Study On Changes In Automobile Advertising Language From Sociocultural Perspective

Language like everything else is not static.It changes as society changes.Language is the product of society and has complicated relationship with social activities.In the rich language world,advertising language is the most active part,it is close to everyday life,so it is easier to be observed and studied.The sociocultural interaction theory is a theory of cultural linguistics.It puts forward three methods of analyzing language,namely cultural background investigation,cultural psychology interpretation and linguistic semiotic analysis.The theory holds that language,on the one hand,is a product of socioculture.On the other hand,language can affect people's psychology and behaviors as well as sociocultural development.Based on the theory,the thesis collected 218 items of Chinese automobile advertising language since 2001 from the annual of China Advertising and the magazine of Guide to Buying Car as the supporting materials to analyze changes of pronunciation,vocabulary and appeals in advertising.At the beginning,this thesis introduces the related concepts of socioculture,and the research progress of advertising language as well as language change.Then it discusses the change of advertising language from three aspects.In the aspect of advertising language structure,this thesis first discusses changes of syllable,rhythm and rhyme.Then,the thesis discusses the semantic change of "car" in advertising language and the change of the use of modifiers and appellation.In the aspect of advertising appeals,this thesis discusses the development of emotional appeals and rational appeals in advertising language.In the aspect of the interaction of advertising language and socioculture,this thesis discusses the impact of the change of ethnic culture,national culture and mass culture on advertising language and the impact of the change of advertising language on the character usage,consumer culture and socio-ethics.Taking language research,social research and advertising research into account,the thesis may inject new vitality into the development of advertising language research.Besides,this thesis provides reference for the advertisers who are engaged in advertising creation.