Research On Exceptional Paradigm Of Advertising Language

The importance of language in advertisement is obvious,also for the domestic and foreign general advertising experts acknowledged.Advertising because of its uniquecharacteristics,has become a special type of writing,it is extremely value the use of language.Advertising language in the advertisement the factors to be the most applicable,shall be modified,one of the most vitality,expression,it is the basis of existence and spiritual pillar advertisement.As advertising economic prosperity and fierce competition,ordinary advertising language has not attracted the audience's eyes,the language of supernormal collocation can develop,characteristic superior advertising language has become to attract consumers,according to the collecting and organizing of supernormal advertising language,the writer found the supernormal collocation of the advertising language has gradually become the norm,some papers are about advertising language paranormal phenomena made a lot of analysis and elaboration,but with the progress of the society and the advertising industry to flourish,the new paradigm of advertising language is becoming more and more diversified,why people will be more and more accepted in the advertising language of paranormal?In order to better explore the supernormal phenomenon of the advertising language,the specification of the wrong,therefore,the study of the supernormal paradigm of the advertising language.In this paper,a total of four chapters.The first chapter is introduction,mainly introduced the selected topic reason,definition of supernormal paradigm,advertising language and the research status of new paradigm,research significance and the method presented in this paper.The second chapter analyses the types of extraordinary and cognitive paradigm.This among them,the first is to put the advertising words of supernormal collocation is divided into supernormal grammar and semantic extraordinary;And then studied the words of the new paradigm cognitive patterns: metonymy and metaphor model;Cognitive pattern and figures of speech is a close relationship between the people,we mainly study the parody,pun,metonymy,compare several kinds of figures of speech in the cognitive thinking mode,and study the formation of a new paradigm of factors is the need of creative expression.The third chapter studies the new paradigm of accept.Here mainly talk about the culturalpsychology and advertising in the context of advertising words,the influence of transnormal paradigm in combination with context,need special context combined with good,is plausible,people also can understand and accept.The fourth chapter is a new paradigm of advertising language specification Suggestions,from the new paradigm in the positive role of advertising campaigns and disadvantages of combining network carrier and the spread of the network carrier for its raised some proposals to the specification.In the epilogue,it reviews the studies of writing to us,also expressed the expectations of further research on this question.