorous style of language ridicule,the bold style of showing the determination to fight the epidemic,the simple style of showing discourse comfort and the implicit style of suggesting the product brand.The fifth part analyzes the role and problems of advertising language under the background of novel coronavirus pneumonia.The role of advertising language in the context of thenovel coronavirus pneumonia is mainly discussed from four aspects: the state,society,enterprises and individuals.The national level is to create environmental awareness and establish value orientation;The social level is to arouse social resonance and transmit positive energy;The enterprise level is to establish a good image and enhance brand value;At the personal level,it is necessary to define epidemic prevention measures and provide spiritual comfort.The existing problems are mainly studied from three aspects: language content,form and communication.It is found that there are some problems in the advertising language under the background of novel coronavirus pneumonia,such as false advertising content,homogenization of advertising form and single advertising communication channel.The sixth part considers the creation of advertising language for public health emergencies in view of the problems of advertising language under the background of novel coronavirus pneumonia epidemic situation found in the study.In terms of language content,we should ensure the authenticity of the content and implement the responsible subjects;In the aspect of language form,we should innovate the form of expression and pay attention to the change of person;In terms of language communication,we should expand communication channels and advocate collaborative communication.