The Study On Word Variation In Advertisement Slogan

The language variation is one kind of universal existence language phenomenonin advertisement slogan. It attracts the attention and arouses the interest of theconsumers through the variation on pronunciation, vocabulary and grammar. For morethorough and careful investigate on slogan, and provides a reference for advertisementslogan creation, and please the consumers in the broadest sense, the aim of this thesisis making a systemic study on word variation in advertisement slogan. Here, theauthor gives concluding remarks for the whole article and the innovation of it. In thisthesis, the writer tries to reflect the law of variation in advertisement language inrecent years to by mass of first-hand materials, and hope to help with the creation ofadvertisements.This thesis altogether drives into five parts. The first chapter is the introduction,clear advertising language research, points out the content, meaning and methods ofthe research. The second chapter is to investigate ways of variation in advertisementlanguage, which are phonological deviation, metaphase, meaning variation, wordscollocation variation, create new words and idiom variation. The next chapter is thestudy on features and pragmatics value of language variation in advertisement slogan.And comes to a conclusion that the mainly features are instantaneity, sociality,destructiveness, subjectivity, and the pragmatic value lies in to beauty up the sloganand make it more interesting. In chapter four, the writer investigates some problemslike coinages, high identical rate, and phonetic variation abuse and so on. The lastchapter is conclusion.