Research On Drug Advertisement Words In The "Declaration" Of The Island Period

As the beginning and symbol of modern Chinese newspapers,the Shen Bao is the lo ngest and most influential newspaper in modern Chinese history.The Shen Bao contains a bundant historical information and academic resources and it is not only a great history t reasure but also a huge language treasure.The island period is a special time and the Sh en Bao recorded the special society and language's development of modern Shanghai,othe r wise,it provided the conditions for us to understand the development of modern society in Shanghai and to study the modern Chinese during that time.The Shen Bao's drug adv ertisement contained rich language phenomena,and among them,the characteristics of word s are especially prominent.Based in the consolidation of up to eleven thousand words on the corpus,the author concluded the words exemplified the features of diversity,uncertainty,flexibility and so on.The summary of the above characteristics constitutes the main part of the paper,and also embodies the innovative value of this paper.In addition to the intro duction and conclusion,the main body of the paper is about 52 thousand words,next is i ts basic structure.The introduction firstly establish the topic,to clarify the research objecte ven research objectives,and to explain the reasons or significance of the topic.Secondly,o n the basis of searching and consulting the relevant literature,the paper studies the curren t situation of the research on the drug advertisement and identify the relevant concepts i n the period of the island.Finally,the paper explained the research methods and innovatio ns.This paper mainly adopts the methods of literature,corpus analysis,quantitative analysis,description and interpretation and so on.It mainly analyses five years' medical advertiseme nt detaily and in-depth from the perspective of linguistics and lexicology,otherwise,it stud ys from advertising,communication,history and other disciplines.We concluded the unique characteristics of words and reflects the significance of this study.The main body of the paper is divided into three parts,which are all about the theme of the paper,that is about the study of words of Shen Bao's drug advertisements.We find that its characteristics of the drug advertisement have prominent features in source,structure and its collocation when we analyze the words itself and its combination.Firstly,Shen Bao's characteristics' s source of the advertisement have diversity.The drug advertisements of Shen Bao are mainly from foreign words,idioms,the co mmon sayings and dialect words.The four categories also include various forms of expres sion,reflecting the diversity of sources.The special social status of Shanghai has made itbecome an important window and promoted language borrowing between China,Britain,Fr ance,America,Germany,Italyand Japan,so it generates a large number of foreign words duri ng the period of the island.The Shen Bao had a strong circulation and universal dissemin ation as a plane media.The characteristics promoted the communacation between different areas.Apart from the most consistent with common language of modern Chinese words,it also used some local dialect words and sayings,to show the apparent oral character.As a carrier of language use,the Shen Bao's drug advertisements also used the elegant idiom,showing a strong color of written language.The use of these words in time and space int egrate the language resources at all times and in all countries,what's more,they reflect the rich diversity of modern Chinese vocabulary system to a certain extent.Secondly,Shen Bao's characteristics' s structure of the advertisement have uncertainty.It is not unified in the structural form of the Shen Bao's drug advertisements,which i s mainly embodied in the usage of the inverse morphemes words,variant word and abbre viations.The inverse morphemeswords mainly showed the different word order;The variant word mainly showed different variants of the same word.The abbreviations is the breviar y of the existing form from the original form.The words of the Shen Bao's drug advertis ements reflect the instability in the development of modern Chinese and these show that the modern Chinese vocabulary system's standard is not high enough in that era.The mo dern Chinese vocabulary system presents some confusion.Thirdly,Shen Bao's characteristics' s collaction of the advertisement have flexibility.The collocation between words mostly complied with the rules of syntactic,semantica nd logic.But in order to enhance the expressiveness of the language,advertisers often use some extraordinary semantic rules and logic beyond conventional collocation to make the words beyond the conventional restrictions,or use a word to describe another thing,or eve n modeled an existing word form to creat a new word.It mainly included transfer of me aning,words' flexible usage and imitation of the words.No matter what form of extraordin ary collocation,it had a certain degree of deviation from the semantic content or the logi c convention and this deviation reflects the flexibility of the words of the Shen Bao's dr ug advertisements.After the main part is the conclusion of this paper.The drug advertisements of Shen Bao reflect the characteristics of the diversity,uncert ainty and flexibility.These features play an important role in improving the expression of drug advertisements and strengthening the advertising.But there are different form,the for m of miscellaneous,standard,non-standard words made hard phenomenon,which need to fol low the relevant principles to regulate.What's more,we can get a glimpse of the development of modern Chinese vocabulary and understand the appearance of modern Chinese v ocabulary system from the perspective of the application of the advertisement words.The application of the drug advertisement words provides a valuable model for us to sort out the development process of the modern Chinese vocabulary system.The research of this p aper is of great significance to reveal the history of modern Chinese vocabulary.