汉英广告语篇中的文化预设分析

Analysis on Cultural Presupposition in Chinese-English Advertisements

以汉英广告英文为文本,试图通过文化预设的视角,来分析其内在的特征以及性质。希望通过广告语篇中的六个文化预设维度,即:习俗、委婉、常识、词汇、修辞、心理来探究如何采用文化预设机制,有效地对含有文化信息的汉英广告语篇进行编码及解码,从而使广告话语在全球化背景下为受众所理解与解读。

with the perspective of cultural presupposition,the author analyzed the features and natures of the advertisement discourse. By the six dimensions of cultural presupposition,that is,Customs,euphemism,common sense,vocabulary,rhetoric,psychology,the author explored how to utilize the cultural presupposition and how to encode and decode Chinese and English advertising texts containing cultural information,so that the advertising discourse could be better understood and interpreted in background of globalization.