A Research On Advertisement Language's Variation And Regulation

Now the advertisement personnel's quality and level have improvedgreatly. Although it is insufficient that people invest to this professionand have a special language and literature education, the advertisementstaff basically has had special language and literature education, theadvertisement staff basically has had certain ability of language andliterature. However, when designing advertisement, they pay greatattention to the advertisement localization which conforms to socialpsychology-that strives for "new and strange". In-order to enhance thenovel feeling of the advertisement language, using the advertisementlanguage variation blindly and contaminating the language to some extent,which result to language chaos。The advertisement language, which has the social features, reflectsmany aspects such as society, culture, psychology and so on. Theadvertisement language brings the influence on the children and theyoung people's language education, which cannot be underestimated,What's more, advertisement plays a vital role to the national language.According to the present advertising situation, it is urgently necessary togive a reference standard for the advertising host, the advertising designerand the advertising staff. Therefore, the linguist and the advertising staffstudying the advertisement language variation, should focus on twopoints: firstly the standard of argument should be formulated to improvethe advertising designer's level and aimed to summon them to create akind of healthy, beautiful social language and guide healthy, reasonableexpense consciousness as well as the expense behavior, thus to create afine spiritual civilization atmosphere; secondly, these advertisementlanguage variations can make the language more vivid. This paper has explored the variation situation of the advertisementlanguage in vocabulary, grammar and gives some related views onstandards.Generally speaking, the variation is relative to conventionality.Looking from the characteristic of the language conventionality, it has thecharacteristic of regularity, the stability and universality, but the languagevariation has the characteristic of creativity, flexibility and particularity.But distinguishes certainly not means opposition. The language variationshould be established on the basis of the full understanding and masteryof the conventionality, and it should become a sublimation of theconventionality, just like the novel splendid dance also needs a great dealof solid foundation movement. This kind of variation even be possible tohas further development and become one kind of conventionality. But thevariation that has totally separated from the conventionality should beallowed to say that it has walked into the wrong road, and it gives peoplethe felling of flub dub and makes people hard to accept.Therefore, we should treat properly on the application of theadvertisement language variation. The positive function of this variationshould be affirmed, as well as it's condition and limitation should beattentioned. On the basis of this purpose, it is necessary to make theadvertisement language regulated. What we need to do is making aregulation not only express the characteristics of the advertisement butalso embody the advantage of the Chinese. The advertisement language isso particular that make the regulation on its variation having differentrequirements when it compared to that on the regular language. Theparticularity Of the variation on the advertisement itself should beconsidered, we should especially pay attention to its writing purposewhich has difference with the regular language. Consequently, I have abelief that the observation of the commercial aim and its social orientation included in every piece of ads is the basic stand of our workon regulation, which also is one of the criterions on considering theregulation. The language regulation should be associated with the socialdevelopment closely. For it is in a dynamic change at anytime, it's arough task for us to maintain the language in its pure conditionconsistently. We should abide by the principle of the language regulationand also adopt a flexible way in dealing with some concrete applicationof the language. Any one or two law and policies shouldn't be let inbinding up the development of the language.