| The research object of this article is the advertising language landscape of "The Young Companion" pictorial."The Young Companion" is the first large-scale integrated Illustrated Illustrated Wu with Germany in 1926 in Shanghai founded.It is a modern pictorial with the longest publication time,the widest range and the largest number of publications in the history of Chinese journalism."The Young Companion" pictorial published more than 2,700 advertisements covering eight major industries including medicine and health care,education and entertainment,daily necessities,cosmetics,food,finance and insurance,tobacco and liquor,and clothing weaving and dyeing.Through the study of the pictorial advertising language landscape,it can fully reflect the social changes in Shanghai from the 1920s to the 1940s and the reasons behind it.This article uses the research method of close reading,qualitative and quantitative analysis to analyze the 2777 advertisements in the "The Young Companion" one by one.The results of the analysis are as follows:The samples of’The Young Companion"pictorial advertisements have the largest number of samples for medical and health care,and the fewest for clothing,weaving and dyeing.The advertising language landscape of"The Young Companion" pictorial is dominated by bilingual advertisements in Chinese and English（51.49%）,with Chinese being the priority language.Among the bilingual and multilingual samples,the fragmented arrangement of language information is the highest（84.01%）,and English serves as a commercial symbolic function in the language landscape.The contents of the samples are written in traditional Chinese characters,mainly in traditional writing methods.These language landscape features are related to social factors such as language policy,population structure,political economy and so on.In terms of language usage characteristics,there are a large number of variants in advertisements;English and Japanese have a greater influence on the use of advertising language,which is expressed through the use of English and foreign words.Most of the Japanese loan words are retained in modern Chinese Mandarin.Which became the basis of basic vocabulary in modern Chinese Mandarin.The Shanghai dialect has the least influence on the language in advertisements,mainly in the use of dialect characters and dialect-specific words. |
