Los diagnósticos de cambio en los modos de producción de

北京第二外国语学院

The advertising language is created persuasive, aiming to convey the potential consum er information of advertised products or services, persuading them to purchase those produ cts or services. To promote advertised products or services, advertisers make great efforts t o adopt every possible linguistic or non-linguistic method to reach their ultimate goal. Pra gmatic presupposition is one of the most effective linguistic techniques adopted in advertis ing language because of its own characteristic including unidirectionality, subjectivity and l atency, which strengthen the persuasive power of advertising language. This paper aims to analyze pragmatic presupposition in cosmetic advertising, different types of advertisement p ragmatic presupposition and its advertising effect. Presupposition can be classified into five types from the view of consumers' psychology, including existential presupposition, behavi or presupposition, fact presupposition, state presupposition and belief presupposition. This p aper analyzes different types of cosmetic advertisements, and studies their pragmatic presup position strategies and corresponding advertising effects and offers some feasible suggestion s on advertising language design. Previously, there are a lot of study of pragmatic presupp osition as well as advertisement, while rare study of pragmatic presupposition in cosmetic advertisement. This paper aims to offer illumination to the advertisement design to realize greatest advertisement effect.

The Contrast Analysis of Chinese and American Advertising Language Based on High /Low Context

Zhang Han

西南财经大学

Hall first proposed the concept of high-context and low-context, which means that cul ture can be divided into two kinds of context: high-context and low-context. As known to all, Chinese culture belongs to high-context culture, while American culture belongs to low -context culture. Undoubtedly culture and language are two indispensable parts, thus the co mmunicating ways of Chinese and American are totally different. With the development of globalization and the prosperous of economy, communications between China and Americ an are increasing dramatically. Advertisements as an economic activity and a mean of tran smitting mass media, is playing a more and more important role. It provides information f or audiences about various kinds of products, and transmits cultural values consciously or unconsciously. Besides, it can also reflect the differences of language. Therefore, this paper aims to analyze the differences of Chinese and American advertising language based on high and low context. This paper uses qualitative method and mainly collect data from Ch ina’s and American’s authoritative advertising magazines and yearbooks and some advertise ments on social media, like China Advertising Yearbook, Modern Advertising, American A dvertising Age, International Advertising, Weibo, WeChat, Facebook, etc. There are totally 400 samples after 2010 to guarantee their reliability. The author mainly analyzes four diffe rences between Chinese advertising language and American advertising language: Implicitne ss VS Explicitness; Elaboration VS Succinctness; Collective Initiation VS Individual Initiati on; Self-effacement VS Self-enhancement. In addition, this paper probes into the root reas ons of these differences from the following aspects, social reasons, consuming habits and t hought patterns.

Keywords: High/low context; advertising language; differences

A corpus-based Study on Amplifiers in Academic Writing across Disiciplines

Luo Jianmeng Chongqing University

The amplifier is attracting considerable interest due to its function as the intensifying subjunct. Previous work has only focused on the contrastive analyses of amplifiers betwee n EFL learners and native speakers, but yet failed to investigate them form the cross-disci plinary perspective. This paper sheds new light on the use of the amplifier and the feature s of its two subcategories: maxizers and boosters based on the cross-disciplinary academic research writing. A corpus containing 90 journal articles (30 articles from each discipline)

was built and the list of the 20 most frequently used amplifiers in the British National C orpus (BNC) was employed in this study. The results showed that the three most frequentl y used amplifiers (very, particularly and highly) were the same across disciplines. Moreove r, dramatic differences in the overall use of amplifiers were revealed across disciplines in that amplifiers were most frequently used in natural sciences, followed by that in social sc iences and humanities. In term of the maximizer, no noteworthy differences were found. N evertheless, further analyses showed a great many of variations in the use of boosters acro ss disciplines, especially between humanities and natural sciences. This study provides cons iderable insight into how cross-disciplinary difference impacts academic writing, highlights the importance of amplifiers on EAP pedagogical practice and can also enhance academic writing instructors’ awareness to help students distinguish main features of their own disci pline from others.

New developments of business English in China in 21st century problems, countermeasures and trends

Lizhi Bian

Dongbei University of Finance and Economics

Business English in China has become a branch of ESP that develops most quickly and in particular the 21st century has witnessed a boom in business English teaching and research. In the new century, great achievements have been obtained, but some serious problems still exist in current teaching practice of business English such as immature theoretical framework, inaccurate objectives of talent training and nonstandard curriculum design, which need to be researched systematically. Thus it is necessary to retrospect the development history, investigate the current situation and forecast the future tendency of business English in China so that a comparatively scientific theoretical framework for training business English talents will be constructed, the teaching methods in business English would be improved and teaching model should be designed innovatively. Based on the research of developmental history and the survey on current situation of business English in China, the author puts forward some principles for training both academic and applied talents including undergraduates, postgraduates and doctoral students. Finally, some countermeasures are given in light of the existing problems. We should develop business English major under the guidance of ESP theories, make an orientation of this discipline reasonably, and make efforts in improving course design and textbook quality, with strengthening the practice teaching and promoting teachers’ professional development both in theory and practice.