Contrastive Analysis Of German And Chinese Real Estate Advertisements

The present research focuses on comparison of German and Chinese real estateadvertisements, which takes into account the flourishing development of real estateindustry. Real estate ads play an important role in the development of real estateindustries. According to the commonplace ideas of text types, ads from print mediacould undoubtedly be viewed as a text type, because they possess a few text featureswhich could be classified into a certain type of text.The aim of this study is to describe real estate ads as an everyday-used text type in theprint media, based on text linguistics theory and analytical method. According toBrinker’s textual function analysis theory grounded on speech act theory, this paperanalyzes German and Chinese real estate advertisements from three aspects:contextual feature, textual function and topic development. In theory, it is based onthe works of text linguistics and speeches. With the help of the following categories ofanalysis, the question will be answered:-Assign the German and Chinese real estate ads to different situationalcharacteristics? If “yes,” what?-What are the structural and functional similarities and differences betweenGerman and Chinese real estate ads?Furthermore, the specific verbal and nonverbal means of the type of text are displayedin both languages, with the specifics of the two languages in their cultural references,special emphasis is given.By means of the analytical categories of contextual feature, namely the media andcommunication range, the result is: written language is the expressing form ofChinese and German real estate advertisement. Therefore the following form ofcommunication is realized: a monologue; separated temporally and spatially; written.When we speak of the communications sector, the real estate ad in the newspaper ormagazine should be assigned to the public domain, and its content belongs to therealm of everyday life.After comparison of Chinese and German real estate advertisement based onBrinker’s theory about textual structures and functions, we come to the conclusion that in general, topic development of text on this type adopts demonstration. Germanreal estate advertisement uses persuasive skills on text of this type, using lots offunctional demonstrative adjectives, and attempting to satisfy the consumers byhighlighting the innate advantages of the houses and furthermore, to stimulate thepurchase. The text is mainly full of objective description on the basis of facts, hence,the text of German real estate advertisement is, on a whole, information-based. WhileChinese real estate advertisement combines description, narration as well asdemonstration to appeal to a deal and introducing this type of complicated verbalbehavior. It not only spotlights the advantages of the house, but also aims to create acertain atmosphere and affective tone to achieve the appealing function of the text.Given that Chinese real estate advertisement applies many emotional words toinfluence the consumers’ behaviors, we can find that Chinese real estateadvertisement is based on appealing effect, which is deeper than that in German realestate advertisement.Besides, this paper also analyzes the linguistic and non-linguistic features of Chineseand German real estate advertisement, and reaches the following conclusion: Chineseadvertisement uses abundant artistic expressions and rhetoric features such ascomparison, metaphor, and parallelism, together with the images to create apicturesque beauty in artistic and sentimental form, for the consumers. Comparativelyspeaking, German real estate advertisement is quite concise, comprehensive andwell-structured, which embodies much information in just a few words. One salientfeature of the advertisement is the adoption of initialism, which is typically reflectedon the clear arrangement of images and words in German real estate advertisement.Usually, the images are above the words, and the combination of both reproduce thetrue condition of the houses.