Comparative Study On Advertising Language Of Children And Adults

This paper aims at the commonness and difference of advertising language between children and adults with the comparative study and case analysis methods. Moreover, "Adult-like" in the children advertising language is discussed in detail. And advertisement corpuses for foods and commodity are paid attention to. The advertisement of children and adults are creatively laid in the same topic or aspect for comparative analysis. Thus the characteristics and rules of these advertising languages can be studied from different views, such as rhythm, vocabulary, grammar and rhetoric. Furthermore, their commonness and difference are researched so that the "Adult-like" in the children advertising language is able to be examined, analyzed and solved. These are the focal point and difficult in the paper.According to the case analysis, it is found that two kinds of advertising language are common in many aspects, such as the harmony of tonal pattern and rhythm, the methods of echo rhyme and overlapping strengthening, the use of spoken language and monosyllabic verb, the appearance of simple sentence and elliptical sentence and the appropriate use of rhetoric. However, they are also very difference in some cases. The children advertising language uses little tonal pattern, homophony and idiom, but like colloquial style and simple rhetoric. For the adults, the methods of tonal pattern, homophony, idiom, two-syllable verbs, complex sentence, non-subject-predicate sentence and rhetoric are used extensively.Next the "Adult-like" in the children advertising language are discussed. It is shown that the features of the "Adult-like" include the word misuse and ideographic dislocation, which has a negative impact on the children. The reasons are the spoon-feeding education, traditional hopeful values and lack of legal supervision of the advertising market.Based on the above, the following proposals are put forward:(ⅰ) Obey the laws of child language development; (ⅱ) Understand the difference of the advertising language between children and adults; (ⅲ) Emphasis on family education, peer education and school education; (iv) Develop children's aesthetic correctly; (v) Change the "mismatch" status quo and (vi) Clear design to make children childlike.