A Study On The Mobile Phone Advertising Language Under The Foregrounding Theory

Advertising language are the soul of advertisements,aiming to promote product information or services to the advertising receiver,attract their attention in a short time and persuade them to make a purchase.Therefore,the creator of an advertisement will use various means to process the language to make it novel and outstanding,to highlight it in front of the advertising receiver,to stimulate the interest of the advertising receiver in reading,and to enhance the expression effect of the language.Foregrounding is an important means of language processing.Its essence is to break the automation and mechanization of language,to bring out the language from the background,and to make it unfamiliar,in which the background is the conventional language system generally accepted by the advertising receiver,and the language features brought out are the violation or strengthening of the conventional language system.Based on foregrounding theory,this paper analyzes the linguistic deviation and linguistic parallelism in mobile phone advertising language from different levels such as phonology,lexicon and grammar,explores the linguistic characteristics of foregrounding in mobile phone advertising language,analyzes the factors of foregrounding language formation in mobile phone advertising language from the aspects of advertising creators,advertising receivers,advertising context and advertising language themselves,and then explores the practicality of foregrounding theory in mobile phone advertising language.This study will explore the practicality of foregrounding theory in mobile phone advertising language,expand the application area of the theory,and provide new perspectives for the writing and research of mobile phone advertising language.This study selects more than 1,000 advertising language promoting mobile phones from the official websites of mobile phones and shopping websites such as taobao and jingdong in the past five years from 2018-2022 as the linguistic data,and analyzes the linguistic deviation and linguistic parallelism phenomena existing in mobile phone advertising language based on the foregrounding theory.By analyzing the selected linguistic data,it is found that the linguistic forms of foregrounding in Chinese mobile phone advertising language are mainly realized by two means: linguistic deviation and linguistic parallelism,where linguistic deviation mainly includes phonetic deviation,lexical deviation,grammatical deviation and semantic deviation.By intentionally violating the standard language conventions,the creator of the advertising language enhances the language expression effect,gain the favor of the advertising receiver and prompt them to produce purchasing behavior.The linguistic parallelism in mobile phone advertising language mainly includes phonetic parallelism,lexical parallelism and grammatical parallelism.The creator of advertising language stimulate the reading interest of ad receivers by over-repetitive selection of linguistic conventions.The role of foregrounding theory in mobile phone advertising language is mainly manifested in giving new forms and meanings to the language and stimulating the reading interest of the receiver;prolonging the reading time of the receiver and deepening the receiver’s understanding of the text theme;enhancing the expression effect of the language and deepening the receiver’s memory;promoting the development of the language and meeting the aesthetic needs of the receiver.Therefore,the linguistic deviation and linguistic parallelism in foregrounding theory can meet the main objectives of advertising,attract the attention of advertising receivers,and prompt them to produce purchasing behavior.The dissertation consists of four chapters.The introductory part gives an account of the background of the selected topic,the current status of the study,the significance and innovation of the study,the sources of the linguistic data and the research method.The first chapter introduces the development of foregrounding theory,two forms of foregrounding,linguistic deviation and linguistic parallelism,and analyzes the function of foregrounding in mobile phone advertising language.The second chapter analyzes the collected mobile phone advertising language in terms of linguistic deviation from four aspects: phonology,lexicon,grammar and semantics with specific examples.The phonology deviations are mainly manifested as harmonic deviations,deviations of overlapping tones,onomatopoeic deviations and deviations on the pause;the lexical deviations are manifested as word form deviations and word meaning deviations;the grammatical deviations are mainly analyzed from two perspectives: morphology and syntax;the semantic deviations are mainly manifested as figures of speech,specifically analyzing the seven figures of speech involving metaphor,hyperbole,personification,synaesthesia,parody,pun and metonymy.Chapter 3 analyzes the linguistic parallelism in mobile phone advertising language from three levels: phonology,lexicon and grammar.The phonological parallelism is mainly manifested in initial rhyme and end rhyme;lexical parallelism is mainly realized through repetition;grammatical parallelism is manifested in small-scale parallelism and large-scale parallelism.Chapter 4 analyzes the factors of foregrounding language formation in mobile phone advertising language from the aspects of advertising creators,advertising receivers,advertising context and advertising language themselves.