A Research Of Illegal Food Advertising Language

Advertising is almost found everywhere in modern society. Food advertising is related to human being's health and life safety, therefore the accuracy and authenticity on the expression of language was particularly important. The latest revision of Chinese Advertisement Law, which had more detailed and elaborate regulations on food advertising, was formally implemented on September 1st, 2015. It was the first revision since the law passed 20 years ago.This paper extracted some illegal food advertisement which had exposured to the public on the government portal and and portal websites. The analysis methods of studying language and law was referenced and adjusted to do the intensive study of the features both in language and content of the illegal food advertisementFirst of all, the research object should be the language of illegal food advertisement was clearly defined by distinguished food from several confusing concepts. Then, Article analysis the violation of the quantity, quality and manner maxim in the cooperative principles, to exposes the purpose of the illegal advertising which is to beautify products and cheat customers. In addition, statistical analysis was carried out on the high-frequency words of illegal food advertising. There are some main language features was discovered and summarized in the paper. Finally, we put forward several strategies against the illegal food advertising according to the reasons and features. About the standardization of the illegal food advertising language, we summarized three principles should be stick to, namely authentic, thoughtful and accurate.