With the development of social economy，advertising has penetrated into every aspect of the society, becoming an indispensable component of people’s everyday life. Wherever people go，they can see，hear or even touch the existence of the advertisements. Advertising has become an important activity in the global-economic time. According to AMA (American Marketing Association), advertising is defined as “the non-personal communication usually paid for and persuasive in nature about products, services of ideas by identified sponsors through the various media” (Zhao Jing, 1992:1). The purpose of advertising is to persuade and win the favor of potential consumers. Thus a piece of successful advertisement should be persuasive and attractive in order to achieve its aim smoothly. To win the attraction of consumers, the advertisers have to try their best to use the power of language (here is about advertising English) when they design a piece of wonderful advertisement. Therefore, many scholars (Leech, 1966; Barthes, 1984; Vestergaard & Schroder, 1985; Keiko Tanaka, 1994; Li Zhongxing, 1988; Fan Yagang, 2017; Huang Guowen, 2017; Han Chunhui, 2017; etc.) have done a lot of researches into advertising language from different perspectives so as to find out the attributes of advertising language and shed lights on advertising producing and understanding. However, all these researches pay attention to the language itself. Few of them apply a complete theory. 随着经济社会的发展，广告已经渗透到社会的各个方面，成为人们日常生活不可或缺的组成部分。人去的地方，他们可以看到，听到，甚至触摸广告的存在。广告已经成为全球经济的一项重要活动。根据AMA （美国市场营销协会） ，广告被定义为“非个人通信通常支付的和有说服力的性质有关的产品，英语毕业论文，英语毕业论文，服务通过各种媒体” （赵菁， 1992:1 ）确定的赞助商的想法。广告的目的是为了说服并赢得潜在消费者的青睐。因此，一个成功的广告片应该是有说服力的和有吸引力的，为了顺利实现其目标。要赢得消费者的吸引力，广告必须尽力使用语言的力量（这里是对于广告英语），当他们设计了一个精彩的广告片。因此，许多学者（水蛭， 1966年，巴特，1984年，韦斯特和施罗德，1985年，田中惠子，1994年， 1988年中兴，范压筻，2017年，黄国文，2017年，汉族， 2017年春晖等）都做了很多成广告语，从不同的角度探讨，找出广告语的属性，棚灯，广告制作和理解。然而，所有这些探讨注重语言本身。他们中很少有人申请一个完整的理论。 As an important part of linguistics, context theory is paid more and more attentions in recent years. The studies about context theory can be classified into the following aspects: firstly, the study of context theory itself. Many scholars focus on the theory of context such as Malinowski, the first man who puts forward the concept of context, Firth’s (1957) context of situation, Halliday’s (1976) register theory,Hymes’ (1974) SPEAKING formula and Pei Wen’s (2017), Hu Zhuanglin’s(2017)studies on context; secondly, the studies on the application of context theory to translation such as Wang Yanqing(2017), Xie Caihong(2017), Yu Bifang(2017), and so on; thirdly, the studies on the application to language teaching such as Li Zhe (2017), and Mi Weiwen(2017), Zhang Caiyun (2017),and so on. Context exists in the process of language using. Advertising is one of the means of language using. However, few of the studies mentioned above talk about the application of context to advertising language.作为语言学的重要组成部分，支付语境理论近年来越来越多的关注。有关上下文理论的探讨可以分为以下几个方面：首先，探讨的语境理论本身。许多学者如马林诺夫斯基，第一个男人谁把着上下文的概念的内容理论，弗斯（1957）范围内的情况，韩礼德（1976）寄存器理论，海姆斯“ （1974）口试公式和裴温家宝（2017年） ，胡壮麟的（2017）的探讨上下文;其次，在探讨运用上下文理论翻译如王延庆（2017年） ，谢市彩虹（2017） ，于碧芳（2017年） ，等等;第三，在探讨语言教学上的运用，如李喆（2017） ，和：宓委温（ 2017） ，张彩云（2017年） ，等等。背景信息存在的过程中使用的语言。广告是语言使用的手段之一。然而，很少有上面提到的探讨运用上下文广告语谈。The purpose of advertising is to persuade the consumers to buy. But firstly it must let the consumers know clearly about the products or services, which needs accurate expressions. While one of the |
