Comparison of Vocabulary in Chinese and English Advertising Language*

Abstract

As the combination of advertising and language, Chinese advertising language and English advertising language have many similarities and differences in vocabulary expression. This paper holds that there are significant differences and similarities in the creation of new words, the use of exotic vocabulary, the use of abbreviations and the use of new words in Chinese and English advertising language. Recognizing this will help the Chinese and English advertising language make good use of vocabulary features to make the creation and publicity in foreign countries, better adapt to the language, culture and living habits of the target country, and attract the attention of consumers, so as to achieve the purpose of liking and purchasing goods and services. Keywords—advertising language; vocabulary; comparison