A Comparative Study Of English Profiles Of Chinese And American Telecommunication Companies Based On Schema Theory

With the economic globalization and the intensification of international competition,English profile on the company's website has become an effective publicity tool for the company to establish a good image for overseas customers and investors.However,most of the studies on company profiles in the past are based on the literal level such as English translation of the Chinese profile,and there is a lack of research from the perspective of cognitive theory.This study mainly adopts quantitative and qualitative analysis and uses corpus aided tool to conduct the research.The author collected 30 English profiles from the websites of Chinese and American telecommunication companies respectively.Through the integrated use of Carrell's schema theory and Swales' s genre analysis tool-CARS model,the author analyzes those 60 corporate English profiles from the aspects of linguistic schema,formal schema,content schema and schema activation.The purpose is to find out the similarities and differences between the two and to interpret the differences from the cognitive and social-cultural perspectives to help Chinese telecommunication companies that have entered or are about to enter the American markets to write more effective company profiles in line with American readers? thinking pattern and social culture so as to establish a good corporate image.Through comparative analysis,this study draws the following conclusions: Firstly,in terms of linguistic schema,both Chinese and American telecommunication companies have used a lot of technical terms related to products or services to build product and service schema in readers? mind.However,the keywords used in English profiles of American telecommunication companies can build customer and global identity schemata in readers? mind and makes it easier to activate schemata of readers? real-life experience.Besides,profiles of American companies have established syntax schemata including parallelism and sentences with first person as the head,while profiles of Chinese companies have established the syntax schemata consisting of sentences with third person as the subject and long and complex sentences.Secondly,in terms of formal schemata,the structure of English profiles of American telecommunication companies is more cohesive and complete with subtitles to organize the profiles.Thirdly,in terms of content schema,both of them have built the schemata of the company's background,products,capabilities,and guidelines.But the content schema of English profiles of American telecommunication companies is more specific and richer.Fourthly,in terms of schema activation,both of their profiles can lead to top-down and bottom-up activation in reader's mind.But the subtitles used by American companies are more effective in readers? top-down activation.The main reasons for these disparities are the differences in their social culture and thinking pattern.Hopefully this thesis can shed some light on the study of applying schema theory to corporate profiles and provide some implications for Chinese telecommunication companies to create high-quality English profiles and establish a positive corporate image.