民国时期外商月份牌广告话语的本土化分析

Indigenization of Calendar Advertisement Discourse of Foreign Enterprises in the Republic of China

为揭示民国时期外商月份牌广告话语的本土化策略,基于语用学视角,探析外商企业如何在月份牌广告语中融入目标市场的本土元素,以弥合中西文化差异;提出外商企业在月份牌广告中注重广告语言的本土化,尊重民族价值观念,把握受众心理诉求,顺应社会民俗风情,倡导新兴消费方式,以达到较好的推销效果。研究结论对民国时期商业广告语言的研究进行了一定的拓展和完善。

Based on the perspective of pragmatics,this paper analyzes approaches of foreign enterprises to integrating local elements in calendar advertisement discourse and bridging differences between Chinese and western cultures in order to reveal its strategies of indigenization in calendar advertisement discourse in the Republic of China.It is concluded that foreign enterprises attach great importance to the indigenization of advertisement discourse,respect Chinese national values,grip the need of public’s psychological appeals,adapt to social folk customs and advocate emerging consumption patterns so as to achieve preferable sales promotion.The conclusion of the study expands and improves the study of commercial advertising language in the Republic of China.