A Study On Automobile Advertising Language Under The Frame Of SGMP

From the previous studies of automobile advertising language, the author concludes that most scholars study automobile advertising language from the perspective of linguistics, but pay little attention to the social environment.Starting from the socio-cognitive perspective and based on the common sense of the Cognitive Linguistics: reality-cognition-language, the thesis attempts to fill the shortcomings of the previous studies through building a model: Social environment-Goal-Metonymy-Perspectivization, i.e., SGMP frame, which brings social environment, the goal of manufacturers, retailers and advertisers, metonymy and perspectivization into the research area and through which the 502 pieces of data collected from the top ten official websites according to The Brand Finance Auto50(2013) the World’s Most Valuable Car Brands, are analyzed to provide a comprehensive studying method for the study of automobile advertising language.The thesis mainly studies from the following aspects: to start with, the influences of social environment on automobile advertising language are studied. In other words, the explicit and implicit influences of different social environment factors like political ones, economical ones, cultural ones and lawful ones; then, the thesis analyzes the function of metonymy under the influence of social environment and the impelling of the goal of manufacturers and retailers. In other words, which automobile characteristics like quality, value, appearance, speed etc. are highlighted under the function of metonymy? In addition, the function of the perspective is analyzed in the forming of automobile advertising language; in the end, the characteristics of automobile advertising language are analyzed.Through analyzing the data, the author concludes that under the influence of social environment factors like political ones, economical ones, cultural ones and information ones, the goals of manufacturers, retailers and advertisers impel them to apply metonymy and highlight different characteristics from various perspectives, like ideal, brand, characteristics, function, maintenance etc. and thus, the automobile advertising languages owning various characteristics are formed.