Advertising language, also known as advertising words, has broad and narrow meanings. Broadly speaking, advertising language refers to a kind of propaganda language that introduces goods, culture, entertainment and other services to the public through various media and posters, including the title and text of advertisements. Advertising language in a narrow sense only refers to the title part of the advertisement. Headlines are the soul of advertisements and the main tool to attract readers. A survey in the United States shows that people who read headlines are five times as many as those who read the full text of advertisements. This shows the importance of advertising headlines. Therefore, the advertising language discussed in this paper takes its narrow sense, that is, the advertising title language.

Advertising language, also known as advertising words, has broad and narrow meanings. Broadly speaking, advertising language refers to a kind of propaganda language that introduces goods, culture, entertainment and other services to the public through various media and posters, including the title and text of advertisements. Advertising language in a narrow sense only refers to the title part of the advertisement. Headlines are the soul of advertisements and the main tool to attract readers. A survey in the United States shows that people who read headlines are five times as many as those who read the full text of advertisements. This shows the importance of advertising headlines. Therefore, the advertising language discussed in this paper takes its narrow sense, that is, the advertising title language.

First of all, we should start with the function of advertising and understand the stylistic characteristics of advertising. Advertising is a tool and means of marketing, and the marketing function should be regarded as the intrinsic function of advertising. Marketing is inseparable from communication, and communication function is the most basic function of advertising. Advertising plays a role in promoting, persuading, enhancing and prompting through the dissemination of information. Generally speaking, advertising language is a short slogan that is repeatedly used in advertisements for a long time in order to strengthen the impression of the target on the enterprise, product or service. It should be based on long-term sales interests to convey a long-term unchanging concept to consumers, so let's analyze the stylistic features of advertising language.

concept

Advertising slogans, also known as advertising language, advertising theme sentences, advertising center words, advertising center terms, advertising slogans, etc. It is a simple and slogan-like sentence repeatedly used by enterprises and groups in advertisements for a long time in order to strengthen the audience's consistent impression of enterprises, goods or services, expressing the characteristics of goods or the concept of enterprises. It is an important channel to convey long-term unchangeable ideas to consumers based on the long-term sales interests of enterprises.

function

(1) Advertising slogan is a cognitive bridge between enterprises, commodities, services and audiences. Advertising slogans take the spirit, ideas and characteristics of enterprises, goods and services as their own content. After a long period of circulation, these sentences have become a cognitive bridge between enterprises, goods, services and audiences.

(2) Strengthen the audience's consistent impression of enterprises, goods and services. Advertising slogans are repetitive, unified and long-term in the process of use. This unified, repeated and long-term performance can leave a consistent and unchanging impression in people's hearts. This consistent and unchangeable impression can make the enterprises, goods or services in the eyes of the audience reflect their personality and image characteristics, make them stand out from many similar ones, and leave a deep and lasting impression and memory on the audience.

(3) Through multi-level communication, word-of-mouth effect is formed. The colloquial language style forms smooth, clear and easy-to-understand performance characteristics, which is conducive to people's acceptance and memory, as well as oral communication. People can complete multi-frequency and multi-level communication between people in a relaxed state, forming a ripple effect and generating word-of-mouth power.

(4) convey the long-term unchangeable concept, change the consumption orientation, and generate long-term sales benefits. The content of advertising slogans is nothing more than the concept of enterprises and the characteristics of goods. Advertising slogans not only show the characteristics of enterprises and commodities, but also reflect new consumption concepts.