The Characteristic Of The Advertising Language And Influence Factor

Advertisement is one necessity of one must face in daily life, which is the result of products and economic and play a very key part in our business world. If one do some research on advertisement, the language of advertisement will be the main researching domain and doing some research from advertising language is more meaningful.Advertising language is the language implied in all kinds of advertisement, whose meaning can be defined from broad sense and narrow sense. This paper focuses on the later --- including advertising banner, advertising title, and the main body of advertisement, except brand name and advertising rider.Advertising language has its special particularities, which differs from other styles of language in phonetics, word selection, sentence making and rhetoric. Phonetically, advertising language emphasizes rhyme in use of rhyming, partial tone, and reiterative locution. In word selecting, one-syllable verb, positive adjective and adverb are preference and being apt to colloquial usage. In sentence making, simple sentence, simple clause, positive sentence, interrogative sentence, imperative sentence, noun-predicate sentence are adopted widely. All kinds of rhetorical styles are also necessary defining methods.Although there are so many conditions affecting the expression of advertising language, this paper will do some analyzing and researching on the compounding relationship of inner sentence, the inkling of semantics and the applying function of advertising language.