A Linguistic Study Of Advertisements Of Nondurable Consumer Goods

Nondurable Consumer Goods, or FMCG(Fast Moving Consumer Goods) has wide market space in the populous China. The industry plays an important role in the national economy. Due to the features of products themselves, the highly intensive competition in the industry, as well as the impacts of economic environment on consumption behaviors of consumers , FMCG enterprises have to attach more importance to marketing. Advertising is important in marketing work. How to obtain the maximum advertising benefits by using proper and efficient advertising language certainly becomes the emphasis.This article analyses the advertising language in FMCG. First, it introduces research motivation and method; then it looks into four aspects: phonetics, word selection,sentence making and rhetoric, to reveal its language features; The forth and fifth chapters focus on how FMCG advertisements deliver emotion and brand information and how they impact on consumer behaviors. The last chapter conducts a survey to find out customers'attitudes towards FMCG advertisements.