Abstract As a new rising form, slogans of the car have already been popular in our daily life. In other words, slogans of the car are representation in this new age. The thesis points out that slogan of the cars is specific slogan which can be divided into polite, threaten, autophilia and self-mockery slogans in terms of functions of the slogans of the car are for safe warning, personality showing and reasons of the popularity of this kind of slogan are the popularity of the family car, the impact of new fashion and psychology of users. The structure of the slogan of the cars is a result of application of linguistic strategy which include pronunciation (rhyme,homophony and rhythm),vocabulary(borrowing other words or symbols such as new words,foreign words,symbols or hot words),grammar(sentence mode and patterns)and rhetoric(Rhetoric Case and feature). Field investigation is applied and 241 slogans of the cars in two of the biggest center in Chongqing are collected and then studied in the relating theory for social investigation contains the social awareness, comprehension and acceptance etc, on which lots of efforts are given to illustrate how persons in different age, gender and identity understand the slogans of the the efforts above contribute to the research of Chinese slogans using social inverstigation. At last, the thesis give advices on the irregular, abnormal, complicated usage of slogan of the cars which should be positive, healthy and correct and popular. Key words: slogan of the car; strategy of structure; investigation; correctness 目录 第 1 章 引言........................................................1 选题缘由.....................................................1 标语与车尾标语的研究现状.....................................1 标语的研究现状...........................................1 车尾标语的研究现状.......................................3 车尾标语的研究目的...........................................3
