Language Features Of Chinese Internet Banner Advertisement And Its Conceptual Integration Analysis

In this age of information, the Internet has become part of people's lives. Businessmen can conduct business activities via the Internet; common people can buy whatever things they want easily through the Internet without going out of their houses. Under this background, Internet advertisement booms. One of the advantages of Internet advertisement is that it combines all the forms of traditional advertisement together. A piece of successful Internet advertisement can allure the audiences to click the ad and arouse their interest in the product. Different from the general literary language, the language of Internet advertisement has its own distinctive features. This thesis will explore the language features of Internet advertisement and analyze its languages by the conceptual integration theory from a cognitive point of view. Due to the ubiquity of banners on the Internet, banner ads are chosen as raw materials in this study.Conceptual integration theory was first put forward by the well-know American linguist Gill Fauconnier, who also developed the mental space theory. Fauconnier holds the view that meaning construction is a matter of mapping, projection, and blending within mental spaces, and that the core value of conceptual integration theory is its magnificent capacity of explaining the cognitive processes in our minds.This research first concludes the language features of banner advertisements, and at the same time applies the conceptual integration theory to the analysis and explanation of the meaning construction of Internet advertisement.