The inffuence of English slang usage in social media advertising on campaign virality and youth appeal
Yurui Zhong
Xi'an Fanyi University
DOI: https://doi.org/10.59429/esta.v12i4.12665
Keywords: English slang; social media advertising; pragmatic competence; cross-cultural language application; real context language analysis
Abstract
This paper shifts the research focus from marketing demand to language learning demand, exploring the signiffcant value of English slang in social media advertising for improving learners' pragmatic competence, cross-cultural language application ability, and ability to analyze language in real contexts. Through a comprehensive analysis of various social media advertising campaigns, linguistic theoretical frameworks, and language learning-related studies, it reveals how the strategic use of English slang in advertising can serve as a valuable teaching resource to enhance learners' language skills. The ffndings suggest that in-depth analysis of slang-infused ads can help learners understand the pragmatic functions of slang, grasp cross-cultural language usage rules, and improve their ability to interpret language in real communication scenarios. These are crucial factors for promoting effective language learning and avoiding cross-cultural pragmatic failures.
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