The Research About Advertising Language Of Real Estate Used In Nanjing Daily

The real estate advertisements are very well tool to publicize. As an important part, language connects businessmen and consumers. This thesis researches the advertising language of estate.This thesis to diachronic analyses the estate advertisements during 1995 and 2010 in Nanjing daily. There are two groups:the name of estate and the key word. The former were group into special name + common name and no common name. According to key words, the latter was divided into the rational demand and the perceptual demand. The research told us, the name of estate become many faceted from monotonous expression. Rational demands always exist in advertisements, but they changed as the time. The perceptual demands include:the type of life, the environment of life, the status and the feeling of belonging. During the three period, they expressed different features, it was linked with the change of our life, as time as language and social life affect each other.The article is divided into four chapters:the first chapter introduces the object, the way, the related research and the data uses in this article. The second chapter discusses the name of estate in different period, linking with the change of society. The third chapter discusses the key word according to the demand, which divides into rational demands and perceptual demand. The last chapter sums up what happened during past sixteen yeas, and forecast the future tendency.