Research On Language Game In Advertising Discourse

With the rapid development of our commodity economy, advertising has become an increasingly indispensable part of our daily life. A good advertisement may determine the competitiveness and sales volume of a particular commodity, and is an important means for consumers to learn about its quality and after-sale services. Therefore, innovation in advertising is critical. The employment of language games as one of the important means of being innovative, is being studied in this paper.This paper, which is based on the work of Russian scholars Гридина Т.А, Данилевская Н.�', and Курганова Е.Б, regarding the point of the language games, studies the employment of language games in advertisement discourse as well as the means of its expression. It aims to provide a brand new perspective for the study of advertisement discourse, exploring and furthering the study of the employment of language games in discourse. This paper has clearly defined the concept as well as the characteristics of language games, revealed the functions and features of advertisement discourse and language games, and shed light on the principles and mechanism of the employment of language games in advertisement discourse. This paper will enable people to gain insights into language games and contribute to further study of advertisement discourse.