The Study On Tourism Advertising Title Of2012" China Tourism News "

Advertising title is one important object of title research, however, since very long time, the scholars have mainly focused on the study of news stylistic while rarely on advertising stylistic. This paper makes a study of the tourism advertising title of " China Tourism News" in2012. Basing on the establishment of title corpus, and through the method of quantitative statistics, qualitative analysis and comparative study, it comprehensively describes the overall language features of tourism advertising title. In addition, combining with four functions of advertising titles, we also elaborate the causes and efficacy of its features, in order to help understand the overall language features better, to provide beneficial references for title writing and also play a complementary role in the study of advertising title.This paper contains four parts. The first part is chapter one, which mainly discusses the basis, purpose and significance of this topic selection, analyzes the current research situation, and introduces the object and methods of the research.The second part is the main part and emphasis of the article, including Chapter Two, Three, Four and Five, which investigates the language features of tourism advertising title. Chapter two describes its phonetic feature:On phonetic length, the most common ones are titles with7-12syllable, because they balances the amount of information and simplicity; On phonetic rhythm, the diversity of beat group and combination of sound steps makes the rhythm more flexible, and the repeatability of sound steps and their combination makes the rhythm more trim.Chapter three describes the characteristics of word using:High-frequency verbs and adjectives reflect the universal requirement of consumers, while low-frequency terms and the flexible use of parts of speech make the titles more novel, simple and elegant.Chapter four summarizes the syntax characteristics:The referentiality of first-level destination titles and the second-level titles is distinctive, because their substantive titles are more than predictive titles; The anaphoric structure is widely used, because it can performance and emphasize the theme in various ways; Elliptical sentence used as major sentence pattern can make the title more concise and lively.Chapter five summarizes the rhetoric characteristics:Dual, parallelism, metaphor, analogy, and metonymy are the mostly used figures of speech; The first-level titles pay more attention to attract the audience, so they use much more figures of speech than the second ones.The third part is chapter six, which analyses the cultural impact of tourism advertising titles and summarizes three main ways to exert influence:spreading cultural knowledge, advocating lifestyles and cultivating aesthetic tastes.The fourth part is chapter seven, which summarizes the full text and points out the deficiency of this research.