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中英商業(yè)促銷言語對(duì)比研究
畢業(yè)論文
A Contrastive Study of Promotion Language in Chinese and in English
Abstract
With the development of economic globalization, the market competition becomes more and more intensive. Promotion has become an important way for enterprises management. The promotion language refers to the language used in sales. It is used by many enterprises to increase its sales. As a result of different levels of economic development and various cultural backgrounds, the use of different promotion languages makes different effects. Cultural background, economy, history and different thoughts do affect promotion language. Based on E.B. Taylor’s theory about the definition of culture, and Benjamin Whorf’s theory about the relationship of language to culture, this thesis analyzes differences of promotion language in Chinese and English and different ways of using promotion language by contrast，and comes to a conclusion that different promotion language should be used in different environment by summarizing rules of using it properly, which will be helpful to learn the application of the promotion language.
Key Words: sales promotion; commercial shopping; culture; marketing;
comparing
摘 要
隨著經(jīng)濟(jì)全球化的發(fā)展，市場(chǎng)競(jìng)爭(zhēng)日趨激烈,促銷已成為企業(yè)經(jīng)營(yíng)的1項(xiàng)重要方式。促銷語言是指在商品銷售活動(dòng)中使用的語言文字,它是廣告活動(dòng)與語言相結(jié)合的產(chǎn)物。由于經(jīng)濟(jì)發(fā)展水平和文化背景的不同,不同促銷語言的使用也產(chǎn)生了不同的效果。本文以前人的研究為基礎(chǔ)來進(jìn)行研究。如語言學(xué)家托勒對(duì)文化的定義理論，以及本杰明對(duì)語言與文化的關(guān)系研究理論等。文化背景、經(jīng)濟(jì)、歷史和思維方式等不同因素對(duì)促銷語言產(chǎn)生了重要的影響。本文通過對(duì)比的方法來分析中英促銷語言中存在的差異，以及分析產(chǎn)生差異的原因，從而得出結(jié)論，不同的環(huán)境中必須使用不同的促銷語言。同時(shí)文章中總結(jié)了合理使用促銷語言的規(guī)則。本文的研究結(jié)論有助于加深對(duì)促銷語言的本質(zhì)認(rèn)識(shí)以及對(duì)促銷語言的合理應(yīng)用。
關(guān)鍵詞：促銷、商業(yè)購物、文化、市場(chǎng)營(yíng)銷、對(duì)比
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