|Advertising slogans adaptation: a cross-cultural comparison of Chinese and American advertising slogans based on the concepts of high-context and low-context cultures
|Schluter, Anne (ENGL)
Advertising -- Language
Advertising -- Social aspects
Hong Kong Polytechnic University -- Dissertations
|Department of English
|Advertisement is the essential commercial publicity for companies or enterprises, and it could also make contribution to the fields of language and culture studies since advertisement language has important connection with advertising slogans construction, and different cultures make differences in their advertisements. Therefore, this MA project examines if the Chinese advertising slogans follow the high-context culture and the American advertising slogans follow the low-context culture as suggested and predicted, based on the concept of the high-context culture and the low-context culture which is purposed by Edward Hall. The qualitative analysis is used in this research, and the data of this project covers 24 advertising slogans of China and the U.S. The advertising slogans will be analyzed from the aspects of the language features, like the abstract language, which will reflect the characteristics of the high-context and the low-context cultures. As last, this paper will show that how Chinese and American advertising slogans contain the characteristics of the high-context and low-context cultures in the results part.
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