Abstract
Advertising discourse is a kind of strategic communicative language, and adaptation is often used as an effective strategy by advertisers to publicize the products and lure the customers to buy the advertised products. The study is conducted to compare the differences of culture adaptation in Chinese and American advertising discourse, finding different orientations where Chinese advertising discourses and American ones respectively adapt to the potential customers: 1. Collectivism vs. Individualism in Standard of Value; 2. Monism vs. Pluralism in Thinking Mode; 3. Authority vs. Equality in Concept; 4. Past Orientation vs. Future Orientation in Culture Tradition; 5. Implicity vs. Superiority in Culture Characteristics. The results will provide valuable implication and reference for the companies, advertisers and researchers, helping the advertisers design advertisements in line with the target culture and overcome the culture barrier to international advertising communication.
Highlights
Advertising discourse is a kind of strategic communicative language, and adaptation is often used as an effective strategy by advertisers to publicize the products and lure the customers to buy the advertised products
The study is conducted to compare the differences of culture adaptation in Chinese and American advertising discourse, finding different orientations where Chinese advertising discourses and American ones respectively adapt to the potential customers: 1. Collectivism vs. Individualism in Standard of Value; 2
This study shows that both Chinese advertisers and American ones mainly make their advertising discourses adapt to the target consumers’ cultural values, thinking modes, cultural traditions and philosophic concepts so as to get satisfactory communicative effects, among which the dimensions of Past Orientation, Collectivism, Authority make up 30%, 29% and 22% in Chinese advertising discourse (See Table 1) And it can be concluded that the above three dimensions are more often used by Chinese advertisers in designing Chinese advertising discourse
Summary
Business advertisements have been indispensable in our daily life. Pragmatic adaptation is one of the important strategies which many advertisement designers often use to publicize the products and make an effective communication. Some scholars have conducted the study of strategy of pragmatic adaptation in advertising discourse and made useful practical results. Few researchers have been involved in the study of comparison of the pragmatic strategies between Chinese advertising discourse and American discourse, which is so necessary, for both China and the U.S are important commercial and business countries, which act as representatives of eastern culture and western culture respectively. The results of the study will helpfully provide some implication and reference for companies, advertisers, and designers and will further promote the intercultural pragmatic research of advertising discourse
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