The purpose of this study, from a cross-cultural perspective, explores how foreign companies re-Elect local cultural values and linguistic features in China to attract Chinese consumers. In order to achievethis purpose, the author has collected more than 40 typical advertisement samples by foreign companies in China from TV, magazines and websites and adopted qualitative approach to analyze them. As a result, general rules are revealed. Results of the present study illustrate that the advertisements by foreign companiesin China mostly reflect the traditional Chinese cultural values. In order to attract more Chinese customers,the brands of the advertisements and the lexical, syntactical, rhetorical features of language and aesthetics inadvertisements are in accordance with the traditional Chinese cultures and Chinese idiomatic expressions.
展开▼
