Sociolinguistic Researches On "Pantaboolized" Advertisement Online

In social language applications,language taboo is a very important topic.Because language taboo often gives a strong sense of disgrace and discomfort,so in public,people rarely use it,to avoid touching language taboo.Nowadays,with the rapid development of modern Internet technology,shopping online came into being.And the online advertising which is directly related to that has also been more and more advertisers competing chase,the market gradually expanded."TaoBao","JingDong","SunNing" and other rapid rise of electricity providers,leaving this online advertising war into a white-hot.In the past few years,the development of online advertising continues to emerge new forms of advertising,but a new problem arises at the same time.We found that the taboo in online advertising seems to have faded its awesome and frightening veil,began to prevail in the public view.This paper takes this phenomenon as the core,takes the online advertising as the basic research object,and discusses the language problem and the social reality related to it by taking the "Double Eleven Festival" advertisement of the network electricity as a typical case.The desensitization of the language taboo in the online advertising has two forms of expression:the first case is that the business in the ads do not avoid language taboo,they use the taboo directly,we call this phenomenon "distaboolized";the secondcase is the business in the ad intentionally circumvent the language taboo,do not directly use the taboo language,but use language taboo phenomenon through other rhetorical twists and turns,we call it "retaboolized." Because these two phenomena are related to language taboo,so this article will put them together as "pantaboolized".We start from the perspective of language ontology and analyze how the the biggest feature of "pantaboolized" advertising-"indirectness" forms.The so-called"indirectness" means that the advertisement does not have a direct description of the quality,characteristics and performance of the product itself.The practical information about the product directly in the advertisement is substantially missing and diluted.That is,in the ad,"ad-signified" beyond the "ad-signifier".Whether it is"distaboolized" advertising or "retaboolized" ads are embodied in this feature,we see more advertising is shown by the rebellious,alternative and trendy spiritual value.Secondly,we start from the external factors of the language,to explore the reasons for the emergence of such phenomena.Through the analysis of the network data and social investigation,we find the "pantaboolized" advertising target audience is the middle income "white-collar workers who are young" and students who are receiving higher education.Because they have a common language attitude,so a specific online language community forms on the Internet.In order to obtain the emotional identity of these consumers,advertisers cater them with the language taboo,and the attract consumers to consume.However,because advertisers ignore the deep-rooted influence and binding of the specification in the language,"distaboolized" advertising break language taboo too thoroughly and directly,so the acceptance of "distaboolized" advertising is considerably lower than the"retaboolized" ads.Then,we focus on the "indirectness" of the "pantaboolized" advertising and launch a social cognitive survey to determine the consumer awareness of such advertising in the process,the receipt of the goods is not the real information.But the language taboo passed the representative of the identity of the symbolic information.Language taboo who has a familiar and preferred consumer language style,whereby advertisers continue to strengthen the members of this speech community in the network consumer in the dominant position,thus encouraging them to consume,consumption has become a manifestation of personal style and identity The feast.This article will be through the liberation of language in the advertising taboo to attract consumers,thus form a symbol of consumer boom phenomenon,called " Stylized consumption."Finally,we try to make a cultural perspective on this phenomenon and find that the "pantaboolized" advertisement is in fact a microcosm of postmodern social culture with a carnival and subcultural color unique to post-modern culture.It represents the resistance of the grassroots civilization to the traditional civilization of the center.However,with the commercial use of such a style of language "pantaboolized",the deep experience of the original the times and the resistance to the spirit gradually lost.And the sub-culture began to tilt to "negative culture".