An Analysis of Commercial Advertising language from the Perspective of Adaptation Theory

Abstract
Commercial advertising language is a common form of language in our daily lives. Based on the adaptation theory, this paper analyzes the adaptation in commercial advertising language. It is found that commercial advertising language adapts to the communicative context between advertisers and consumers, and the structures and forms of commercial advertising language are always changing and fall in various kinds. These adaptation phenomena reflect the high degree of salience of advertisers when they are designing the commercial advertisements.
Key words: adaptation theory, context, structural objects, salience, commercial advertising language
Content
1.    Introduction1
2.    Demonstration-1
2.1    Adaptation theory -1
2.1.1 Three core concepts-1
2.1.2 Four adaptive dimensionalities2
2.2  Adaptation to contexts in commercial advertisements-3
2.2.1  Adaptation to mental context3
2.2.2  Adaptation to social world-4
2.2.3  Adaptation to physical world -5
2.3  Adaptation of structural objects in commercial advertisements6
2.3.1  Adaptation in length6
2.3.2  Adaptation in choosing of sentence structure-6
2.3.2.1 Rhythm-7
2.3.2.2 Partial tone-7
2.3.2.3 rhetorical device 8
2.4  Salience of the adaptation process in commercial advertisements-9
3.  Conclusion-9
Bibliography10