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Chapter One Introduction

1.1 Research Rationale
advertising plays a significant role in modern society, which not only provides consumers with information and brings c onvenience to them, but it also influences their behavior and changes th eir attitude at the sam e time. As a kind of special language and the life pivot of advertising, advertis ing language is of great significance to both advertisers and consumers. The previous studies on autom obile adverting language mainly concern either linguistic features or rhetorical devices, or some studies are made from the perspective of cognitive linguistics[1] or pragmatics, but the social nature of language is rarely taken into consideration. However, it is of great significance because language is both a social fact and cognitive fact (Geeraerts et al, 2010, p. 5). Moreover , language is the product of hum an’s interactive experience with outside world, so if we study language, we must ta ke social factors into account. Advertising is closely linked with our life, and automobile advertising language is created in real life. Hence, we cannot ignore the social feature of automobile advertising language. P rominence is one of the five dim ensions of construal, and human being has the ability to perceive focus and our attention will be attracted by those prominent featu res or elements of thing s. Conceptual blending theory was put forward by Fauconnier & T urner, and numerous studies have proved its explanatory power . However, we find that above theories are incapable of providing convincing explan ation for autom obile advertising language, but the integration of the social environm ent, prominence and con ceptual blending theory will make up its insufficiency. Therefore, this thesis constructs a SPB model to try to offer a new method for analysis of automobile advertising language.
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1.2 Research Objectives
This paper aims to study automobile advertising language from a socio-cognitive perspective. First of all, by taking automobile language as the study object, this paper further conducts a research on sociality of language from the perspective of cognitive sociolinguistics to figure out how social factors exert great influence on language. In the second place, as a carrier of information, advertising not only has influence on manufactures and advertisers, but also on consumers in modern society. Thus, this paper intends to find out the impact of advertising on consumers, and how automobile advertisers influence consum ers’ behavior and seduce them to buy the products by means of advertising. Last but not least, this paper tries to make a sense of consumers psychology, that is, w hat is their consumption concept? What kind of advertising do they prefer? Which factors influence their most when they plan to buy a car?
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Chapter Two Literature Review

We start this chapter with som e basic knowledge of advertising, its definition, classification, function and so on, which m ainly based on the previous studies of numerous scholars. The second part co