1Introduction1.1BackgroundWiththedevelopmentofeconomyandblossomofmarketing,advertisingasagoodapproachtodisseminateinformationandpublicizeproductshaspenetratedintoeveryaspectofpeople’slife.NomatteryouareathomewatchingTV,walkingdownthestreet,turningonthecomputertosurftheinternet,listeningtotheradioatdriveorevenreadingnewspapersquietly,youareexposedtodifferentkindsofadvertisements.Alsoasalanguagephenomenon,advertisementshavearousedgreatinterestsoflinguiststodoresearchesfromdifferentperspectives.Formerresearchesaremainlyfocusedonexternalformsofadvertisements,analyzingthecharacteristics,functionsandtranslationsfromlexical,syntacticorsemanticangles.Metaphorasanimportantandwidelyuseddevicetoconstructadvertisementsdiscoursehasalsobeenelaborated,butmostlyisregardedasafigureofspeech,anornamentaldeviceinrhetoricalstyletomakethediscoursemorevivid.Instead,Wecananalyzethemetaphorfromtheangleoflanguageprincipletofindsomethingthatwe’venevernoticed.1.2SignificanceBasedonthetheoriesoflinguisticsandadvertising,thischaptersummarizesthedifferentlanguageprinciplesandbasicfeaturesofautomobileadvertisinglanguage,andanalyzesthemainprinciplesofautomobileadvertisinglanguageinlanguageapplication.2LiteratureReview2.1StudiesAbroadHall,TheAmericanscholardefinesthecontextas"theinformationthatsurroundsanevent;Itisinextricablyboundup."Hefurtherpointsoutthatanythingcanbegivenhigh,mediumorlowcontextfeatures.WecanknowfromhispointsthatdifferentfromAsia,AfricaandLatinAmerica,peopleoftheUnitedStates,Britain,Germanyandotherregionsofthelivingareaisrelativelyloose,sothecommunicationinformationmustbepassedthroughclearlanguagetomakethecommunicationproceedsmoothly.JudithWilliamsonemphasizestheimportanceofcontextintheresearchofadvertisinglanguage,Hebelievesthattheunderstandingofadvertisinglanguageisnotonlyasimpledecoding,butratheranappropriatecontactwiththeaudience.Heregardsadvertisinglanguageastheverbalbehavior,andthinksthatonlywhenitmeetscertainconditionscantheadvertisingeffectbeachieved.Sowecaninferthatintheadvertisement,theadvertiserneedtofollowcertaincontextprinciplestomakeupfortheseculturaldifferences.SamovarandPorterdefinedcontextastheformofculturaladaptationtoacertainbackgroundorenvironment.Theyconcludedthatlanguageandcontextareinterrelated.Theuseoflanguageisrestrictedbythecontextinacertaincontext.AccordingtoChannell'sexplanationaboutfuzzylanguageresearchtheoryandresearchmethod,Wecandividethevaguelanguageintonouns,verbs,adjectives,adverbsandquantitativewordsaccordingtotheirpartofspeech.IcollectmyEnglishcaradvertisementsandfindthatbecauseautomobileEnglishadvertisementsaremoreinclinedtoadvertisethemainbodyofthecar,sotheuseofthefuzzylanguageisalwaysnounandadjective.TheprincipleofcooperationwasproposedbythepragmatistGricein1967.Hesupposedthatwhenpeoplecommunicatewitheachother,thetwosidesneedtofollowacertainprinciple.Oneofthemostimportantfunctionsofadvertisingistoprovidethegood’sinformationasmuchaspossibletotheconsumer.Thespreadofadvertisingispurposeful,andatthesametimemutuallybeneficialandwin-win.Themutualbenefitnaturedecidetheadvertisinglanguagemustfollowtheprinciplesofcooperation.ThesixpolitenessprinciplesputforwardbyLeechhaveaclearerunderstandingofthepragmaticfunctionsofadvertisingIndirectDirectives.TheyareTactmaxim,Generositymaxim,Approbationmaxim,Modestymaxim,Agreementmaxim,andmaxim.InthelatenineteenthCe...
