中英商业促销言语对比研究

A Contrastive Study of Promotion Language in Chinese and in English

Abstract

With the development of economic globalization, the market competition becomes more and more intensive. Promotion has become an important way for enterprises management. The promotion language refers to the language used in sales. It is used by many enterprises to increase its sales. As a result of different levels of economic development and various cultural backgrounds, the use of different promotion languages makes different effects. Cultural background, economy, history and different thoughts do affect promotion language. Based on E.B. Taylor’s theory about the definition of culture, and Benjamin Whorf’s theory about the relationship of language to culture, this thesis analyzes differences of promotion language in Chinese and English and different ways of using promotion language by contrast，and comes to a conclusion that different promotion language should be used in different environment by summarizing rules of using it properly, which will be helpful to learn the application of the promotion language.

Key Words: sales promotion;  commercial shopping;  culture;  marketing;
comparing

摘  要

随着经济全球化的发展，市场竞争日趋激烈,促销已成为企业经营的1项重要方式。促销语言是指在商品销售活动中使用的语言文字,它是广告活动与语言相结合的产物。由于经济发展水平和文化背景的不同,不同促销语言的使用也产生了不同的效果。本文以前人的研究为基础来进行研究。如语言学家托勒对文化的定义理论，以及本杰明对语言与文化的关系研究理论等。文化背景、经济、历史和思维方式等不同因素对促销语言产生了重要的影响。本文通过对比的方法来分析中英促销语言中存在的差异，以及分析产生差异的原因，从而得出结论，不同的环境中必须使用不同的促销语言。同时文章中总结了合理使用促销语言的规则。本文的研究结论有助于加深对促销语言的本质认识以及对促销语言的合理应用。

关键词：促销、商业购物、文化、市场营销、对比

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