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DC FieldValueLanguage
dc.contributorDepartment of Englishen_US
dc.contributor.advisorSchluter, Anne (ENGL)en_US
dc.creatorPan, Lingxia-
dc.identifier.urihttps://theses.lib.polyu.edu.hk/handle/200/10691-
dc.languageEnglishen_US
dc.publisherHong Kong Polytechnic Universityen_US
dc.rightsAll rights reserveden_US
dc.titleAdvertising slogans adaptation: a cross-cultural comparison of Chinese and American advertising slogans based on the concepts of high-context and low-context culturesen_US
dcterms.abstractAdvertisement 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.en_US
dcterms.extent56 pagesen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.issued2018en_US
dcterms.educationalLevelM.A.en_US
dcterms.educationalLevelAll Masteren_US
dcterms.LCSHSlogansen_US
dcterms.LCSHAdvertising -- Languageen_US
dcterms.LCSHAdvertising -- Social aspectsen_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsrestricted accessen_US

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Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/10691