An Analysis On The Situation Of Advertising Language In "Yanbian Daily" Newspater

This thesis stresses the collection and analysis of the advertising language in "Yanbian Daily", the organ of government journal guided by Yanbian Party Committee, and reveals the characteristics of the words and grammar in advertising language. It also does the deep study on the problems in existence and helps to give the theoretical basis for using proper advertising language.This paper is devoted to the advertising languages from "Yanbian Daily" in 1988 and in 2008, which are off twenty years. The author tries to investigate and does the comparison of the words and sentences in these two year advertising languages.The author studies the title and contents separately in advertising language. Based on the analysis, it tells us the most frequent using word derivation is Chinese words, and the most frequent using part of speech is Noun and then Verb.The title is divided into ending pattern and non-ending pattern. And the content of the advertising language is analyzed with the rhetorical expression. The analysis tells that the advertising tiles in 1988 mainly focus on the honorific form, however, the advertising titles in 2008 mainly close to the customers, using the titles with interrogative sentence, interjectional sentence, etc.From the rhetorical aspect of analysis, the advertising in 1988 is seldom used rhetorical expression such as metaphor, listing technique, but states the function and appearance of the product.Comparing with advertising in 1988, the advertising in 2008 concerns much more about using metaphor, personification, enumeration, hyperbole and even idioms.Through these studies, the author finds out the problems and shortcomings of words and sentences in using advertising language in "Yanbian Daily". Finally, the author tries to give some solutions and points out the way to improvement.