Study of Geng's Identity and Communication Context Construction in Commercial Advertising

摘要

Geng is a kind of symbolic language that comes into being in the communication environment of virtual community and seeks the identity of the interlocutors. Just like a dialogue or password, the message is only to seek the agreement and correspondence with the respondent. This is another property of language, that is, the "Countersign Property". Based on the analysis of specific cases, this study finds that in today's homogeneous and increasingly competitive commercial advertising, the application of terrier culture in advertising may have an impact on the communication effect of commercial advertising, such as the construction of group identification identity for advertisers, the creation of a specific communication context, and the defamiliarization of everyday language, so as to improve the possibility of subculture groups' consumption and purchase through persuasive communication.