1。4 Methodology 4

Chapter Two: 4

Major Pragmatic Principles Underlying English Memes in We-Media Ads 4

2。1 General classification of English Memes in Chinese We-Media ads 4

2。1。1 English Memes with meaning and function remaining the same 4

2。1。2 English Memes with meaning enriched or syntactic functions reformed 4

2。1。3 Homophony—English Memes coined according to Chinese phonetic transcription 5

2。1。4 Analogy—English Memes derived from substituting certain parts of original pattern 5

2。1。5 Abbreviation—English Memes made by leaving out some of the letters 5

2。2 Presupposition & Vagueness 5

2。3 Cooperative Principle & Implicature 6

2。3。1 Maxim of Quantity 6

2。3。2 Maxim of Manner 6

2。4 Politeness Principle & Face-saving Theory 7

2。4。1 Tact Maxim 7

2。4。2 Sympathy Maxim 7

2。5 Code-switching 7

Chapter Three: Pragmatic Motivations for English Memes Popularizing in Chinese Ads Online 8

3。1 Comparison between traditional advertising and We-Media ads with English Memes 8

3。2 Pragmatic analysis of reasons for English Memes in Chinese We-Media ads 8

3。2。1 Enhancing Interestingness Function 9

3。2。2 Enhancing Emphasis Function 10From~优Y尔R论^文W网wWw.YoUeRw.com 加QQ7520.18766

3。2。3 Enhancing Persuasion Function 10

Chapter Four: Conclusion 11

References 12

Chapter One: Introduction

1。1 Background Information

Throughout thirty years’ development, there is a trend popularizing in the pragmatic researches home and abroad—to associate pragmatic research with native culture and social issues。 The recent decades have seen pragmatics striding on its way exploring how speakers “invoke meaning without expressing it literally” (Fromkin, 2009)。 With solid theoretical foundation laid by scholars like Grice, Thomas and Mey, current pragmatic researches are narrowing the gap between theoretical and functional aspects by focusing more on social issues and adopting holistic socio-pragmatic perspective。论文网

Advertising language has been a popular object for pragmatic researches in recent years。 It features typically as dynamic and complies with social trends。 The rising of We-Media is now playing its significant role in forming a brand-new style of advertising language—adding English Memes into Chinese ads。 Memetic phenomenon here particularly refers to English letters, words or phrases that reflect social issues and spread from person to person within Chinese culture via platform like Microblog and Wechat。 Abundant as previous pragmatic studies on advertising language since Rita Denny’s starting in 1988, the touch on analyzing English Memes in Chinese advertising on We-Media is quite inadequate。 

In this paper, I’m going to decode We-Media advertising with English Memes from revealing pragmatic principles underlying and exploring the essential motivations from socio-pragmatic perspective。