A Contrastive Study On English And Chinese Advertising Language From The Perspective Of Cross-cultural Pragmatics

Since the advertisement first appeared on English newspaper in the early 17 th, the advertisement developed rapidly all over the world. In 20 th century, the advertisement became an industry. As an important means of information exchange and product output has already become the essential thing in our lives. Advertisement influences our values and life styles from all aspects in our life.The existence of the value of advertising language is not transmitted the product information and the language researchers pay more attention to it as a corpus. Advertising language as an important part of human language is the most active and influential part. It has the brand of the times. It can reflect all aspects of social life. Because of the prevalence of advertising language, the foreign language world of advertising language from the aspects of vocabulary, syntax, rhetoric already cannot completely explain some phenomenon in advertising language. Therefore, the theories in linguistics and advertising language are combined to interdisciplinary research is very important. Pragmatics is a discipline that studies the appropriateness of language and it is more and more popular by domestic and foreign scholars. But from the view of cross-cultural pragmatics to study the advertising language was seldom. This thesis will study the English and Chinese advertisements from the view of cross-cultural pragmatics by combining the theories and examples.The thesis is based on four aspects of cross-cultural pragmatics as the theoretical framework, which is the study of speech act, social-cultural pragmatics, contrastive pragmatics and interlanguage pragmatics. It not only can improve the ability of our pragmatic and strengthen the rationality of language use, but also can reduce the phenomena of pragmatic failure. Meanwhile, it could analyze the cause of the cross-cultural pragmatic failures and put forward the strategies.This article will regard the examples in English and Chinese advertisements as the corpus. Then use the cross-cultural pragmatic theories to analyze in detail. Not only can verify the feasibility of the theory cross-cultural pragmatics in the advertisement, and analyzes how to avoid the failure in advertising language. It will guide the foreign language learners. It is helpful to improve the accuracy and simplicity of advertising language. Then it helps advertisers and advertisers to be more successful in achieving its purpose to use advertisement and achieve greater social value.