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A Comparative Study of English and Chinese Advertising Patterns

Author: LiuLi
Tutor: MaBaoJin
School: Henan University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Textual Organization Patterns Thinking Mode Cultural Differences
CLC: H315
Type: Master's thesis
Year: 2009
Downloads: 256
Quote: 1
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Abstract


Advertisement is a product of economic development, and is also a symbol of social progress. It influences many aspects of the society such as economy, politics and culture. Meanwhile, as a practical writing, it has formed its distinctive advertising patterns and lexical features, which depend on various factors such as the properties of the product or service advertised, the objectives and functions of advertising.This thesis sets on the differences and similarities of English and Chinese advertising patterns. To do this, the thesis combines quantitative study and qualitative study. For quantitative study, according to the criteria of the homogeneity and synchronicity, the writer first collects 100 sample ads from English and Chinese newspapers and magazines half-and-half, then classifies the samples into various kinds of pattern. Compared with the frequency of each pattern in English and Chinese advertisements, the dominant pattern would be obvious. The result shows that the four patterns (Problem-Solution pattern, Goal-Achievement pattern, Desire Arousal-Fulfillment pattern, Opportunity-Taking pattern), which are put forward by Hoey, are widely adopted not only in English printed advertisements, but also in Chinese printed advertisements. But investigation shows that the four patterns can not cover all the materials, and hence the writer identifies another pattern in the data of written ads: Component-Listed. All these five patterns are commonly used in both English and Chinese printed advertisements. There are no fundamental differences between the English and the Chinese ads, and they both prefer Problem-Solution pattern.For a quantitative study, the writer first explains the reasons for the similarities. After a retrospect of advertisement history of the West and China and an analysis of Chinese realities, the writer deems that in the Western world, because its commodity economy and productivity have highly developed, advertisement industry has been well organized. In China, the situation is totally different. Comparatively, backward productivity and long influence of feudal system cause the slow development of Chinese advertisement before 1980s. Therefore, Chinese advertising more often imitates and loan patterns from the Western ads. Since 1980s, with the rapid economic development and deep communication with foreign countries, Sino-Western advertising industries have learnt from each other. All these points account for the similarities.In the next sections, this thesis continues to discuss the similarities and differences of the Problem-Solution pattern, which is the chief pattern for both English and Chinese ads. It is revealed that when it begins with a problem, readers and advertisers can have a close mental distance. And it also abides by certain rules in the writing of advertising, i.e. AIDCA (Attention, Interest, Desire, Conviction, Action). Therefore, both English and Chinese printed advertisements tend to adopt this pattern. Although the structures of them are the same, Chinese printed advertisements have the inclination to cite authoritative quote as Positive Evaluation. In contrast. English advertisements tend to cite scientific quote as Positive Evaluation. Study of similarities and differences between Western way of thinking and Chinese way of thinking discloses that because of historical development, Western people are more likely in "linear thinking", in which, people pay more attention to the formation and development of things. In China, however, almost two thousand year’s feudal rule and feudal rulers’ obscurantist policy have resulted in the Chinese traditional culture of the blind worship of authority.In the end of the thesis, the writer analyzes the lexical choices in both English and Chinese advertisements, and points out that there are different ways of lexical choice. The thesis concludes that the differences between Chinese and Western culture are the causes for the differences of lexical choice.What this thesis studies has both theoretical and practical value. First, it raises a new textual pattern, and this enriches Hoey’s theory. At the same time, it also proves that Hoey’s theory is also practical in Chinese print advertisement. Second, this study has some values for advertisement creators. Moreover, this study is helpful for researchers and readers’ appreciation of advertisements.

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