On Reflection of Sino-US Advertising Language from the Perspective of Cultural Difference
Abstract
With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertisements have become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture, influenced by culture, and carries and reflects culture. Meanwhile, language is a specific carrier of ads and is one of an important form of expression. Therefore, my paper is to study Chinese and American cultures comparatively through advertising language. This paper, first, analyzes the relationship between advertising language and culture. It lists some examples about TV advertisement and the outdoor advertisement, which are very important, lively and interesting to help you understand American culture and develop your communicative abilities, to contrast the features between American advertising language and Chinese advertising language. Then, it discusses the advertising language reflecting the differences of Chinese and American cultures in three levels: Sino-US cultural background, difference perspectives of sex and contrasting different modes of thinking.
Key Words: advertising language; features; cultural background; difference
摘 要
隨着全球政治、經濟1體化的發展，國內外經濟、文化的交流日益頻繁。廣告，作爲1種特殊的文化載體，已經成爲不同國家的`人們開展文化傳播與交流的重要工具。況且，廣告還是文化的重要組成部分，受文化的影響，又承載並反映着文化。同時，語言則是實現廣告的特定載體和具體表現形式之1。因此，論文是透過廣告語言來對比研究中美文化的。本文首先，分析了廣告語言和文化的關係，舉了1系列的重要、生動、有趣的而且能助你理解美國文化和提高你的交流能力的電視廣告和戶外廣告的例子來比較中美廣告的特點差異。然後，從3個方面討論廣告用語反映中美文化的差異,即: 中美文化背景，不同的性觀念和思維模式的差異。
關鍵詞：廣告語、特點、文化背景、差異
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