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Pragmatic Failures in English Advertisements for Chinese Products: An Adaptation Approach

Author: HuYingYan
Tutor: ZhangWuBao
School: Guangdong University of Foreign Studies
Course: Foreign Linguistics and Applied Linguistics
Keywords: English ads Pragmatic Failure Adaptation Theory Solutions Teaching Business English
CLC: H313
Type: Master's thesis
Year: 2009
Downloads: 492
Quote: 1
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Abstract


As an effective means of marketing , the purpose of advertising is to enhance the corporate image , increase brand awareness , thereby expanding the market effects of the product . Advertising to tap the potential customers to buy the product. The customer will usually because the product slogan to give people a sense of trust and attractive away to buy these products . Thus , advertising how important it is . Therefore , the aim of attracting foreign customers to buy products, and the development of foreign markets , many Chinese companies and even shop for products advertising in English . However , due to differences in language and culture in Western and often cause Pragmatic Failure the (pragmatic failure) generated , the Pragmatic Failure makes some English advertising not only failed to achieve the desired effect , even adverse impact to the product and the company . Pragmatic Failure ad became the sales and marketing obstacles . This article aims to analyze the root cause of Pragmatic Failure in English advertising Adaptation Theory (Adaptation Theory) , in order to improve the quality and effectiveness of these English advertising . On the basis of the analysis , the authors try from the point of view of the advertising language proposed to reduce and avoid Pragmatic Failure solutions . Advertising English as a Business English , Business English inspiration . The Adaptation Theory analysis of advertising language mistakes , the authors found that cultural differences are important factors caused by the language of English advertising mistakes . Of culture as an entry point , Pragmatic Failure of Business English Teaching inspiration , including how students of Business in Business English teaching cultural awareness, and improve the ability of students Business Pragmatic Communication . Through the use of adaptation theory as an analytical tool , the study not only broadens the theoretical foundation of the Business English , Business English teaching practical value .

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CLC: > Language, writing > FOREIGN > English > Semantics,vocabulary,semantic
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