Proceedings of the 2024 2nd International Conference on Language, Innovative Education and Cultural Communication (CLEC 2024)

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Intercultural Isotopy Analysis of the German and Chinese BMW Advertisement

Authors
Lu Gan1, *
1Institute of German Linguistics, Philipps-University Marburg, Marburg, Germany
*Corresponding author. Email: gan.lu@hotmail.com
Corresponding Author
Lu Gan
Available Online 3 July 2024.
DOI
10.2991/978-2-38476-263-7_22How to use a DOI?
Keywords
textlinguistics; intercultural analysis; isotopy; advertisement
Abstract

This research investigates the comparison between German and Chinese BMW advertisements, employing the isotopy analysis method within the framework of textlinguistics. The result revealed a shared characteristic in both German and Chinese automobile advertisements, namely the strategic selection of some isotopys, such as brand names and functionalities. Moreover, we noticed differences in the themes of these ads, with Chinese ads focusing on specialization and interior aspects, while German ads emphasize technological expertise and design elements. This difference can be attributed to that ad writers want to align with their respective cultural contexts, thereby enhancing the marketing effectiveness.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 2nd International Conference on Language, Innovative Education and Cultural Communication (CLEC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
3 July 2024
ISBN
10.2991/978-2-38476-263-7_22
ISSN
2352-5398
DOI
10.2991/978-2-38476-263-7_22How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lu Gan
PY  - 2024
DA  - 2024/07/03
TI  - Intercultural Isotopy Analysis of the German and Chinese BMW Advertisement
BT  - Proceedings of the 2024 2nd International Conference on Language, Innovative Education and Cultural Communication (CLEC 2024)
PB  - Atlantis Press
SP  - 161
EP  - 166
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-263-7_22
DO  - 10.2991/978-2-38476-263-7_22
ID  - Gan2024
ER  -