Research On Linguistic New Elements Of Television Advertising

Linguistic new elements of television advertising are new linguistic components that different from inherent language elements that exist in television advertising language. They are mainly come from new elements of code-switching, neologisms, new loanwords, neology from existing words, new elements of word-class shift, and new elements of transnormal combinations. From pragmatic, lexical, syntactic levels of television advertising, description and analysis of distribution and functional roles of linguistic new elements are studied.Form of linguistic new elements of TV advertising is the result of subjective and objective factors’co-operation. Features of television media, evolvement of language system, the development of social life, and enrichment of language materials are factors provide objective criteria for the form of new language elements. Subjective factors, mainly the purposes and properties of television advertising condition the language to consider the impacts of communicative context, audience psychology, time limit, and sound-video two-dimensional presentation of television media, and then make adaptive changes.Linguistic new elements of TV advertising are largely for the purpose of television advertising, and have strong functionality and purposiveness. They bear the roles of enhancing expression, reflecting target of an ad, assisting TV video to attract, filter and convince their audiences, saving time and adjusting information content.Linguistic new elements of TV advertising distribute in levels of lexical, syntactic, pragmatics etc. the code-switchings between Mandarin and dialects, or Mandarin and foreign languages are linguistic new elements of pragmatic level. Linguistic new elements in lexical level are the most abundant and activist. TV advertisings not only absorb universal neologisms, but also create a large number of dedicated neologisms with existing lexical components. Existing words and loanwords are absorbed and transformed to express specific meaning and emotion. Linguistic new elements of syntactic level are mainly in certain word-class shifts and transnormal combinations. Types of word-class shifts in TV advertisings are far more than those in ancient Chinese language. Using noun as an adjective. Using a verb as an adjective, using a verb as a noun, other word-class shifts of verbs, using an adjective as a verb, using an adjective as a noun, using an attributive word as an adjective, and word-class shifts of numerals, adverbs and loanwords etc. are linguistic new elements of modern Chinese language.