Social Linguistic Research And Analysis On The Validity Of Noncommercial Slogans Of Shanghai

Having synthesized the relevant data of corpus, pragmatics and communication subject, the paper conducts a scientific investigation and analysis on the validity of noncommercial Slogans of oversized metropolis on the basis of field investigation by way of sample survey and questionnaire in the aim of establishing a theory model to evaluate the social linguistic life.Noncommercial Slogan in public areas is actually a speech act performed not because of economic profits but political and social requirements. It's always in the form of a literal, brief and striking sentence and pasted outdoors to be accepted by public. It's a commonly seen but changing speech act which has great influence on public and should be evaluated in time.There exists the effective purpose of any speech act, no exception does noncommercial slogan in public areas. Rare quantitative research but only qualitative analysis on validity of speech act was found in traditional linguistic research. However, it is not enough to make only qualitative analysis on validity of noncommercial slogan in an oversized metropolis. Quantitative research should be made on it thus we could establish a mechanism to evaluate the development of social linguistic life.How to evaluate quantificationally the validity of a certain speech act is still a problem remaining to be explored in Chinese linguistic academe.If a speech act possesses its validity, firstly it should be accepted. It can be accepted only when comprehended, and comprehended only when noticed. Therefore we think that the validity of slogans should include 3 levels: general concern, comprehension and acceptance of the slogans. The receiver of a slogan could be target and non-target viewers, thus its validity needs to be affirmed in both target and non-target viewers.According to this, we can establish a mathematical model to count the validity of outdoor noncommercial slogans. The validity of outdoor noncommercial slogans is less then or equals to the product of the average concern, comprehension and acceptance. The formula is as following:Y ≤ G*L* JHere "Y" refers to the validity of outdoor noncommercial slogans, "G" refers to average comprehension of slogans, "L" refers to the average concern of slogans, and "J" refers to the average acceptance of slogans.In order to know about the situation and the acceptability of outdoor noncommercial slogans of Shanghai, we investigate the slogans in public spots, avenues and residential areas. Our research is carried out from the following aspects:--How many slogans are there in tested areas? What's the relationshipbetween the quantity and the main purpose, time and places of pasting up slogans ?--The receivers of outdoor noncommercial slogans of Shanghai include localresidents and foreigners. How do they consider the speech acts of slogans? How about the validity of these slogans? Is there any difference between Chinese and foreigners' attitude to slogans?--Is it necessary to paste up slogans in the residential areas? Is there anyimproper issue of their quantity, content and forms? How about the acceptability of the slogans in residential areas?--What pragmatic values exist in the slogans of Shanghai? What are thereasons influencing the acceptability of slogans? How to promote the acceptability of slogans? What could the pragmatic regulations be?We collected 2265 pieces and 582 pieces of slogans which are not repeated in all. On the basis of the investigation on local residents and foreigners, the paper explores the validity of the outdoor slogans, which is 70.1% and 50.4%.The results show that outdoor noncommercial slogans of Shanghai indeed possess their pragmatic value, but their validity is not as high as expected especially for foreigners. The oversea students who comparatively identify with Chinese culture think the validity of slogans is only 50.4%.Some problems still exist in these slogans which influence or restrict the acceptability of the slogans in Shanghai such as improper speaker's right, scarce target receiver and non-target receiver, improper purpose p...