The Discourse Analysis Of Controversial Advertising

Contexts not only play an important part in Advertising discourse, but also in the advertising creation and effectiveness. However, with the culture's development of the social transformation, the discourse production of the creative industry has become more and more complicated and flexible. Based on the inevitable conflict between cultural context and advertising in itself such as the oppositions among the social responsibility, ethics or moral and commercial utilitarian and so on which make more and more controversial problems in terms of the advertising creation recently. Especially it is even worse for the high context culture nation.On the detailed problems'analysis, the comprehensive application of theory is not enough. In fact, it is well known that discourse analysis theory has a big and matured system, but the main researching pays more attention to the isolated application and just does some facial explanations lack of connective and deep exploration. Therefore, to collect and integrate the unreasonable advertising examples at home (according to the scientific fact, this paper has summed up five question types which makes a certain contribution to the special phenomenon studies) based on the theory of discourse analysis to make innovations including the improvement of the literacy of advertising for relevant groups is very crucial and necessary for the advertising research nowadays, also the essence of paper's innovations, and it is good for the distinction of the different cases'problems in nature so that to serve and guide the local advertising practices better.