中美广告语篇中“软卖”与“硬卖”手段解码分析

Decoding of the "Soft Sell" and "Hard Sell" Means Applied in Chinese and American Advertising

"硬卖"(理性诉求)与"软卖"(情感诉求)是广告语篇的两种基本表现手段。这两种技巧的运用比例随着不同的文化和生活、社会经济等因素而改变。通过对中美两国广告的解码分析,有助于更好地了解不同广告技巧在不同国家文化背景下的应用状况和其深层的社会、认知以及文化内涵。

The＂hard sell＂（rational appeal）and the＂soft sell＂（emotional appeal）are two basic representational means in the advertising discourse.How they are applied varies,depending on such factors as culturesl,ife,and socio-economy.The decoding of the Chinese and American advertising contributes to a better understanding of the use of different advertising techniques in different countries and cultural backgrounds,as well as its deep-rooted social,cognitive and cultural connotations.