Abstract:This paper discusses the product descriptions in intercultural communication. Based on the import successful products in Chinese market, the author analyzes three of them in the following, and introduces the development of their descriptions in Chinese market. According to analysis of descriptions, three key elements in descriptions are put forward，they are providing information content, thinking of cultural empathy and knowing consumer psychology well. Together with these crucial elements, three types of pragmatic principles are utilized to explain why these descriptions are favored: Position Principle, Cooperative Principle, and Moderate Principle. Finally, the author summarizes a few useful findings and discussions in descriptions. They are concision and flexibility, unique and humanization and humor and art. 

Key words: product descriptions; intercultural communication; pragmatic principles

CONTENTS

摘要

Abstract

1. Introduction  1

2. Literature Review 1

3. Analytical Frameworks .2

  3.1 The Position Principle

  3.2 The Cooperative Principle

  3.3 The Moderate Principle

4.Methodology in Analysis and Key Elements in Descriptions 3

  4.1 Analysis on Successful Product Descriptions

  4.2 Key Elements and Pragmatic Principles in Descriptions

    4.2.1 Information Content

    4.2.2 Cultural Empathy

    4.2.3 Consumer Psychology

  4.3 Findings and Discussions

    4.3.1 Concision and Flexibility

    4.3.2 Unique and Humanization

4.3.3 Humor and Art

5.Conclusion 9

Bibliography 11

Acknowledgments  12