A Study Of The Principles Of Appropriation On Chinese Ad. Language

The research for Chinese ad. language has a long history of more than 20 years, and the achievements were mainly focused on the applying of ad. language and relationships with other subjects (such as writing, marketing and psychology, etc.). There were few arguments which have mentioned the appropriation of ad. Language in the former research works, but with narrow coverage, this proposition has never been discussed comprehensively, deeply and systematically. Start with the rhetoric of ad language and based on professor Wang Xijie's principle of appropriation theory and deviation theory, and by comparing the fitting ad language and unfitting ad. language, this article analysed the reasons of deviation of ad. language, then summarized and put forward the standards of the appropriation of ad. language. The main content are as follows:The first part: introductionIntroduce the present situation of the research work, the angles of the topic selected and the sources of linguistic materials of this arguement.The second part: appropriation of the ad. language from the macro view: the truth and the goodnessDiscuss the appropriation from the external relations of language, that is, fitting to the physical and cultural world.The third part: appropriation of the ad. language from the microview: the beautyDiscuss the appropriation from the inside of language, that is, phonetics, lexics and grammar .The fourth part: deviation of ad. language and reasonDiscuss the deviation of ad language to the physical and cultural world, analyse the social and psychological reasons of deviation.The fifth part: conclusion...