A Contrastive Analysis Of Advertising Language From The Perspective Of Pragmatics

Advertisements are designed to attract recipients'attention, stimulate their interests, arouse their desires, and ultimatly persuade them to take the purchasing action. To realize these aims, the advertisers will resort to all kinds of language approaches called pragmatic strategies to put them into use of advertisement writing. Therefore,pragmatic strategies as the most basic and widely used means are necessarily employed in advertising language to achieve the result of conveying information on and promoting sales.Generally speaking, researchers lay more emphasis on certain aspect of pragmatic strategy utilized in advertisements and analyze as many cases of advertisements as possible to find the fact that such pragmatic strategy is usually used in them.Unfortunately,the research of a combination of pragmatics and advertising languages is scarely seen .The author starts an empirical research with pragmatic theories into advertising language based on two perspectives called micro-pragmatics and macro-pragamtics ,namly from Ango-American school and the European Continental school of thought.The author begins to collect 150 items of advertising language concerning clothings respectively from one comparatively representativly advertising book and as well as the internet ,and in order to have a convenient and guarantee the statistical meaning , further 50 items respectively are chosen with a simple random sampling as the research target material.23 categories of the pragmatic theories widely-used in advertisements are investigated from the micro-perspective .With the descriptive statistics , the distribution of 23 categories of pragmatic theories are listed in a table after marking and analyzing their employment in the research target material to find out the similarity and difference between China and foreign commercial advertisements so that there is no big difference in the use of pragmatic strategies in both advertisements as a whole in spite of the differenc in the use of individual items.In addition,the author conducts a contrastive analysis from macro-perspective based on the data analysis and probes into the deeper reasons for the different and similar employment of pramatic strategies ,that is , the different cultural value and thinking patterns ,and still investigates the general features of advertising language from the linguistic perspective of view for consumers to have a better and thorough understanding of advertising language.It is wished that some helpful enlightments are given to the advertisers for advertsing writing and designing .