A Study Of Tourist Advertisements In Global Environment

China is an ancient civilized country with thousand years of history and culture, more and more foreign tourists come to China to get a better understanding. Tourist advertisement, which is the best media of tourism itself, has become the most important reference when people decide where they should go for fun. Researchers both at home and abroad have different definitions about advertising, but they all hold a common ground, that is, the core of advertisements is to persuade. Faced with the incalculable ads around us everyday, we can not avoid its influence on us, the purpose of ads is to persuade customers to purchase its products or service, and win the identification of audiences, thus make the audiences produce a strong desire to buy it.However, different countries have different language and thinking mode, thus the productive mechanism of advertising differ from each other, this research has found that the production of western advertisements are mostly on the basis of persuasion theory, while the Chinese ads are mainly based on aesthetics. In today’s global integration, Chinese tourism industry has to go to the world market, the advertisements that are produced under aesthetics may not be understood by foreigners, in order to introduce domestic tourism resources to foreign tourists correctly, and enhance the communication between China and other countries, we must study western persuasion theory.The key content of western rhetoric is to persuade, and this is the same with the essence of modern advertisements. This thesis firstly analysed western persuasion theory and the production theory of Chinese tourist ads, and on the basis of this, analysed the differences of the persuasive effects between the two; Secondly through analysing the tourist foreign publicity ads, pointed out the existed problems; Finally, concluded that in order to enhance the publicity to the foreign countries, the translation of Chinese tourist ads should be guided under western persuasion theory, the strategies that can be adopted are:simple descciption, recreation, addition or reduction and analogy. The research corpus are mainly from the ads on official tourism bureaus.This research can not only be applied into the chosen ads in this thesis, but it can also be applied to other persuasive contexts. The significance of this thesis are as the following two aspects:on one hand, theoretically, this thesis applied western rhetorical persuasion theory to tourist ads to guide the production and translation of advertisements, find the persuasive strategies and try to provide a new perspective for ads research; On the other hand, by means of comparison between Chinese and English persuasive context, making the audiences have a better understanding of western persuasion theory, and on the basis of knowing enough persuasion theory, producing advertisements that can be accepted by foreigners, and promoting Chinese tourism enter into the international market.