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本文是一篇英语毕业论文，本研究从象似性理论的角度探讨了华为手机中英文广告语篇的特点及其异同。从研究的主要发现可以看出，尽管两组样本都是广告语篇，但它们对不同的受众群体仍然采用不同的呈现策略。即使手机的功能相同，广告语篇在语言符号和图片符号的使用上也会有所不同。他们之间的差异主要是由文化和思维的差异造成的。为了迎合不同文化背景的受众群体，在广告设计过程中必须采用不同的语言策略。因此，本研究对于探索广告针对不同文化概念的文化群体所采取的设计策略，为广告语言的教学、学习和使用提供参考，具有一定的影响。

Chapter One   Introduction

1.1 Research Background

Saussure (1916) pointed out that linguistic signs are arbitrary in his Course in General Linguistics, which denotes that the relationship between the signifier and the signified is actually conventional, unmotivated and unarguable. This opinion once occupied the central position and dominated the linguistic circle for quite a long time and influenced all the views of traditional linguistics. However, with the continuous development of the studies on language cognition, this view has gradually encountered many challenges, among which the iconicity proposed by the famous philosopher Peirce (1932), who is also the founder of American pragmatism and semiotics, becomes the biggest challenge.

Iconicity is one of the main contents of cognitive linguistics research both at home and abroad. According to cognitive linguistics, language is the product of human cognitive activities, and the correspondence between language structure and human experience or conceptual structure is called iconicity (Wang, 2007). Thus, the iconicity theory of language actually reveals the correspondence between language form and its meaning, and holds the view that the relationship between signifier and signified of language is verifiable and motivated, which provides a new theoretical framework for the study and analysis of texts with different genres. There are a lot of justifications in language symbols. Symbols in advertising language, as symbols of expressing meaning and desire, have clear orientations and purposes as well. They have both realistic parts and abstract elements, which are strongly reflected by iconicity. Therefore, to some extent, the analysis of advertising language cannot be separated from the guidance of language iconicity. 

1.2 Research Purpose and Research Questions

This  study  is  aimed  to  reveal  how  iconicity  in  the  advertising  languages  of Huawei  cellphone  reflects  the  cognitive  relationship  between  signs  and  target expressions  from  the  aspects  of  imagic  iconicity  and  diagrammatic  iconicity,  and  to find out the similarities and differences between the two groups of ads in the iconicity characteristics  and  the  possible  influencing  factors,  as  well  as  to  reveal  the  different methods  and  strategies  adopted  by  advertisements  to  cater  to  cultural  groups  with different  cultural  concepts,  and  provide  some  references  for  teaching,  learning  and using of advertising language.

Based on the consideration of the research background and the research purpose, three research questions are as follows:

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