on cross-cultural advertising in the papers _ pragmatic failure analysis network（在跨文化的广告在报纸上_语用失效分析网络）

ONCROSSCULTURALADVERTISINGINTHEPAPERS_PRAGMATICFAILUREANALYSISNETWORKTHESISNETWORKABSTRACTWITHTHEADVENTOFTHEERAOFECONOMICGLOBALIZATION,CROSSCULTURAL,TRANSNATIONALADVERTISINGMOREANDMOREASTHESUBJECTOFADVERTISINGANDCOMMUNICATIONMEDIA,CROSSCULTURALCOMMUNICATIONINTHELANGUAGEHASBECOMETHEPRIMARYOBSTACLETOTHISARTICLEFROMTHESOCIALLANGUAGELEARNINGANDCROSSCULTURALCOMMUNICATIONANGLES,THECROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHEANALYSISOFLANGUAGEANDONHOWTOAVOIDANDREDUCETHEMISTAKESMADECOPINGSTRATEGIES,MOREANDMORECHINESEENTERPRISESTOGOABROADTOLEARNFROMPAPERKEYWORDSCROSSCULTURAL,ADVERTISING,ADVERTISINGLANGUAGE,PRAGMATICFAILUREWITHTHEINCREASINGINTEGRATIONOFGLOBALMARKETSDEEPENED,ADVERTISING,THEERAOFGLOBALIZATIONISALSOFACINGTHECHALLENGEOFCROSSCULTURALCOMMUNICATIONINAGROWINGNUMBEROFFOREIGNADVERTISINGINCHINA,WHILECHINESECOMPANIESAREMATURINGTOGOABROADFORTOGOABROADBUTTHELACKOFEXPERIENCEINTHEINTERNATIONALMARKETCHINESECOMPANIESWILLINEVITABLYFACETHECULTURALDIFFERENCESANDCONFLICTSOFADVERTISINGCOMMUNICATIONBARRIERSANDRISKSSO,HOWTOELIMINATETHEDIFFERENCESCAUSEDBYCULTURALADVERTISINGCOMMUNICATIONBARRIERS,HOWTOAVOIDTHERESULTINGRISK,ITBECOMESOURENTERPRISESINTHEINTERNATIONALPROCESSOFFACINGREALITYASANADVERTISINGVEHICLE,THELANGUAGEHASBECOMETHEPRIMARYADVERTISINGCOMMUNICATIONCROSSCULTURALBARRIERSTOCROSSCULTURALPRAGMATICFAILUREHASBECOMETHEPRIMARYADVERTISINGCOMMUNICATIONTOSOLVETHEISSUEACROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHELANGUAGECROSSCULTURALCOMMUNICATIONISBETWEENTWOGROUPSOFDIFFERENTBACKGROUNDSANDEXCHANGEOFINFORMATIONDISSEMINATIONACTIVITIES,ASABRANCHOFCOMMUNICATION,WHICHWASFORMEDINTHELATE1970S,TOHAVEADIFFERENTCULTURALBACKGROUNDOFINDIVIDUALS,ORGANIZATIONS,COUNTRIES,INFORMATIONEXCHANGEOFSOCIALPHENOMENAASITSOBJECTOFSTUDYPSYCHOLOGY,LINGUISTICS,PHILOSOPHY,CULTURALANTHROPOLOGY,SOCIOLOGY,INTERNATIONALRELATIONS,ETCARETHEMAINRELEVANTDISCIPLINESCROSSCULTURALADVERTISINGCOMMUNICATIONISSPECIFICTOCULTURALGROUPSINTHETWOBETWEENADVERTISINGACTIVITIESINTODAYSERAOFINTERNATIONALMARKETING,WILLINTRODUCETHECONCEPTOFCULTUREANDCOMMUNICATIONADVERTISING,PROMOTINGINTERCULTURALADVERTISINGCOMMUNICATIONHASFARREACHINGSIGNIFICANCEKATHERINE1997SUGGESTEDTHATTHESIGNIFICANCEOFADVERTISINGTHEREARETHREELEVELSAISTHESURFACEMEANINGOFADVERTISING,THEADVERTISINGAUDIENCEFORTHEFIRSTIMPRESSIONOFADVERTISING,INCLUDINGADVERTISINGINTHEHUMANANDMATERIAL,THESECONDISTHEINTENTIONOFADVERTISING,THATADVERTISINGTOYOURAUDIENCETOPASSTHESALESINFORMATIONTHATMAYBEDIRECTLYRELATEDTOGOODSANDSERVICES,BUTALSOMAYBEASSOCIATEDWITHLIFESTYLERELATED,THETHREECULTURALCONTENTOFADVERTISING,THEADVERTISINGWILLBEADVERTISINGINCREATIVEANDPEOPLESBELIEFS,VALUES,CUSTOMS,ETC,ORLINKED,TOGIVEADVERTISINGACERTAINCULTURE,CONSCIOUSLYORUNCONSCIOUSLY,TOREFLECTCERTAINCULTURE,SOADVERTISINGISNOTJUSTADVERTISING,BUTALSOACULTUREEMBODIESCROSSCULTURALPRAGMATICFAILUREADVERTISINGREFLECTSTHELANGUAGEOFTHERELATIONSHIPBETWEENCULTUREANDTHINKINGBROWN1980SUGGESTEDTHATCULTUREISTHEINTERACTIONBETWEENLANGUAGEANDTHOUGHTOFTHECOMPLEXLANGUAGECANEXPRESSBOTHTHECULTURALPATTERNS,CUSTOMSANDWAYOFLIFECANALSOREFLECTAPARTICULARWORLDVIEWLANGUAGEISTHECARRIEROFCULTURE,NATIONALCULTUREISREFLECTEDINAMIRRORTHINKINGTHENATIONALCHARACTEROFHUMANUNDERSTANDINGOFTHEMSELVESANDTHEOUTSIDEWORLDTHECULTURALVALUESYSTEMINTHEWAYOFTHINKINGHAVESIGNIFICANTIMPACTDIFFERENTCULTURALPATTERNSOFTHINKINGWILLINEVITABLYLEADTODIFFERENTPATTERNSANDDIFFERENTMODEOFTHINKINGANDISBOUNDTOAFFECTTHEIRLANGUAGELANGUAGEISTHECARRIEROFTHINKING,BUTITISALSOTHEMAINFORMOFTHINKINGPROTOTYPETHEORYANDIDEALIZEDCOGNITIVEMODELICMSHOWSTHATDIFFERENTLANGUAGESHAVETHEIROWNDIFFERENTLANGUAGEOFEXPRESSION,ITISBASEDONTYPICALEXAMPLESOFTHEREFLECTIONINTHEMINDTOSELECTANDUNDERSTANDTHELANGUAGE,THATISTHEPROTOTYPEOFEXPRESSIONDUETOCULTURALBACKGROUNDANDDIFFERENCESINTHEMODESOFTHINKING,THESAMECONCEPTSANDOBJECTSREFLECTEDINPEOPLESMINDSTHEMEANINGOFTHEDIFFERENCEINTHEEXPRESSIONLANGUAGEINVERYDIFFERENTWAYSTHEPROTOTYPEITISOFTENDUETOTHEINFLUENCEOFTRADITIONALCULTUREOFTHEFAMILY,ANDALONGBATHINYOUROWNLANGUAGEWORLD,HASFORMEDITSOWNUNIQUENATIVEMODEOFTHINKING,INWRITINGINFOREIGNLANGUAGESWILLNODOUBTBETHEPROTOTYPEOFFAMILYCULTURALPRACTICESANDLANGUAGETOEXPRESSTHEINTERFERENCEANDINFLUENCE,RESULTINGINAINTERLANGUAGEVICEVERSATHOMAS1983WILLBEDIVIDEDINTOCROSSCULTURALPRAGMATICFAILURELANGUAGEANDSOCIALPRAGMATICFAILURESPRAGMATICFAILURESTWO,THEFORMERREFERSTOTHESECONDLANGUAGEACQUISITIONAREATTACHEDTOTHELANGUAGEOFTHEPRAGMATICMEANINGISCOMPLETELYDIFFERENTFROMSPEAKINGTHETARGETLANGUAGEOFTHETRIBELANGUAGEHABITS,THELATTERREFERSTOTHERESULTOFCULTURALDIFFERENCES,INTHEEXCHANGESDONOTUNDERSTANDTHECULTURALCONTEXTINWHICHTHETARGETLANGUAGEWHICHLEDTOTHECHOICEOFLANGUAGEERRORSTHEDISTINCTIONBETWEENTWOTYPESOFPRAGMATICFAILUREISNOTABSOLUTE,BECAUSEDIFFERENTCONTEXTS,EACHOFTHEPARTIESDISCOURSEINTENTIONSANDUNDERSTANDINGOFEACHOTHERSWORDSMAYBEDIFFERENT,ANDTHEREFOREANINAPPROPRIATEWORDSFROMONEPERSPECTIVE,MAYBETHEWAYLANGUAGEWITHALANGUAGEERRORS,BUTFROMANOTHERPERSPECTIVE,ITMAYBEAPRAGMATICASPECTSOFSOCIALMISTAKESINBOTHCASES,INCROSSCULTURALADVERTISINGCOMMUNICATION,HOWEVER,COMPARATIVELYSPEAKING,SOCIALMISTAKESAPPEARMOREPRAGMATICSECOND,CROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHEANALYSISOFLANGUAGEALANGUAGEPRAGMATICFAILUREASAPARTYTOUSEAMBIGUOUSWORDSORCOMMUNICATIVELANGUAGEPROPERLY,SOTHATTHEOTHERDIDNOTUNDERSTANDTHEINTENTANDRESULTOFTHEIRMISTAKES,ORBECAUSETHEPARTYDIDNOTEXPRESSACLEARCOMMUNICATIONBETWEENTHELINES,RESULTINGINCOMMUNICATIONFAILURE,THELANGUAGEWILLLEADTOPRAGMATICFAILURETHISISBECAUSETHEACQUISITIONARETHELANGUAGEOFSPEECHACTSTRATEGIES,SPEECHACTSORLANGUAGEOFSTRATEGY,ORNATIVEMOVEDTOTHECORRESPONDINGWORDONTHETARGETLANGUAGEBECAUSEOFITSPRAGMATICMEANINGISDIFFERENTFROMTHETARGETLANGUAGE,RESULTINGINERRORS1RESULTINCROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHELANGUAGEISTHEPRIMARYREASONFORTHEMIGRATIONOFPRAGMATICRULESTHATCORRESPONDTOWORDSORSENTENCESTRUCTURECORRESPONDINGTOTHETARGETLANGUAGEFROMMOTHERTONGUETOMOVE,SUCHASTHEUNITEDSTATESTOTHEGERMANCOMPANYSSUNBEANMARKETMISTSTICKAGITATOR,THEYENCOUNTEREDAVERYSERIOUSISSUEOFLANGUAGE,INGERMANMISTISUSEDINSPELLINGANDPRONUNCIATIONISEXACTLYTHEMANUREMEANS,ANDSTICKCANBETRANSLATEDASSTICK,STICK,MEANING,SO,TRYTOINTRODUCETOTHEGERMANCOOKINGBECOMESSOMETHINGSTIRSTICKFECES,ANDITSEFFECTCANBEIMAGINED2RESULTINGINCROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHELANGUAGEOFTHESECONDREASONISPRAGMATICMEANINGOFMIGRATION,SUCHASINOURFAMOUSWESTLAKELOTUSROOTSTARCH,FRUSTRATEDINTHEINTERNATIONALMARKET,THEENGLISHEQUIVALENTSHANGZHOULOTUSROOTSSTARCH,INAPPROPRIATEMIGRATIONOFPRAGMATICMEANING,ISTHEPRODUCTOFTHEFAILUREOFINTERNATIONALMARKETINGSTRATEGYFORONEOFTHEMAINLOTUSROOTSSTARCHISTHELOTUSROOTOFTHECORRESPONDINGWORDPOWDERINCHINESEMIDDLEFINGERTOFINECHILDREN,SOTHEPOWDERISTHEPOWDERINTHECHINESEMODELOFCOGNITIVESCHEMATATOINDICATEANATTRIBUTE,ACCORDINGTOCHINESEPRAGMATICRULES,POWDERREFERSTOEITHERADHERETOTHETERMSPOWDER,SUCHASFLOUR,MILKPOWDER,STARCH,ETC,CANALSOBEREFERTOTHEFLOURMADEFROMAVARIETYOFFOODSSUCHASNOODLES,VERMICELLI,ETCNEWENGLISHCHINESEDICTIONARYTHESTARCHINTRANSLATIONSTARCH,STARCHYFOODS,WHILEINENGLISH,EXCEPTTHATITMEANSPOWDERORPOWDERMATERIAL,BUTALSOIMPLIESTHERISKOFWEIGHTGAINORWEIGHTGAINAFTERTHEANGLOAMERICANCUSTOMERSWEREDISCOURAGEDTOSEETHEPRODUCT,NOTDIFFICULTTOUNDERSTAND3FINALLY,THERESULTINGCROSSCULTURALADVERTISINGCOMMUNICATIONFAILURESINTHELANGUAGEOFGENERALIZATIONBECAUSETHEREAREPRAGMATICMEANINGOFTHELANGUAGERULES,INCLUDINGNOTPROPERLYAPPLYTHELANGUAGESYNTAXANDDISCOURSESTRUCTURE,ASARESULTOFTHETARGETLANGUAGEPOLYSEMYANDLANGUAGEINTHEPOLYSEMYINSEMANTICS,SYNTAXERRORSCAUSEDBYDIFFERENCESINQUITEAFEWCHINESELITERALTRANSLATIONFROMTHEENGLISHADVERTISINGTHEEXISTENCEOFSUCHPROBLEMS,WHETHERFROMTHEDISCOURSELEVELORFROMTHESYNTAX,GRAMMARLEVEL,AREADVERTISINGDOESNOTREFLECTTHECHARACTERISTICSOFTHEENGLISHLANGUAGEINADDITION,POLYSEMYADVERTISINGCAUSEDALOTOFMISTAKES,ASWEOFTENSEETHISONTHEPACKAGINGOFTHESENTENCEMANUFACTUREDBYXIFENGWINEFACTORYXIFENGLIQUORFACTORYPRODUCTIONINTHECHINESELANGUAGEWITHTHERULES,BEER,WINEANDLIQUORCANCONTAINANYWINEONBEHALFOF,BUTINENGLISHITCORRESPONDSTOSEVERALDIFFERENTWORDS,WINEREFERSONLYTOWINE,ALCOHOLREFERSTOALCOHOLICBEVERAGESORLIQUID,LIQUORSPECIFICALLYREFERSTOTHESPIRITSWINERIESANDTHEWINEISACOMMONLYUSEDBREWERY,DISTILLERORDISTILLERY,APPARENTLYMANUFACTUREDSAIDWINERYPRODUCTIONISCLEARLYINCONSISTENTWITHTHERULESOFENGLISHLANGUAGEBTHESOCIALPRAGMATICFAILUREONSOCIALPRAGMATICFAILURE,THOMAS1983POINTEDOUTTHATTHEUSEOFSOCIALVALUESTOMAKETHERIGHTJUDGMENTSBELONGTOTHEPEOPLESSOCIALSKILLS,ANDINTHELANGUAGEONTHEPROPERUSEOFTHESEJUDGMENTS,THATISTOKNOWWHENANDWHATFOR,HOWTOUSETHELANGUAGEABILITYBELONGSTOTHEPRAGMATICASPECTSCROSSCULTURALCOMMUNICATIONINTHELANGUAGEOFADVERTISINGISOFTENDUETOFAILURESDONOTUNDERSTANDORPAYATTENTIONTOCULTURALDIFFERENCES,DIFFERENTSOCIALNORMSORCOMMUNICATIVESITUATIONANDTHECOMMUNICATIONBETWEENTHETWOSIDES,SUCHASEACHOTHERSIDENTITY,SOCIALSTATUSTOMAKEERRONEOUSJUDGMENTSCAUSED1SIGNIFICANTDIFFERENCESINASSOCIATIONIEECH1977WILLBEDIVIDEDINTOSEVENSIGNIFICANCE,INCLUDINGTHECONCEPTOFMEANING,CONNOTATION,SOCIALSIGNIFICANCE,EMOTIONALSIGNIFICANCE,MAPPINGMEANING,WITHMEANINGANDTHEMEOFMEANING,CONNOTATIONTOTHEMAPPINGFROMMEANING,ASSOCIATIVEMEANINGWITHTHELENOVOSIGNIFICANCEONLYINITSCULTURALCONTEXTSPECIFICCOMMUNICATIONSCENARIOSTOUNDERSTANDRESEARCHSHOWSTHATPEOPLEOFDIFFERENTCULTURALBACKGROUNDSANDOBJECTSOFTHESAMEWORDMAYHAVEDIFFERENTFEELINGSANDASSOCIATIONS,WHICHISIGNOREDBYMANYCROSSCULTURALADVERTISINGFOREXAMPLE,THEDRAGONISCHINESESYMBOLOFSUPREMACYINCHINAHAS,WITHOUTACORRESPONDINGENGLISHWORDS,THEIRLITERALTRANSLATIONDRAGONINWESTERNCULTURE,ITISAVIOLENTANIMAL,WHICHISALSONIKES2003FEARSAWINONEOFTHEREASONSOURCOUNTRYHASBEENOFFTHEAIRBRANDNAMEISANIMPORTANTPARTOFADVERTISING,ITSMEANINGANDSHAPETOBECLOSELYRELATEDWITHTHECONTENTOFGOODS,ANDCANREFLECTTHEPRODUCTSBENEFITSANDFEATURESLENOVOBRANDTOGIVECONSUMERS,BOTHFORCONSUMERSFEELGOOD,BUTALSOALLOWSCONSUMERSDISLIKEORDISGUST,SUCHASFANGFANGFANGFANGBRANDLIPSTICK,BIGTREASURESODHONEY,ROOSTERBRANDGOLDENCOCKSHOEPOLISHFANGFANGINTHECHINESECOGNITIVEMODEL,THECUSTOMERWILLHAVEABETTERIMAGEOFCHINAANDLENOVO,THEPRODUCTISSUITABLEFORLIPSTICK,ANDITSPINYINFANG,THEENGLISHMIDDLEFINGERLONG,SHARPTEETH,ESPECIALLYADOGANDAWOLFSTEETHANDSNAKETHEFANGSIAMAFRAIDTHATNOONEDAREDTOUSETHIST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