Study On Chinese And English Slogans

Slogans are a kind of modern media, which play an important role in people's daily life. The content of the slogans reflect the degree of the social civilization. The slogans in Chinese and in English are various in many aspects.In this paper, we first give a general description of the similarity and the difference of the words about the slogan in Chinese and in English, including the definition of the slogan, its characteristics and the scope of our research in this paper. Then the slogan is classified according to its audience, the function, its topic and so on. It is clear that different classification has different linguistic characteristics.The language of the slogans in Chinese and in English is different. There are many verb phrases and imperatives in Chinese slogans, while many nouns, imperatives and the passive voice are widely used in English slogans. And the punctuation plays the similar role in Chinese and English slogans. The rhetoric is discussed at the same time. Different figures of speech are used in both slogans, because the two languages belong to two different language families and different cultural society.The acceptability of the slogan is affected by the language, the law, the audience and the society. We should keep these factors in mind in order to create high quality slogans. When we discuss the acceptability of the language, we pay attention to the diffence of its lexicon, grammar and pragmatics.The slogan has much influence on people's life and society. It is a cultural and linguistic phenomenon. The paper helps people to have good understanding of Chinese and English slogans, and also helps to create high quality bilingual slogans in China, which will help us to communicate with the foreigners in the world.