With the development of economy and the change of social culture, advertisements have penetrated our life slowly and done a lot to the commercial markets. Advertisements have often been analyzed in a stylistic way for its unique language style. But language is an important part, as well as a carrier, of culture. Advertising language, as other…

Lack of cultural awareness and insufficient cultural background knowledge directly obstruct students' learning competence in college English teaching. Therefore, it's of great importance to enhance students' cultural awareness and develop their background knowledge about the target culture. This paper intends to illustrate the influence of…

Either in the field of theoretical research of translation, or in the translation practice, there is a long dispute over the problem of translatability and untranslatability with a great number of scholars on both sides. An analysis will be made in this paper to focus on the problem of untranslatability between English and Chinese from…

Our country is a multi-ethnic country with plentiful national culture achievements, and the development of the national culture shows a trend of diversity, so cultural identity construction is particularly important. Article analyzes the concept of national identity, the relation between cultural identity and ethnic identity, the present situation…

This article discusses the importance of functional grammar and demonstrates its application to the teaching of reading among graded college students. Functional grammar holds that a discourse is composed of two levels: the interior level and the exterior level. Therefore, reading activities involve both linguistic elements and contexts.…

Pragmatic failure is the inability to understand what is meant by what is said, which can often lead to misunderstanding or confusion in cross-cultural communication. For this reason, the present article explores the contributing factors of pragmatic failure in China's ELT Classrooms. According to the exploration, the following factors are found…

The discussion and analysis focuses on the ways colonialist discourse, in this case Maugham's short story "Footprint in the Jungle," positioned the colonized natives into European colonialist socio-cultural hierarchy. This study examines Maugham's depictions of non-white communities--Malay, Chinese and Indian. Hence, we look at how this…

Reading in L1 shares numerous basic elements with reading in L2, and the processes also differ greatly. Intriguing questions involve whether there are two parallel cognitive processes at work, or whether there are processing strategies that accommodate both L1 and L2. This paper examines how reading in L1 is different from and similar to reading…

Foreign language teaching and learning is unlikely to be performed effectively without an appropriate understanding of its specific culture and the loss of intercultural awareness will lead to a negative influence on FLT. This article proposes the importance of cultural input in FLT, analyzes the factors of failure in cultivation of students'…

As we all know, different people hold different views about politeness. To be polite, Leech thinks you should follow "Politeness Principle" while Levinson suggests paying attention to others' "Face Wants". Sometimes what the Chinese people considered to be polite may not be true according to western culture. In order to…