A Study Of Automobile Advertising Chinese From The Perspective Of The Word Concept Frame

With the rapid development of Chinese automobile industry, automobile advertising language, as an important device for promoting products, publicizing brand and propagating ideas, has aroused great concern in recent years. Some researches are carried out from the perspectives of linguistic features, the rhetoric or textual analyses. However, systematic studies from the cognitive perspective are still rare.Guided by Frame Semantics and the theory of domains, this thesis, adopting a combination of qualitative and quantitative methods, makes an aborative analysis and a comprehensive explanation of the data collected from magazines, newspapers and the Internet. It aims at probing into the generating basis of automoile advertising Chinese as well as at investigating its linguistic features. Specific ideas are as follows.Firstly, based on the knowledge of automobiles and an analysis of the data, the AUTOMOBILE frame is simulated, consisting of one general frame and six sub-frames. It is internally related, structured and unbounded; secondly, through identification, categorization and calculation, it is discovered that many frame elements are profiled in automobile advertising Chinese, and among all the profiled elements, POWER PERFORMANCE ranks the first. In general, elements of great importance to automobiles, or those with distinctive characteristics, or those catering for the psychology of potential consumers are more likely to be profiled. In particular, elements that meet the psychology of young customers are given more and more consideration. The profiled elements are classified into rational elements and emotional elements. They are profiled in two ways, namely, prominence of single elements and prominence of combined elements; thirdly, illustrated with typical examples which are chosen in accordance with the data, profiled elements within the AUTOMOBILE frame is the generating basis of automobile advertising Chinese; finally, this thesis gives a comprehensive description of the linguistic features of automobile advertising Chinese from the phonological, lexical, syntactic and rhetorical angles.