Research On The Chinese Sports Brand Slogan Under The Perspective Of Social Linguistics

Slogan as a common form of advertising in contemporary social life,,the final purpose is to persuade customers to purchase, this purpose determines thatthe language style and characteristic have great research value in the field oflinguistics. Thus there are a lot of scholars of linguistics putting their researchattention to the AD, and having made gratifying achievements. Domestic and foreignscholars of linguistics who do research on advertising language mostly use themethods and points of linguistics from the level of lexical, grammatical, rhetoric andstyle, and they have made great achievements in summarizing and describing the formfeatures of advertising language. As a social linguistics researcher, the author thinksthat, AD as a product of society, inevitably influenced by social factors and restrictionin order to highlight the characteristic of its social. Therefore this article attempts toanalyze the characteristics of the Chinese sports brand slogan in the perspective ofsocial linguistics, analyze the implementation approach of AIDMA principle in sportsbrand slogans, have insight into the influence of social factors on sports brand slogan,and eventually find the problems that exist in our country sports brand slogan.This paper consists of six parts, the preface Introduces the topics of this study cause,research methods, the research significance, corpus sources, literature review andresearch content such as comprehensive account of the achievements of the academiccircles have done, in order to as a reference and the basis of the research in this paper.The first chapter mainly introduces the overview of to the AD and the sportsadvertising language. The second chapter mainly discusses the language culturalfeatures of Chinese sport brand slogans, from the aspects of word choice, choice ofword meaning, sentence form and the Chinese and western cultural characteristicscontained in advertising language. The third chapter focuses on the reason of Chinesesports AD constantly update change. The fourth chapter mainly analyzes theimplementation approach of AIDMA principle in sports brand slogans, has insightinto the influence of social factors on sports brand slogan. The fifth chapter, which isthe last part of the article, mainly analyzes the existing problems and the reasons ofour country sports brand slogan. Conclusion part points out the article deficiency anddevelopment prospects.