Research On Jingqian Language In Commercial Advertisements Of Singapore's "La Laksa

"Lat Pau" is the first Chinese newspaper in Singapore.lt is also the longest continuously published Chinese newspaper in the late Qing Dynasty and early Republic of China.It is not only in the overseas Chinese society in the study of culture and history of journalism has a high historical value,also provides an important corpus for Chinese study.This paper takes the terms of respect and modesty in commercial advertisements of "Lat Pau " as the research object.Terms of respect and modesty in commercial advertising of "Lat Pau " are divided into two categories:appellation terms of respect and modesty and expression terms of respect and modesty.With the support of the corpus,we further discussed the use characteristics of the terms of respect and modesty.There are four characteristics:terms of respect and modesty have the characteristics of classical Chinese,the use of terms of respect and modesty has become a cliche,terms of respect and modesty are used in succession,a written form is used to assist with respect and modesty.This paper analyzes the diachronic development of terms of respect,and modesty by the specific data.The frequency of the use of terms of respect and modesty is decreasing.1887—1911 was a period of great fluctuation,the frequency of terms of respect and modesty was relatively flat in 1912—1932.Then,the article continues to study the reflection of terms of respect and modesty in commercial advertisements of "Lat Pau" in today's Singapore Chinese newspapers,and see that some of the terms of respect and modesty are not present in the Chinese newspapers in Singapore today,and some of them are still used.And today some Singaporean Chinese newspapers also use some new terms of respect and modesty.We can know that language has a strong capacity for self-adjustment.The paper also compares the terms of respect and modesty in the commercial advertisements of "Lat Pau " with the China's local newspaper "Shen Bao" in the same period,and observe similarities and differences between them.It is found in the the terms of respect and modesty in the commercial advertisements of "Lat Pau" and "Shen Bao" are all have characteristics of classical Chinese.The use form of appellation terms of respect and modesty and expression terms of respect and modesty of "Shen Bao"are more abundant than "Lat Pau".We can get two inspirations from the comparison:the China 's local newspapers have a great influence on the overseas Chinese newspapers.The overseas Chinese newspapers has its own characteristics.In the end,we discussed the the factors of existence and lower using frequency terms of respect and modesty in the commercial advertising of "Lat Pau".The reasons for the existence of the the terms of respect and modesty in commercial advertisements of "Lat Pau " and the reasons for lower frequency of using.The rationality of existence lies in the influence of field,language identity,generic intertextuality and the chief commentator Ye Jiyun.The reasons for lower frequency of using lies in the influence of the mechanism of language evolution,Impacts of local social events in China,Entertainment enhancement in the form of advertising and Language Contact.