A Study On Advertising Language Of Singapore Chinese Language Newspaper

Singapore Chinese newspaper advertising language is a part of the Singapore Chinese. The paper based on the corpus of Singapore Chinese language newspaper advertising, on the way of the language and culture of two aspects to study.For language, compared with newspaper advertising language of mainland China, Singapore Chinese newspaper advertising language has its distinctive features, mainly for the use of Chinese characteristic words, frequent use of personal pronouns, a mixture of Chinese-English code forms and the outstanding phenomenon of using classical Chinese and vernacular. The Chinese characteristic words response characteristics of things or phenomena in Singapore, and it is a major feature; Frequent using of personal pronouns, especially for "you", embodies the language of courtesy and modesty; Mixed Chinese-English code forms, English language code as an embedded component in advertising discourse has three forms. As for the outstanding phenomenon of classical and vernacular, it brings a kind of elegant style.For culture, language is the carrier of culture, language reflects culture. Overseas Chinese newspapers as the most important media tool, carrying a rich cultural connotations. Singapore Chinese newspaper advertising language contains a wealth of Chinese culture, in terms of values, mainly concentrated Jia Guo concept, the concept of human authority and worship; In ethics, reflecting the love of filial piety, honesty, humility and other virtues of comity; In terms of customs and rituals, reflecting Singapore’s Chinese community focus on festivals, burial funeral, happiness and so on. Singapore’s Chinese newspaper advertising language reflects the cultural knowledge, embodies the overseas Chinese community of the Chinese culture inheritance and preservation, as well as to enhance the cultural identity and ethnic identity of the Chinese society and the cohesion of Chinese society has the vital significance and value.