DOI: 10.5176/2251-3566_L318.355
Authors: Wang Qingwei，Feng Zongxiang
Abstract: As the most direct carrier of receiving commodity information, advertising slogan plays an important role in the process of product promotion and marketing. The rapid development of automobile industry makes all kinds of automobile advertising slogans emerge in endlessly. The advertisement designers use different language strategies to attract the consumer's attention and demonstrates the automobile brand value. With German and Chinese automobile advertising slogans as the research object, this paper analyzes and compares the use of Chinese and English advertising slogans based on H. P. Grice's cooperative principle as the theoretical frame and summarize the inspiration and suggestion on Chinese advertisement design.
Keywords: the cooperative principle, Chinese and German automobile advertising slogan, comparative study
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