A Sociolinguistic Analysis Of Car Slogans

Since 1980s,with the rapid development of automobile industry in China. Car is not only the concept of traditional means of transport, but also a symbol of grade?the identity and status. It has become an indispensable part of people's lives. As the brand spirit and brand value,automobile advertising language has been gradually been pay attention to. People began to study it and has achieved some results. But now the study of the automobile advertising language mostly from the aspects of marketing and communication studies. Although there has analyses from the perspective of linguistics, but mostly focus on the use of automobile advertising language's pronunciation, vocabulary and grammar, and it's very dispersed. Actually, as a kind of language phenomenon, we need to explore automobile advertising language from the perspective of social linguistics. To study the automobile advertising language can not only help us have a more comprehensive understanding of how advertisers to persuade consumers buy products, but also can help us found automobile advertising language's problems and inadequacies, make contribution to it's future improvement and development.Based on the results of previous studies, I am studied the language features of automobile advertising language and use the relevant theories of social linguistics to analyze the pragmatic strategies and pragmatic effects of automobile advertising language. The main points are as follows:First,the characteristics of language.The characteristics of automobile advertising language include pronunciation,vocabulary, grammar and rhetoric. The characteristics of pronunciation includes syllable symmetry, homophonic and rhyme. Vocabulary not only use a lot of idioms, foreign language words and jargon, but also use quantitative words, verbs,personal pronouns, festival or regional words skillfully,in order to achieve the propaganda effect. In grammar, the use of various types of phrase structure, statement sentence, the affirmative sentences and whole sentence add a different beauty to the automobile advertising language. In rhetoric, the use of the metaphor, analogy, pun, parallelism, repetition and antithesis rhetoric also makes the automobile advertising language expression more exquisite, creative and changeable.Secondly, pragmatic strategies includes cooperation principle, pragmatic presupposition and memetics. Cooperation principle includes quantity principle, quality principle, relation principle and mode principle, regardless of follow or violate to cooperative principle, it can make automobile advertising language has a unique pleasure and effect. Pragmatic presupposition consists of six aspects:the fact presupposition, belief presupposition, state presupposition, behavior presupposition, culture presupposition and pun presupposition. In the automobile advertising language, the application of memetics is mainly manifested in two aspects:the memetics of gene and the memetics of performance. The memetics of gene includes the same information, the same content and the same or similar information, the different content. the memetics of performance includes isomorphic horizontal grafting and homonym or approximant lateral grafting two aspects.Thirdly, in the describe of pragmatic effect, I used marketing rules in advertising and contextual adaptation theory in pragmatics. And used AIDMA, AISAS, DFEAS rules in marketing rules, theory of adaptation to communicative context and adaptation to linguistic context in the contextual adaptation theory to carry out a further analysis and research on the pragmatic effect of automobile advertising language.Fourth, the problem and countermeasure of automobile advertising language. At present, there are some problems in the automobile advertisement, which include the homogenization phenomenon, the wrong values and the excessive exaggeration. Aiming at the problems of automobile advertising language, there are proposed strengthen the standard and improve the quality of the creator, find accurate market positioning, and form a good cultural characteristics of there own, which can play a certain role in promoting the normalization and development of automotive advertising language.In each section, after theoretical elaboration, this paper will choose representative case of car advertising language in the past five years to analyze in order to close to the social reality and play a bit to the creative behavior of automobile advertising language in the practical sense.