新媒体环境下广告语言的创新性与规范性研究
Research on Innovation and Standardization of Advertising Language in New Media Environment

本文聚焦于新媒体环境下广告语言的创新性与规范性，通过对大量新媒体广告案例的分析，深入探讨了广告语言在词汇、语法、修辞及创意表现手法等方面的创新形式，揭示其背后的社会文化、消费者心理等创新动因。同时，详细剖析了广告语言存在的语法词汇错误、语义模糊歧义、文化伦理偏离等规范性问题。在此基础上，提出了广告语言创新应遵循适度原则，通过建立规范引导机制、提升创作者素养和运用技术辅助审核优化等策略，实现创新性与规范性的平衡，希望为新媒体广告语言的健康发展提供有益的理论支撑和实践指导，促进广告行业在新的传播环境下实现高质量的信息传播与品牌塑造。
This paper focuses on the innovation and standardization of advertising language in the new media environment. Through the analysis of a large number of new media advertising cases, this paper deeply discusses the innovative forms of advertising language in terms of vocabulary, grammar, rhetoric and creative expression techniques, and reveals the creative motivations behind it, such as social culture and consumer psychology. At the same time, the normative problems such as grammatical and lexical errors, semantic ambiguity, cultural and ethical deviation in advertising language are analyzed in detail. On this basis, it is proposed that the innovation of advertising language should follow the principle of moderation, and achieve a balance between innovation and standardization by establishing a normative guidance mechanism, improving the creator’s literacy and applying technology to assist the review and optimization, hoping to provide beneficial theoretical support and practical guidance for the healthy development of new media advertising language and promote the advertising industry in the new communication environment to achieve high-quality information dissemination and brand building.