Linguistic Features In English Advertising And A Cultural Perspective Into The Chinese And Western Advertising Languages

With the entry of China into WTO, lots of foreign products pour into Chinese market and compete with the home-made products. In addition, we need improve our external trade, and expand the foreign market too. Under such international and economic circumstances, it is necessary for us to notice and investigate English advertising. This thesis presents an analytical study of the linguistic features of English advertisements at different linguistic levels. The qualitative approach and analytic approach are adopted in the studying process. And many examples are enumerated for the function analysis of these linguistic levels in constructing the whole. Aside, descriptive approaches are also used to describe and analyze the structure and form of English advertising. Many linguists did lots of researches on English advertising language. One point, however, should be noticed that most of the researches have been done on the base of English language itself and its surface structures but neglected the key role of culture in advertising. As culture is always the creating and understanding background of advertising, the relationship between culture and advertising language are to be discussed in this thesis. In order to open out the culture differences between Chinese and western advertising languages, the comparison of Chinese and western advertising languages will be done in this thesis. Advertising language involves amount of culture knowledge. Since the aim of advertisements is to persuade consumers to buy certain products, the comprehension of differences among various cultures becomes significantly. In succession, the comparison between English and western advertising will be taken as an example to find out the culture differences between the two advertising languages from five aspects. On one side, the author tries to find out how the English advertising language is particular by analyzing and concluding the distinct linguistic features of English advertising language; on the other side, through the comparison of culture differences between Chinese and western advertising languages, the hidden message behind them and the inner root of their specialties will also be explored in this thesis for finding out why advertising language is particular. In conclusion, the significance of this research, existing problems of English advertising and further research suggestions will be given so as to provide readers with some enlightenment and reference.