Study On The Weibo Advertising Language Monitoring In The New Era Based On Mixed Methods Research

Taking the advertising language of sina micro-blog as the object of monitoring research,and limiting the time range to the new era,using the method of sociolinguistic sampling survey,it is determined that nearly 10000 advertising languages will be established as the advertising language repository.The purpose of advertising language monitoring is to find out the existing problems of advertising language,know the formal characteristics of advertising language in the new era,summarize the laws of advertising language content in the new era,understand which types of advertising language can attract consumers' attention,and strive to establish research paradigms for domain language research while promoting linguistic economics research.We monitor the form and content of advertising language,first of all,form monitoring includes five aspects: speech sound,script,vocabulary,grammar and rhetoric.Secondly,content monitoring includes hot topics,cultural factors and public sentiment on language.All aspects are illustrated with corresponding advertising language examples.On the basis of form monitoring and content monitoring of advertising language,the text monitoring model of advertising language is initially constructed and the multimodal monitoring model of advertising language in the new era is further constructed,and we try to make a case study of model-based advertising language monitoring.At last,it summarizes the function of advertising language monitoring from three aspects: national,social and academic.The study mainly uses the mixed methods research and methods of language resource base,modeling,research integration and comparison to complete the corpus integration,analysis and comparison.However,in practice,due to the accuracy of word segmentation and the proficiency of qualitative software,the research scope and overall accuracy of advertising language monitoring are limited.It is found that since the beginning of the new era,the research on advertising language in China has been in a state of fluctuating forward,however,both domestic and foreign advertising language research are faced with the problems of less and unstable research groups,scattered research orientation,insufficient research innovation.The results show that the language of microblog advertising in the new era is rich and diverse in form and content,distinctive in features and vigorous in language.The results show that the multi-modal advertising language with rhetoric,celebrity effect,cultural factors,hot topics and high product fit is more popular with consumers and can play a role in promoting consumption.In addition,the text monitoring model of advertising language and the multimodal monitoring model of advertising language in the new era constructed in this study have played a reference role in the future language monitoring research.The study of advertising language monitoring in the new era is another useful attempt to study small scale real live Chinese texts under the circumstances of media convergence,"one belt and one road" and "Internet +".In terms of theoretical value,the advertising language monitoring model is conducive to promoting the theory and practice of domain linguistics,promoting a wider range of interdisciplinary language studies,and establishing a genuine "linguistic group".Advertising language monitoring can serve "one belt and one road" and "Internet +",enhance national advertising language ability,show Chinese image and cultural self-confidence.In a practical sense,advertising language monitoring has both inspection and prospect.It contributes to providing decision-making data support for relevant institutions;advertising language involves language economics,it can help language poverty alleviation work,and really winning the decisive battle of poverty alleviation.