A Pragmatic of Chinese Text Commercial Advertising Language and Cultural Study of Chinese Commercial Advertising Language: some case studies.

As China's economy enters the era of Industry 3.0, with the widespread application of the Internet, information technology and digital technology, China's business and service industries are developing at an unprecedented speed. Information dissemination is faster, more convenient, and costs much less. With the popularization of smartphone applications, the revenue rate of traditional advertising media such as TV, radio, and indoor and outdoor advertising, especially TV and radio advertising, continues to decline. However, for advertisers, especially small and medium-sized brands, it is undoubtedly a new opportunity for marketing as they will be blocked from entering the advertising market by the expensive TV advertising fees. Despite this, both domestic and foreign advertisers are also facing huge competition because Chinese consumers have become "immune" to complex information flows and indeed, are also bored. Whether this is a good thing or a bad thing is worth thinking about for every Chinese person. As a master’s student majoring in Chinese language and a Chinese teacher who has taught Chinese language for many years, I am very concerned about the social functions of the Chinese language. From the perspective of local economy and culture, commercial advertising language is actually like a mirror of these aspects. In China, commercial advertising is not only a way in which information is disseminated but also can better reflect China's economy, traditional culture, and Chinese people's ideologies and values. Of course, language has a narrow sense and a broad sense. This paper mainly discusses the narrow sense of language, that is, written language and spoken language. I chose the former as the main topic of argument. This is due to the special status of writing in human development, as the invention of writing marked the entry of human beings to civilization. Chinese characters have a history of more than 5,000 years. Chinese characters, Chinese syntax and grammar, Chinese rhetoric devices, and ways of speaking have all developed over a long period and are constantly changing. They are our precious wealth. However, as China enters the Industry 3.0 era and the trial implementation of the Industry 4.0 era, Chinese people seem to pay less attention to Chinese characters than before. But even so, I realize that the Chinese characters are irreplaceable and should not be replaced by intelligence, video, etc. We should not let this precious wealth be completely replaced by video, etc., and human beings cannot live without writing. Therefore, I chose Chinese commercial text advertising as the topic, hoping to help novice advertisers, whether domestic or foreign, to gain an in-depth understanding of the pragmatic essence of Chinese text commercial advertising and its connection with Chinese culture, so as to create attractive text advertising for people. Text advertisements for Chinese audiences will help them conduct more effective commercial marketing activities in the Chinese market where they have "immunity". At the same time, I wish also to do my part to spread the beauty of Chinese characters to the world.