Sino-british Cosmetics Slogan "time Orientation" And The Comparative Study On The Cultural Differences

Recently, cosmetics has became a new consumption hot spots, assumed an increasingly important role in human life. Many scholars at home and abroad research on the language of cosmetics advertising categories, but the cultural dimension of this deep-seated cultural connotation of the "time orientation" perspective dedicated to a comparative study in English and Chinese cosmetics slogan are a few. The innovation of this paper is based on "time orientation" perspective cosmetics slogan in Chinese and English caused different characteristics between Chinese and English cosmetics, reveal the cultural differences root.Time as an important part of the culture of deep-seated, bearing closely related to people’s deep-seated awareness of cultural connotations and people’s daily life and time, are affecting people’s lives. The theory of this study according to the Hall 《The silent language》 and Kluckhohn and Strodtbeck,《Variations in Value Orientations》 construction of the four contrast frame theory:circular and linear time orientation, past and future time orientation, mono-chronic and poly-chronic time orientation, durative and instant time orientation. Frame theory is based on four contrast, the selected in English and Chinese cosmetics advertising in104found in the English culture has a different time orientation differences in the comparison analysis of the selected in Chinese culture, cosmetics slogan:Chinese people tend to circular; past; mono-chronic and durative time orientation. The United States as on behalf of the Western societies tend to the linear; future, poly-chronic and instant time orientation.In this paper, qualitative points system, corpus analysis, supplemented by comprehensive deductive and inductive, description and interpretation of a combination of research methods, the use of "time orientation" deep cultural connotation of the study theory, based on the English-Chinese bilingual corpus, in English cosmetics slogan instance comparative analysis to investigate the impact of cosmetics advertising slogan in English in a different time orientation bring to deepen the understanding of different cultures and time orientation, and cosmetics in Chinese and English advertising language features to deepen the relationship between language and culture of cosmetics advertising awareness, promote the commercial activities carried out cross-cultural and cross-cultural language exchange, to promote in-depth development of cultural linguistics and sociolinguistics.