Comparative Study Between Coca-Cola English And Chinese Advertising Languages

In modern society, advertising has become a part of People's Daily life. Every advertising word has wonderful imagination and great creativity. The publicity slogan of the advertisement is different from the daily words, and she possesses a unique stylistic feature and form of expression and even has the research value. English and Chinese advertising language will use different kinds of rhetorical ways to strengthen the expression and charm of the language, and in order to impress the audience. And the usage of rhetorical methods can make the language more outstanding, and the purpose of this study can research Coca-Cola the language characteristics and the similarities and differences between English and Chinese advertising language more comprehensive. Based on the current study, this paper makes a concrete analysis Coca-Cola English and Chinese advertising language, from the Coca-Cola company website collect slogan as the corpus, mainly discusses coke between English and Chinese advertising language features, using the methods of analysis, comparison and induction.In the introduction, firstly, the author describes the causes and significance of this topic from the features of the advertisements and advertising languages; secondly, explains the selected research themes of research from two points, one is the present development of the advertising industry and the other is the introduction of the research on Coca-Cola's advertising from scholars. In the main part of the paper, the author carefully discusses the language features of Coca-Cola in English and Chinese advertising, and also the similarities and differences. In the first part, the author identifies the characteristics of English advertising languages by analyzing the rhetoric, lexical and syntactical aspects. In the second part, the author analyzes the features of Chinese advertising languages from the rhetoric, word and sentences. The third part, the author compares the same and different points of Coca-Cola's Chinese and English advertisement languages. At the end of the paper, the author summarizes all the viewpoints and obtains the relevant research results.