Research On The Culture Of Famous Brand Slogans

Slogan is a kind of language form; it not only has all the elements of thelanguage such as pronunciation, vocabulary and rhetoric, but also has its owncharacteristics. The slogan, used in the economic field, is not only a kind of language,but also is the comprehensive expression of culture, including society, history, folkcustom, concept, morality, thinking, material, etc. However, all the previousresearches only study from the perspectives of language or commercial value, andthey rarely touched upon the content of culture. The slogans of famous brands are themodels in this field, which has more distinctive language features and richer culture.These classic slogans are of great referential and guiding significance in researchingand exploring the advertising’s cultural connotation. This article, from the culturallinguistic perspective, has carried out in-depth and comprehensive analysis of thecultural connotation of the slogan. The article adopts the methods, such as culturalreference, interpretation, the integrated application of interdisciplinary study, toanalyze the language and culture of the109famous brand slogans. The article isdivided into four parts:In the first part, based on brief introduction of the cultural connotation ofadvertising, this paper gives a more clearly defined object—the famous brand slogan.In the second part, this paper, proceeding from voice features, vocabulary features,and rhetorical features of famous brand slogan, makes an in-depth analysis of thelinguistic features of the famous brand slogan, which vividly shows the commonlyused voice types, vocabulary types and rhetoric. In the third part, the paper analyzesthe culture of the famous brand slogan from two perspectives: traditional culture andmodern culture, and the traditional culture can be further divided into material cultureand spiritual culture. This paper concentrates on analyzing the seasonal food customs,wine culture, tea culture, food culture, etc. In addition, it analyzes Chinese dressculture from the aspects of Chinese collar and cheongsam. Spiritual culture, on theone hand, includes Confucianism ideology, Taoism ideology, Buddhism ideology,Taoism ideology and Mohist ideology; on the other hand, it includes other traditionalculture, such as auspicious culture, patriotism, family culture, as well as the aestheticand cognitive style. The fourth part of this paper analyzes the culturalmisinterpretation of slogans in terms of imposing consumption, materialistic filialpiety, the feudal imperial power and official standard thinking resurgence.This paper, with the famous brand slogans as the research object, helps readers understand the characteristics of advertising language through the analysis of thestructure and linguistic culture of slogans. In this way, this paper makes readers havea new understanding of advertising language. Hope that this paper will helpadvertising designer to find the best way of combining culture and commercial effects,and create more classic slogan.