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CHAPTER IILITERATURE REVIEW

Phonology, Lexicology and Syntax
Assonance can be described as the resemblance of sound, especially of the vowel sounds inwords, or the repetition of identical or similar vowel sounds, especially in stressed syllables, with changes in the intervening consonants. For example, "Spend a dime，Save your time", the assonanceof the vowel sound /ai/ are in the "dime and time". In terms of traditional lexicology, there are distinctive categories of words, types of wordformation and meanings of words.Classification of wordsWords can be classified into grammatical words and lexical words. Grammatical words areused to construct phrase, clause, group, or even text. For instance, prepositions, pronouns, articles,and conjunctions are grammatical words. Lexical words refer to substance, quality and action. Forexample，nouns, verbs, adjectives and adverbs are lexical words. Lexical words cany The maincontent of a language always appears in lexical words. And grammatical words are employed to linktogether different content parts. Therefore, lexical words are also called content words andgrammatical words are known as function words (Hu，2006).
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Intercultural CommunicationCulture
Culture owns many definitions. According to the statistics, there are more than 250definitions by the end of 1996, Scholars have studied culture in different perspectives, such associology, anthropology, and linguistics. In the thesis，three of the definitions are preferred;From a broad sense, "culture is a system of shared beliefs，values，customs, behaviors andmaterial objects that the members of a society use to cope with their world and with one another"according to Bates & Fratkin (Bates & Fratkin, 1999:5). From a narrow sense, "culture is a complex whole which includes knowledge, beliefs，arts,morals, laws, customs, and other capabilities and habits acquired by men as members of society"according to E.B Taylor who was called ”the father of culture" (Hu，1998).Another definition is from the linguistic perspective, "culture is a shared meaning system,found among those who speak a particular language dialect, during a specific historic period, and ina definable geographic region". It is given by Harry Triandis (Samovar & Porter, 2003:19).From above, we can know that culture has a tremendous impact on people. It not only createsthe patterns of people's thought, but also affects the way we act; the way people cope with the worldand the way people communicate with other people from the same or different cultures.
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Chapter III: Methodology....... 15
The Methods....... 15
The Subjects....... 15
The Instrument.......16
Research Procedures....... 17
Summary yjChapter IV: Findings .......18
Linguistic Characteristics of the English Promotion Slogans....... 18
The Effectiveness of Each English Promotion Slogan....... 25
Summaty .......50
Chapter V: Reflections.......52
A Summary of the Study....... 52
Discussions....... 52

CHAPTER IVFINDINGS

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