On The Expressing Patterns Of Advertising Language

Abstract: The last few years has seen a popular tendency in the research of advertising, about which abundant research papers have been made known in regarding to its psychology, planning, culture, writing, aesthetics, medium, production, marketing, etc. The study of its language, however, is relatively weak. This paper is hence to be devoted to the expressing patterns of advertising language. It consists of five sections: the cultural contexts of advertising language (including the cultural packing and explanation of advertising language); the structural beauty of advertising language (including beauty in balance, irregularity, variation, and sound); the expressing styles of advertising language (including the styles of being succinct and complicated, straightforward and implicative, simple-worded and flowery, serious and humorous, and being vigorous and soft at the same time); the semantic features of advertising language (including predicting, implicating, and allegorizing); the pragmatics functions of advertising language ( including those of catering, promising, persuading, stimulating, arousing, praising and questioning). The research technique of this paper is, on possessing the foundation of language material in large quantities, make the subject such as rhetoric, semantic and pragmatics explain.