英文广告中的用语原则——以汽车广告为例.pdfVIP

1 Introduction 1.1 Background With the development of economy and blossom of marketing, advertising as a good approach to disseminate information and publicize products has penetrated into every aspect of people’s life. No matter you are at home watching TV, walking down the street, turning on the computer to surf the internet, listening to the radio at drive or even reading newspapers quietly, you are exposed to different kinds of advertisements. Also as a language phenomenon, advertisements have aroused great interests of linguists to do researches from different perspectives. Former researches are mainly focused on external forms of advertisements, analyzing the characteristics, functions and translations from lexical, syntactic or semantic angles. Metaphor as an important and widely used device to construct advertisements discourse has also been elaborated, but mostly is regarded as a figure of speech, an ornamental device in rhetorical style to make the discourse more vivid. Instead, We can analyze the metaphor from the angle of language principle to find something that we’ve never noticed. 1.2 Significance Based on the theories of linguistics and advertising, this chapter summarizes the different language principles and basic features of automobile advertising language, and analyzes the main principles of automobile advertising language in language application. 2 Literature Review 2.1 Studies Abroad Hall, The American scholar defines the context as the information that surrounds an event; It is inextricably bound up. He further points out that anything can be given high, medium or low context features. We can know from his points that different from Asia, Africa and Latin America, people of the United States, Britain, Germany and other regions of the living area is relatively loose,