【高低语境下中美商业广告的比较探究（英语）（论文）】

高低语境下中美商业广告的比较研究摘要随着经济的不断发展和社会文化的变化，商业广告作为文化的一部分，逐渐渗透到我们的日常生活之中，为商业市场的发展作出了贡献。广告因其独特的语言风格而经常被以文体的方式分析。但语言是文化的重要组成部分和载体，广告语言与其他语言一样，也是文化的重要组成部分，是文化不同方面的综合集合。反过来，它也以自己的方式反映着文化。本文以霍尔提出的高低语境文化作为理论框架，中美两国的商业广告作为语篇分析样本，从该理论分析中美商业广告的相同与不同点和从文化角度分析造成相同与不同的原因，从而体现高低语境文化理论的重要性，并促进跨文化的交流与发展。关键词：高低语境；中美商业广告；比较研究

ContentsTOC\o"1-3"\h\u1Introduction 12LiteratureReview IntroductionTherearemanywaysofculturalcommunication,oneofwhichisadvertising.Peoplecancommunicatespirituallythroughadvertisements.Inthisway,advertisementscanconveyeffectivemessageswhichtheproducerwantstoexpresstotheconsumers.Advertisementshasafundamentalpurpose.Thatistopersuadeconsumerstobuytheproducer'sgoodsorservice.Thereareextremelyalotofdifferentformsofadvertising.Forexample,thedisplayofelectronicdisplayscreeninshoppingmalls,thepop-upwindowwhenpeoplearebrowsingwebpages,theinformationpushedonthenetworkandsoon.Withthechangeofpeople'scognitivestyle,advertisingmediahasalsoobtainedthecorrespondingdevelopment.TheChineseandforeignadvertisementsweseeeverydayshouldbeunderstoodaccordingtothecontextofthecountryinwhichtheyarelocated.Cultureiscontextual.Samovar&Porter（2002）definedcontextasfollows:"aformofculturaladaptationofacertainbackgroundorenvironment".Differentcountrieshavedifferentculturalelementswhichaffectlanguagecommunication.Theacademiccirclehasdonealotofresearchesoncontextfromthefieldsofphilosophy,psychologyandliterature.Hendonproposedthat"iftheproportionofcontextintheprocessofculturalcommunicationisless,thetransmissionofinformationwillbeeasier".(Hendon,1996)Accordingtothis,Hall.E.TputforwardtheopinionthatcultureiscontextualinBeyondCulture,andhedividedcultureintoHighandLowContextCulture.HenceforththestudyofHighandLowContextCultureTheoryisbroughtintothecognitivefield.2LiteratureReview2.1RelatedTheories2.1.1Hall'sHighandLowContextCultureTheoryHall,firstputforwardtheconceptofHighandLowContextTheoryinBeyondCultures(1976).Hedefinedthat"ahighcontext(HC)communicationisoneinwhichmostoftheinformationisalreadyintheperson,whileverylittleisinthecoded,explicitlytransmittedpartofthemessage."(Hall,1976)InHC,peoplelivinginsocialgroupshavebeeninterrelatedforalongtimeandhavereachedalotof"consensus"witheachother.Asaresult,theydon’tneedtotalktoomuch,becausemostfolkscanunderstandthemeaningonlyfromafewwords.AccordingtoHall,"alowcontext(LC)communicationisjusttheopposite;i.e.themassoftheinformationisvestedintheexplicitcode."(Hall,1976)PeopleinLCoftenusestraightforwardwordstoclearlyclarifytheirideasandopinions,sothatlistenerscanaccuratelyunderstandthemeaningoftheirdiscourse.Inotherword,theirlanguagesconveyalargeamountofinformation.Iftheinformationisnotexpressedclearly,theywillfeelconfusedorunhappyabouttheambiguitiescausedbylimitedinformation.2.1.2AdvertisingLanguageBeforeweknowthedefinitionofadvertisinglanguage,weneedtounderstandthedefinitionofadvertisingandlanguage.Sowhatisadvertising?InMerriam-Webster,"Advertising"hasthreedefinitions.Firstly,itreferstotheactionofcallingsomethingtotheattentionofthepublicespeciallybypaidannouncements.ThesecondisADVERTISEMENTS.Thethirdisthebusinessofpreparingadvertisementsforpublicationorbroadcast.Inadditiontothese,therearealsomanyscholarsmadeexplanationsforadvertising.Forexample,"advertisingisthenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproductsorideasbyidentifiedsponsorsthroughvariousmedia."(BoveeandArens,1992:7)Advertisingisacommunicationactivity.Itnotonlyspreadproducts,ideasandinformation,butalsodisseminatescultures.Atthesametime,thecontentandmodeofadvertisingcommunicationareinfluencedbyculture.Therefore,advertisingcanreflectsthecultureofacountry.Languageisthemeansbywhichhumanbeingscommunicate.Itplaysaveryimportantroleinadvertising.Nolanguage,noadvertisements.Languageisthemostimportanttoolofcommunicationandthecarrierofculture.Languageitselfisalsoaculturalphenomenon.Aboveall,themostpossibleexplanationofadvertisinglanguageisthelanguagewhichusedinadvertisingactivities.Onlybycombiningadvertisingactivitiesandlanguagetogether,canitbecalledadvertisinglanguage.Advertisingisasocialphenomenonwhichaffectedthedevelopmentofsocietyandeconomy.Asuccessfuladvertisementcanspreadmessagescorrectlyandimmediatelysothatproductsandservicescanbepursuedsuccessfully.Whichkindofadvertisingcanbeconsideredasuccessfuladvertising?Ofcourse,shortandconcise.Notonlynewspapersandmagazines'spaceisfinite,butalsothetimeandpatienceoftheaudiencearelimited.Takingtheseintoconsideration,designersshouldmakeashortandconciseadvertising."Thebriefadvertisingtextisdesirablefortworeasons.First,itputspunchandpowerintothetext.Second,ithelpsinmaintainingenthusiasmandresponseoftheaudience.Briefadvertisingtextswithshortsentencesalwaysattracttheattentionoftheaudiencefavorably."(Fatihi,1991)Advertisinglanguageinfluencedsocialideologyandpsychology.Theadvertisementsnotonlyletconsumersknowthenewproductsorservices,butalsointroducenewlifestyle,createfashion,provideentertainmentandpromotethedevelopmentofmassmedia.2.2PreviousStudiesonHighandLowContextTheoryinAdvertising2.2.1RelatedStudiesAbroadInforeigncountries,highandlowcontexthasbeenstudiedfrommanyaspects.Asforhighandlowcontextstudiedabroad,thefirstscholarhastobementionedisEdwardT·Hall.InhisbookBeyondCultures(1976),HalldivideddifferentculturesintoHCcultureandLCculture.Inthesetwodifferentcultures,contextandlanguagemakevariouseffectsincommunication.Thisbookisconsideredtobethefirstbookonhighandlowcontext.In2001,LarryA.Samovar&RichardE.Portermadeacomparisonchartoftheethnicrankingofhigh-contextcultureandlow-contextculture.(Samovar,2001)Itcanbeseenfromthechartthattheethnicrankingofhigh-contextcultureisChinese,Korean,Japanese,AfricanAmerican,NativeAmerican,Indian,etc.Theethnicgroupsoflow-contextcultureareGerman-Swiss,German,Scandinavian,AmericanandFrenchindescendingorder.Inhighcontextculture,Gudykunstoncenotedthat"ForChinesepeople,itisalwayseasiertoagreethantodisagree,courtesyoftentakesprecedenceovertruthfulness;theyrarelyexpresstheirideasdirectlytotheotherpeople;thisisconsistentwiththeculturalemphasisonmaintainingharmony."(Gudykunst,2007)However,inlowcontextculture,indeliveringamessage,theU.S.oftenlaysmorestressondirectness.Americansconsider"timeistoovaluabletobewastedonunnecessaryparagraphsorspeech."(Bearner&Varner,2003)2.2.2RelatedStudiesatHomeInChina,therearealotofscholarswhoanalyzedadvertisinglanguagesallthetime.WuZeqiongclingstotheviewthat“atpresent,researchesonHighandLowContextTheorymainlyfocusonthecomparativestudyofcultureandcommunication.”（吴泽琼，2006）.MaShitu&TangDegen(2003)publishedajournalin2003.ThatisTheStrategiesforEffectiveCommunicationbetweenHighandLowContextCulture.Theygavesomestrategiesforsuccessfulcross-culturalcommunicationincludingbuildingtrust,listeneffectively,recombininglanguageandrecognizingdifferences.ChenYanqiongpointedoutthat"bothChineseandEnglishadvertisinglanguagescouldwellreflectthecharacteristicsofhighandlowcontext."（陈燕琼，2008）Oneofthemainformsofculturalcommunicationisadvertisement.Throughadvertisements,individualscanintuitivelyfeelthedifferencesbetweenhighandlowcontextculture.3AnalysisofChineseandAmericanAdvertisingundertheHighandLowContextTheoryInconsiderationofthedifferencesbetweenHCandLC,eachadvertisementwouldbedemonstratedindifferentcontext.Accordingtothedifferentcommunicatingstylesinhigh-contextandlow-contextcultures,thispaperwillchoosesometraditionaladvertisementsasexamplestomakeananalysisandacomparison.3.1ComparisonofVocabulary3.1.1NounsInadvertisinglanguage,thoughtherearemanywordsinasentence,nounsarewhichcannotbereplace.Nounshaveahighusagerateandtheyhaveanenormousappliedrangeandsufficientcontent.InChina,individualsaredeeplyaffectedbyConfucianism.Theygoafterharmoniouscollectivism.Alsotheyfocusoncollectivehonor.Inthemeantime,familyandsocialharmonyareveryimportanttothem.Thus,alotoftraditionaladvertisementsaredesigned.Forexample,（1）促进健康为全家。（舒肤佳）（2）爱我中华。（中华牙膏）ThesetwoexamplesexpressthefeelingofChinesehome.Inreality,peopleallliveinthesocial.Onlyifkeepinggoodrelationshipwithpeoplearound,canonehaveabetterandhappierlife.Therefore,Chineseadvertisersoftenpromotetheirproductsbyusingthisculturalpoint.IntheAmericanlow-contextculture,peoplemakemuchaccountofindividualthoughts.Independenceisextremelysignificanttothem.Therefore,undertheseinfluences,advertisingmakersoftenuseindividualisticnouns,suchasI,he/she,youandsoon,sothattheycanmeettheneedsofconsumers.Forexample,(3)Maybeshe'sbornwithit,maybeit'sMaybelline.(Maybelline)(4)Tome,thepastisblackandwhite,butthefutureisalwayscolor(Hennessy).Becauseyou'reworthit.(L'Oreal)3.1.2AdjectivesAdjectivesarewidelyusedinadvertising.Theycanillustratethevariousadvertisementsofacommodity.Theyalsocanconjureupassociations,arouseneedsandleadtobuyingbehavior.Peopleareinfluencedbytheseadjectivesallthetime.InChina,advertisersoftenuseabstractadjectivestoconveyfeaturesoftheirproductsorservices,andthisimplicitexpression,whichcannotbeexpressedinwords,hasbecomeanimportantfactorinattractingdomesticconsumers.（蒋慧，2019:92）Forexample,（5）惊喜从肌肤开始（玉兰油）。（6）男人就应该对自己狠一点（柒牌服饰）Inexample(5),theword“惊喜”conveysasenseofsurpriseandhappiness,makingcustomersbelievethatafterusingthisproduct,therewillbeawindfall.Inexample(6),theword“狠”notonlyimpliesapurposeinlife,butalsoconveysafirmwill.Americansareextremelyfrank.Theyoftenspeakouttheirmindsdirectly,andaudiencescanunderstandproductsclearlyfromthelanguageofadvertising.Forexample,(7)Youwon'tfindaquicker,easier,betterwaytoenhancebeauty.(8)QuietlyElegant,surprisinglyAffordable.(Ford).Inexample(7),theuseofthreeadjectivesdirectlyshowstheadvantagesofthecosmetics.Also,theuseofcomparativelevelcanshowthesuperiorityoftheirproductscomparedwithothergoods,highlightingthecharacteristicsoftheproductitself.Inexample(8),aswecansee,theadvertisersused"affordable"todescribethepriceoftheircar.Theword"elegant"showsthatthelookofthecarisrefinedandtasteful."Elegant"notonlyembodiestheadvantagethatthecarhaslownoise,butalsoofferspeopleafeelingofwarm.And"affordable"eliminatesconsumers'fearoftheprice.Itgreatlystimulatedtheshoppingdesireofcustomers.3.1.3VerbsChinaisabigharmoniousfamily;theadvertisingmakersoftenfocusoncommitmentverbs.TakePassat'sadvertisingforexample：（9）修身，齐家，治业，行天下。Itusedfourverbstoshowitscharacters.Thisideaisrelatedto“修身齐家治国平天下”.Ontheonehand,itcanimplicitlyembodythePassatasthesymbolofsuccessfulpeople.Ontheotherhand,itchanged平天下to行天下whichfitthecaruse.Thesefourverbsgiveconsiderationtoitsrole,butalsodonotforgettoreflectitsgenerousbearingbetweenthelines.Itcanbeseenthatbecauseweareinahigh-contextcountry,sowehavetheculturalbackgroundof“先修身再齐家”,wewillnotbepuzzledbytheconceptofcultivatingone'smoralityandkeepingone'sfamilyinorderatthebeginningofthisadvertisement.Americansseektobedistinctandbelieveinthemselves,sotheyseldomuseverbsaboutcommitments.Forexample:(10)Obeyyourthirst.(Sprite).(11)Taketimetoindulge.(NestleIceCream).ThesetwoEnglishadvertisementsarebasedontheadvantagesoftheproductsthemselves.Thusconsumerscandecideiftheyneedtotheproductsaccordingtotheirownneedsandcharacteristicsoftheproducts.3.2ComparisonofSentenceStructures3.2.1EllipticalSentencesAdvertisersoftenuseellipticalsentencestoimplytheirproduct'sadvantages.Inthisway,consumerscanspeculatebythemselves.Meanwhile,itcanavoidcausingconsumers'aversion.GregMyers(1994:57)arguesthat"theomissionhasthepoweroflettingyoufeelwhatyouwant.Moreover,itmakesyouactiveininterpretingthesentence".Soellipsisiswidelyusedinadvertisingdiscourse.InChina,peopleareveryfamiliarwiththecontextandcanexpresstheirfeelingsthroughgestures,expressionoreyesinsteadofwords.Itisnecessarytoanalyzeellipticalsentencesinculturalcontexttounderstandthemeaningofinformation.Takeanadvertisementofainsurancecompanyasanexample：（12）天有不测风云，如果您参加保险，那么......Thisadvertisementomittedthesecondpartoftheproverb“人有旦夕祸福”inthatthisproverbisextremelyfamousinchina.Thuswhenpeopleheardthefirstsentence,theywillimmediatelythinkofthesecondsentence.Theaimsofomittingthesecondpartaretoachievetheeffectofconciseandtoindicatethehypothesisthatis“天有不测风云，我有人民保险”。（Idon’tfearanythingunexpectedbecauseIhavePeopleInsurance）.Duetoexistenceof“保险”(insurance),thisadvertisementiseasiertounderstandthanotheradvertisements.However,ifsomeoneneverheardtheproverbbefore,thisadvertisementwillbeunabletoarousetheirworries.Inthiscase,itmayfailtopromotetheirinsuranceproducts.Inalow-contextculture,duetothelackofsharedexperience,thewaypeoplecommunicateisoftendirectandfrank,thatis,eachinformationneedstobeverballyarticulatedsothatpeoplecanbetterunderstanditwithoutanyconfusion.Forexample,ColorDirect(acourierservicescompany)madeanadvertisement:(13)SO...YOUWANTTOMAILASTRAWBERRYSOEBERT?ThefirstthingthatreaderscanknowaboutColorDirectisitsexcellentservice:speed,security,whichisdirectlyconveyedbytheadvertisinglanguage.Strawberryicecream,asalmostallAmericansknow,isacommonfrozendessert,anditisoneofthedeliverycompanies.Butimportantly,theadvertisementsentamessage:thedeliverycompanycanevendelivericecream,whichmeansthatitcandeliveralmosteverything.Althoughtheadvertisementomittedtheinformationabouttheadvantagesofthecompany'sservice,butafterreadingit,wecaneasilyassociateitwithotherdeliveryservices.Therefore,Americanadvertisementsinlow-contextculturearemorewillingtouselanguagedirectlytoshowtheattractivenessoftheirproductsorservicestoreadersorconsumers.3.2.2InterrogativeSentencesAdvertisingdesignerslikeusinginterrogativesentencesinadvertisementsverymuch,especially.Inordertoarousetheresonanceandthinkingofconsumers,itdoesnotfollowthegrammarrules,leavesouttheinterrogativeparticlesandleavesonlyafewkeywords.Interrogativesentences,especiallyspecialquestionswhichoftenomitspecialquestionwordscankeepreadersinsuspense,satisfytheircuriosityandmakethemwanttogettothebottomofitandfindtheanswer.Chineseadvertisementsoftenuseeuphemisticlanguagestoexpresstheirproductsinthatitisahigh-contextculturalcountry.Theysubtlyenticeconsumerstodiscovertheadvantagesoftheirproductssoastoachievethepurposeofmakingconsumersbuytheirproducts.Forexample:（14）你关心家人健康吗？（LG清新空调）（15）我家的是父亲在50多年前买的，过了半个多世纪还在用它洗。你也要洗半个世纪？（热水器电视广告）Thesetwoexamplesbothuseinterrogativesentencewhichforcepeopletoself-reflect.Inexample(14),itaskspeoplewhethertheycareabouttheirfamily'shealth.Peoplewouldfeelconfusedthatwhatrelationbetweenfamily'shealthyandthisairconditioner.Onfurtherreflection,theywillrealizethatusingthisairconditionerisenoughtoprotectthehealthoftheirfamilies.InAmericanadvertisements,interrogativesentencedividetheprocessofadvertisingtransmissionintotwoparts:askingquestionsandansweringquestions.Itcanarousethereaderstothinkandgivetheanswerintime.Accordingtostatistics,interrogativesentencesaccountforasmuchas14%inAmericanadvertisements,whichshowsitsuniversalapplicationinadvertisements.HereisanadvertisementforSalemcigarettes:(16)Whysmokeifyoudon'tenjoyit?IsmokebecauseIenjoyit.Salemiswhy.Itismorethanjustgoodmenthol.It'sagoodcigarette.MeritiswhyIsmoke.Andthat'swhyIsmokeSalem.Thetitleusesquestionstopiquethereaders'curiosity.Ifyoudon'tenjoyit,whysmokeit?Salemcigarettesaredifferent.IsmokeSalemcigarettesbecauseIenjoythem.Thesuccessfulcreationofsuspenseletconsumersseektheanswer,andatthesametimeletpeoplewanttosmokethiscigarette.Aboveall,ithasaverygoodadvertisingeffect.BecauseAmericaisalow-contextculturalcountryandAmericansoftenprefertoexpresstheirideasdirectly.Thus,thisadvertisementnotonlyraisesquestions,butalsogivesdirectanswersatthesametimeandspeaksoutthecharacteristicsofthecigarettebrand.3.2.3ImperativeSentencesInadvertisinglanguage,imperativesentenceoccupiesaveryimportantandconspicuousposition.Inimperativesentence,thereisnosubjectandtheverbofpredicateisinitsdefiniteform.Therefore,theadvertisementswhichusedimperativesentenceareverybriefanddirect.Itindicatestheadvertisers'confidenceintheirproductsbyusingimperativesentencetoappealconsumers.InChinese,ahigh-contextculturalcountry,peopleoftenexpresstheiropinionsandideasinaeuphemisticwaybecausetheyareafraidofthetroublesthatcomefromotherfolks'dissatisfaction.Theyseldomspeakouttheiropinionsdirectlyandwanttoleaveagoodimpressiononotherindividuals.Thus,althoughChineseadvertisementsuseimperativesentencetoo,thenumberofthesentencesismuchlessthanthatinAmerica,alow-contextculturalcountry.Forexample,（17）保护嗓子请用金嗓子喉宝。（金嗓子喉宝含片）（18）咳嗽请选用急支糖浆。（太极急支糖浆）（19）请把担心留给我——PICC。（中国人民保险）Bothofthesetwoexamplesusedaword“请”.Thiswordmakestheadvertisementsoundrespectful.Ifwedeletethisword,theadvertisementmaymakeconsumersfeelarbitraryanditdoesn'tleavethespaceforconsumerstotakeaconsideration.Americanpeopleoftencommunicatewitheachotherinadirectandstraightforwardwayinthatitisalow-contextculturalcountry.Andtoacertainextent,imperativesentencecanrepresentthesecharacteristicsofAmerica.Datadisplaythatabove1/4ofAmericanadvertisementsareimperativesentences.G.N.Leech(1966:8)arguesthatadvertisingmakersnaturallybelievethatthepublichasthehabitofacceptingthebeneficialadvicethatisexpressedbyimperativesentences.TaketheadvertisementofSnickerasanexample:(20)Don'tStop!Thisadvertisementsoundspersuasiveandforceful.Itcanleaveadeepimpressiontoreadersbyitsconfidenceandfirm.Thisadvertisementmakespeoplethinkthateatingthesnickerisarightchoiceandaftereatingit,peoplecancontinuetoworkandneverstop.(21)JUSTMAKESUREYOU'REBACKBYMONDAY.(HYUNDAIAutomobile)Thisadvertisementusesthephrase"makesure",whichemphasizesthemeritoftheproductandatthesametime,makesapromisefortheconsumers.Afterreadingthisadvertisement,peoplemayconsiderthatthisproductdeservestheirtrust.3.3ComparisonofRhetoricalDevicesArhetoricaldeviceisatechniqueusedinlanguagetoconveyideasandmessagesinapersuasiveway.Rhetoricaldeviceisanartofpersuasion,atoolskillormeansthatcancontrolorchangeothers'beliefsandevenbehaviors.Theuseofvariousrhetoricdevicesmakesadvertisementsmoreconvincing.Severalrhetoricaldevicesareoftencombinedinadvertisementstopersuadereaderstoacceptanargument.3.3.1SimileSimileisarhetoricaldevicethatdescribessomethingbycomparingittosomethingelsewiththewordslikeoras.Ifanadvertisementusedagoodsimile,theconsumerscandrawsharperpicturesintheirminds.Itcanmaketheadvertisementsmorepersuasiveandbrief.Thus,simileiswidelyusedinadvertisements.LookatsomeexamplesfromChina:（22）当咖啡遇到可乐，如浪漫遇到激情。（娃哈哈咖啡可乐）Coffeestandsforromanceandcolarepresentsenthusiasm.Colahasasharptaste,thuswhenpeopledrinkit,theymanyfeelenergetic.Thespecialcharacteristicisthatitcombinesthesetwotastestogetherandpeoplecanfeelbothromanceandenthusiasmatthesametime.Thereisnodoubtthatitisworthyoftheconsumerstohaveatry.（23）创新永恒，热情似火。（云南红塔集团）Fireoftengivespeopleafeelingofbeingenergeticandpowerful.Inexample(23),theword“火”representthespiritualoutlookofthiscompany.Itexpressedthattheproductsofthiscompanycanbringcustomersasenseofenergyandstrength.BothofthesetwoaretheadvertisementsfromChina.Whenpeoplereadadvertisementswithsimile,theyneedtomakeassociationstounderstandwhattheymean.IfsomeoneisblindtoChineseculture,itwouldbeextremelyhardforhim/hertounderstandthemeaningoftheadvertisements.TheUnitedStatesisalow-contextculturalcountry,soevenifitusesasimile,readerswillunderstandthemeaningoftheadvertiserliterally.Forexample,(24)Breakfastwithoutorangejuiceislikeadaywithoutsunshine.(OrangeJuice)Thisadvertisementcomparesbreakfasttoadayandcomparesorangejuicetosunshine.Aseveryoneknows,sunshineisveryimportanttopeopleanditisessentialinpeople'slife.Thesimileinthisadvertisementmakespeoplefeelthattheirorangejuiceisessentialtopeople'slifeaswell.Abreakfastwithoutorangejuiceisasunpleasantasadaywithoutsunshine.(25)What'sonyourarmshouldbeasbeautifulaswhoisonit.(CitizenWatch)Peopleusuallyonlywearawatchontheirarm.Thisadvertisementconveysamessagethatthewatchisasbeautifulasthepeoplewhowearit.Itnotonlyflatterstheappearanceofthepotentialconsumers,butalsoemphasizesthewonderfuldesignofthiswatch.Inthiscase,itcaneasilyenticeconsumersintobuyingtheirproductsthatarebeingpromoted.3.3.2PunApunisarhetoricaldevicethatmakesuseofthepolysemyandhomophoneofawordinacertainlanguageenvironmenttomakethesentencehavedoublemeanings.Punnotonlygivespeopletheenjoymentofjoy,butalsoprovidesaudiencestheinformationoftheirproductsinhumoroussentencessothattheycanachievetheaimsoftheadvertisements.Chinesepeopleprefertoexpresstheirideasinaindirectandmildwaysfromancienttimes.WecanfindthatanimplicitwayofexpressionisamainstreaminChineseaesthetictaste.Punsshowthesubtle,euphemisticandhazycharmofthisstyle.Therefore,manyadvertiserslikeusingpunsintheiradvertisements.Therearesomeexamples.（26）生活中离不开这口子。（口子酒）InChina,“口子”referstoaperson'sspouse.Inotherwords,itreferstoone'swifeorhusband.Whileinthisadvertisement,itstillhasanothermeaning.Italsoreferstothebrandnameofthewine.Itiswidelyknownthatone'smateisextremelyimportanttohimorher.Thus,thepunemployedinthisadvertisementindicatesthatthiskindofwineisasimportantasspousesforthepotentialconsumers.Lifecan'tgowithout“口子”.（27）胃，你好吗？（胃药）Thisadvertisementhasdoubleimplications.Thefirstis:“Hello,areyouok?”whichgreetthereaderasafriendlygesture.Inthismeaning,“胃”isahomonymfor“喂”.Thesecondistheliteralmeaning:“Isyourstomachok?”Thismeaningindicatedthatitisonekindmedicinesforstomachache.Thisexampletakesfulladvantageofhomonymstoconveytheintendedmeaning.InEnglishlanguage,somewordsorphrasesoftenhavethesameformorsound.Butatthesametimetheyhavetwoormoredifferentmeanings.Advertisersoftenusethedifferentmeaningsofawordtopromotetheirproductsorservice.Forexample,(28)Askformore.(MoreCigarette)Aseveryoneknows,theword"more"meansadditionalthingsoragreateramount.Inthisadvertisement,theword"more"representstwomeanings.Onerepresentsthebrandnameofthecigaretteandtheotherreferstonumber.Itnotonlytellspeoplethebrandnameofthiscigarette:MoreCigarette,butalsoindicatestheconsumerstobuymorecigarettes.(29)SUCUZI:Wayoflife.(SUCUZI)Theword"way"hasagreatmanydefinitionsinEnglish,suchas“theroadtraveledfromoneplacetoanother”,“mannerormethodofdoingorhappening”,“characteristic,regular,orhabitualmannerormodeofbeing,behavingorhappening”,etc.Thephrase"wayoflife"inthisadvertisementnotonlyreferstothemethodforpeopletosolvetheirtransportationproblems,butalsoreferstotherightstyleoflifewithanautomobile.3.3.3RepetitionRepetitionisaliterarytechniqueinvolvingtheintentionaluseofawordoraphraseinspeechorwrittenworkforeffect,repeatedtwiceormore.Tomakerepetitionmorenoticeable,wordsorphrasesshouldberepeatedatcloserange.Usingthesamewordorphraserepeatedlyinanadvertisement,canmakeanideaclearandcanmakethereadersrememberit,sothatpeoplecanthinkofthisbrandofproductwhentheyneedit.RepetitioniswidelyusedinbothChineseandAmericanadvertisementstoemphasizetheinformationofproductsorservicewhichadvertiserswanttoconvey.But,onepointneedstobepaidmoreattention.Thatistherepetitionmustbecontrolledinaproperrange;otherwise,itmaycauseaboringandburdensomeeffect.（韩琪，2013）Forexample,（30）黄金搭档，乖乖，礼品真棒！黄金搭档，乖乖，礼品真棒！（黄金搭档）Inthisexample,itsadvertiserusedtherepeatedwordtohighlightthequalityandeffectoftheirhealthcareproducts.（31）雪中之豹，雪中之宝，雪中送宝。（雪豹皮革行）Inthisadvertisement,theword“雪”repeatedthreetimeswhichpraisethequalityoftheirleatherproducts.Itcankeepofftheseverec