A Tentative Analysis Of The Implied Meaning In Mobile Communications Advertising: Linguistic And Social Identity Perspectives

As an important information spreading approach and marketing means, advertising plays an extraordinary role in modern society. In the last few years, advertising has become a popular subject of study, approached from a wide range of disciplines, such as economics, media and communication, aesthetics, and psychology. Unfortunately, compared to above disciplines, the research of advertising in linguistic field is still rare.This thesis aims to analyze the implied meaning in mobile communications (MC) advertising discourse in China and English speaking Countries. The thesis first gives a clear definition of advertising language and cultural and social identity as well. Second, the thesis introduces some academic theories such as Grice’s implicature, Halliday’s international grammatical metaphor, and Lakoff and Johnson’s conceptual metaphor theory, and research methodology as a reasonable guidance. Then the thesis analyze some concrete Chinese and English MC advertising cases within the framework of linguistic and social identity theories, exploring the features and contents of the implied meanings applied in the advertisements. At last, the thesis explains how people’s cultural and social identities in different regions influences the implied meaning in Chinese and English MC advertising discourse. Through the linguistic research of advertising with Consumer’ social identity and cultural psychology, the value of advertising discourse analysis will be brought as well as help people to improve the language of advertising.