Language Strategy In Advertisements Under The Content Of Consumption Culture

The advertising language is a strengthened aimly applicated literary style with many kinds of attributes. On one hand, as a tool to promote the market, it combines the advertising host and the audiences, through transmitting the authentic and persuasive information to convince the audiences,creates the purchasing power, involving in the economical stratification plane; On the other hand, essentially speaking, the advertising operation is also a behavior with marks. involving the transmission of mark significance;But as an important word of advertising communication, it plays a very important role in the realization process of advertisement , thus it also manifestsis one kind of special spoken language of human relations behavior.The special attribute of advertising language has decided that it is with relative limitation if we research it only from the single discipline angle, so,this article wants to synthesize these three kinds of attributes, taking the linguistics as the standard, the mark study the reference, again adds the advertisement dissemination characteristic, abandoning the completely static description, but embarking from a dynamic spoken language human relations angle, taking the special consuming linguistic environment as the basic point, thoroughly inquires about the macroscopic factor which influences the choice of advertising language and the language strategy.As regard to the structure, firstly, contrasts the similarities and differences between the advertising dissemination pattern and the spoken language human relation advancement.The advertising human relations are much more complex than the spoken language human relations,which performs as: the complication of human relations main body, the diversification of human relations goal, the subdivide of disseminates the channel, the complication of human relations linguistic environment.These factors may all possibly create the restriction to the language choice of advertising spreading process, but if we bring the advertisement dissemination process into the spoken language human relations ,the most essential restriction factor also lies in the linguistic environment,therefore this article simplifies the advertisement spreading process,but to analysis under each linguistic environment synthesis restriction, the advertising language how to choose.We have made a general review of the development path of advertising language in mainland China, from which we may have a view of the historical vicissitude to Chinese advertising language creation. In the different social environment and under the cultural psychological influence restriction,the advertising language creation manifests three stages different styles which gradually develops: Pledge demand, function demand as well as image demand.From the advertising language inhistorical development ,we can see there are different connection relations between the advertising language form and the realization of advertising human relations intention , the language form may have many kinds of different directions:in the product short age, the advertisement language straightly refers to the advertisement aim, using pledges to impetus sale;during the economical developing time, demanding the difference of the product , the language directs the concealed element–the superiority of product function; then in material sumptuous time, aims at the audiences'psychological sensation, indirectly aims at the intention by the circuitous tactic.These three kinds of patterns, are the advertising language pass through the result in its historical linguistic environment which the different factor restriction balance gradually develops.What we want to discuss, the language strategy of consumption culture, is a continue above the third time foundation.The social linguistic environment of consumption culture is more complex.As the social characteristic aspect, the extreme in plenty society had decided that the present demand was no longer based on material demand satisfying, but more pursuing in something like culture or mark value. The advertisement not only has to drive the people to shopping, but pays attention to the individual fantasy, through establishing mark fables to entrust with the commodity to have some kind of cultural or the idea value moral character, achieves the mutual recognition with the goal consumer.This consumption culture not merely is the economic activities,simultaneously by disassimilation for taking language mark as mediumcultural behavior.The cultural linguistic environment aspect, the consumption culture positions cultural diversity, many kinds of ideology, the artistic technique including all kinds together, which has provided the possibility for the advertisement diverse creation. In the consumption culture ,the audiences' psychological linguistic environment is much more complicated, also in many situations as if always has one kind contradictory to lift,the main performance is: making widely known the individuality as well as imitate follows blindly, the emotion sparsely leaves longed for attentive, attenioning style also advocating savors, returns this me with contradictory to assemble. Crowds's difference, the different psychological demand, have provided many kinds of directions to the advertising language choice.The linguistic environment characteristic of consumption culture has provided an important basis to the advertising human relations language strategy. The modern advertising language form and the advertisement intention realization should resort to the diverse connection relations: either performing the special style of consumption culture, adopts the consumer aim at strategy, by " to whom" as the conversation basic point, through subdividing the community to completethe specific language expression; either carries on the former generation strategy, the language still aims at the product, but in the expense time ,"say what" strategy must set a higher request to the creativity and the language utilization.Finally, whatever kind of strategy, all has to unify"how to say" in the language form strategy, carefully forges the words and expressions is its transmission foundation, but contains some kinds of culture or the idea value is its important method. We elaboration the above three kinds of strategies as: the consumer aims at strategy, the product direction strategy, the language form strategy.In the concrete application, the consumer aims at strategy requests language either direct to expense image, using the spoken individual language, attributing the unique disposition of product,making the commodity to become the consumer'"own language"; Or seepage emotion, melts into some kind of emotion experience, glows the sympathetic chord, and initiates consumer's favorable impression; Or establish ideal condition, through creating some kind of affective tone atmosphere, to communice with audiences heart to heart; Or take the variation language, the subversion angle of view to cultivate potential consumer,by which way, rebels against in addition as receives audiences' demand legislation.In the product direction strategy, requests language either descrips "the meaningful story" of the product itself, either carries on the product disposition link, making the language become the special words of the product brand image ,while publicizing the product, strengthened the individuality characteristic of the product, and constructs the brand association. And the last, language form strategy, mainly aims at the concrete expression. The advertising language of the expends time should fully displays the potential of writing itself, the concrete manifestation we summarize are three kinds: simple but not uncouth; using rhetoric increase esthetic sense;rich in change, establishing a new school.Whatever kind of strategy, carefully temperancing the words and phrases as well as concentrating creativity is its utilization foundation. Finally, as the advertisement linguistic environment is changeable, the advertisement strategy also needs to change, choosing the best strategy according to the concrete situation, so that to serve the advertisement effect best.