A Study On The Language Design Of Chinese And English Commercial Advertising In Pragmatics

Commercial advertising is an important social phenomenon in the global-economic time and information age. They are closely connected with social economy, enterprise development, market exploitation, foreign trade and people's daily life. Basically, commercial advertising as a kind of persuasive language has the ultimate goal of informing consumers of the advertised products or services, and persuading them to take purchase action. Both Chinese and English commercial advertisements pursue this goal, however, they are different in the language design.This thesis studies 75 Chinese and English commercial advertisements in the language design, using the presupposition, politeness principle and the speech act in pragmatics, combining the high context and low context in cross-culture communication as the theoretical foundation, to analyze the primary effects: cultural effects and the consumers' psychology. In order to solve the research questions, the study makes the contrastive analysis and case analysis.There are differences and similarities in the design of Chinese and English commercial advertising language. These differences come from the cultural roots. Successful commercial advertisements are mirrors of particular cultural values and consumers' needs. On the other hand, these two elements produce great influences on the design of commercial advertising language.These findings, having indicated pragmatic features of Chinese and English advertising, are very meaningful and enlightening for Chinese and other countries' corporations do the international product promotion. Pragmatics and advertising culture are combined to be researched in this thesis, which investigates the application of the pragmatics in Chinese and English advertisements, enriches the interdisciplinary research, and makes contributions to the development of pragmatics and cross-cultural communication studies.