CAJ | 학술논문

With the increasing fusion of international trade and global culture worldwide,there has been an incremental quantity of mutual cargo movements between China and English speaking countries.Along with the economic interchange,the silent competition in advertising and marketing,to some extent,become one of the major challenges that China is confronting after joining the WTO in 2001.As the most powerful weapon available in shaping their self-image and promoting their goods,the difference of advertising language between English and Chinese play a critical role in marketing competition.This thesis will analyze the charactcristics of advertising language in 2 countries from the lexical features,rhetoric and culture aspects.