The Survey And Study Of The "Adverb + Brand Words" Structure And The Adverb "Geng" With The Meaning Of "Prominent" In Advertisement Language

Generally, the current studies on adverbs in advertisement language are few and superficial and lots of topics await intensive and deep study. This thesis makes analyses and research on the"adverb +brand words"structure and the adverb"geng"with the meaning of"prominent"in advertisement language, which constitutes rewarding explorations of adverbs in advertisement language.On the"adverb +brand words"structure in advertisement language, this thesis mainly covers two topics: first, it examines the linguistic and advertising causes of the emergence of the structure; second, by surveying the accepting situation of advertisement audiences towards the structure, this thesis puts forward the three primary conditions for audiences to understand the meaning of the structure correctly, and on the basis of which the three basic principles of using the structure properly and efficiently are advanced.On the adverb"geng"with the meaning of"prominent"in advertisement language, this thesis gives descriptions of it from five respects, analyzes and investigates its unique pragmatic value in advertisement language. First, this thesis makes case studies of three advertisement language cases containing the adverb"geng"with the meaning of"prominent". It is pointed out that the use of the adverb"geng"with the meaning of"prominent"in advertisement language could effectively divide, establish and stress the new market, emphasize the distinctive functions of the product, and promote and manifest the implications of the brand.Second, in the light of the survey on the audiences'sensitivity, this thesis makes a comparison of the pragmatic effects in advertisement language of the adverb"geng"with the meaning of"prominent"and the adverb"youqi". It is propounded that because the adverb"geng"shows good coherence on the basis of comparison when expressing"to supplement"and"prominent", it is especially suitable to be used in the advertisement language of all the stages of an advertising campaign of a product which has long-term development strategies.Third, this thesis carries out research into the compound sentences/sentence groups in advertisement language in which the adverb"geng"with the meaning of"prominent"lies. The research focuses on"the relationship between the outside and the inside"and"the simple form and the complicated form". On"the relationship between the outside and the inside", this thesis holds that the freedom, the subjectivity and the flexibility of establishing the inside progress relationship in the"geng"compound sentences/sentence groups in advertisement language provide huge application space and tapping potential for using the"geng"sentence in advertisement language. On"the simple form and the complicated form", this thesis advances that the complexity and the selectivity of the semantic relationship of the simple"geng"sentence determine that it has rather high use value and development potential in advertisement language.Fourth, this thesis discriminates between the adverb"geng1"and"geng2"with the meaning of"prominent"in advertisement language from three angles: semantic direction, pragmatic information and the survey of the audiences'sensitivity. On semantic direction,"geng1"is forward directed to a single item, while"geng2"is backward directed to a single item. On pragmatic information, comparisons of"geng1"and"geng2"advertisement sentences in respects of topic/comment, focus/background and given information/ new information are made. In view of the survey of the audiences'sensitivity, this thesis puts forward the main reasons why the"geng2"sentences are more than the"geng1"sentences in advertisement practice as well as the notices on developing and utilizing the"geng1"sentences correctly and efficiently in advertisement language creation.Fifth, this thesis makes a comparative analysis of the"geng (with the meaning of'prominent') +VP"structure in advertisement language and the"geng (with the meaning of'prominent') +VP"structure in The National Language Committee of China's"The General Corpus of Chinese". The comparative analysis concerns the structures of"geng + modal verb + VP","geng + you + NP","geng + subjective-object VP","geng + shi + NP"and"geng + general verb + NP".