中英文化差异对广告解读的影响文档格式.docx

中英文化差异对广告解读的影响文档格式.docx

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差异；

解读；

OnInfluenceofCulturalDifferencesonUnderstandingEnglishandChineseAdvertisements

Abstract

Advertisements,aformofcultureasacommunity,allthetimereflecttheuniquecultureandnationality.AndWesternadvertisinginordertofurtherdevelopmentoftheneedistoachievebetweencross-culturalandforeignadvertisingandintegrationbetweencrossandintegrationthroughthis,today'

sChineseandEnglishadvertisingofseekingcommongroundwhilereservingdifferences,anddifferentrealm.Advertisementsastheproductofculture,canshowmoredirectlytotherelationshipofculture,soadvertisingisahastherichculturecolourandtimecharacteristicsformofart.Becausetheglobaleconomyintegration,isinvolvedalotofadvertisingcultureknowledge.Sincethepurposeofadvertisinglanguageisdeceivedtargetconsumersbuytheirproductsorservices,sofullyunderstandthedifferencesbetweenchineseandwesternculturebecameanimportanttask.

Keywords:

ChineseandEnglishadvertisingcultureDifferenceInterpretation

Contents

摘要……………………………………………………………………….………..I

Abstract………………………………………………………………………….…II

CHAPTERIIntroduction…………………………………………………………..1

1.1Theresearchpurposes……………………………………..……………..1

1.2TheSignificance……………………………………………………….….1

1.3Theimportanceofresearch……………………………………………….1

1.4Thestructuralarrangements………………………………………………1

CHAPTERIIChineseandEnglishCulturalDifferences…….………………...…..3

2.1Thedefinitionofculture………………..…………………………………3

2.2ChineseandEnglishculturaldifferences…………………………………3

2.2.1culturaldifferencesinthinkingmodesofthings……........…………3

2.2.2culturaldifferencesincolor……….…….………………………..…3

2.2.3Culturaldifferencesinnumbers……………………………..………4

CHAPTERIIICulturaldifferencesoftheinterpretationoftheadvertisements…..5

3.1Culturalconnotationdifferences…………………………………...……..5

3.2Valueorientationdifferences………………………………………...……6

3.3Aestheticsdifferences…………………………………………..……..…..6

3.4Wayofthinkingdifferences……………………………………………….7

3.5Religiousdifferences………………………………………………..….…8

CHAPTERIVHowtobetterdealwithculturaldifferences………………...……..9

4.1Notethattheconversionoftheculturalconnotations……...……………..9

4.2Notethattheconversionofrhetoricaldevices………………………..…10

4.3Notethattheconversionofwordorder……….…………………..……..10

4.4Payattentiontotheadvertisinglanguagecharacteristicsofwords……...11

CHAPTERVConclusion…………………..………….…………………….……13

Acknowledgements…………………..……………………………………….…..15

WorkCited…………………………………………………………………….…..16

CHAPTERIIntroduction

1.1Theresearchpurposes

Inthispaper,theculturaldifferencesbetweenEnglishandChinesetointerprettheinfluenceoftheadvertisementisdiscussed,andrevealstheadvertisementsincollectivismandindividualism,concretethinkingandtheabstractthinking,directexpressionandsubtleexpression,etcreflectedculturaldifferences.Ithasproposedabetterapproachfromtheperspectiveofculturaldifferences.

1.2Thesignificance

Eachnation,thestatehasitsownuniqueculture,thegrowingimpactofthewaveofglobalization,theworld'

sdiverseculturallandscapeisundergoingcollisionandfusionofChineseandforeignadvertisingcultureisnodifferent.ToHuitongspiritofadheringtothetraditionalChineseculture,toseekcommongroundwhilereservingdifferences,andcommondevelopment,thedevelopmentofadvertisingculturederivedmanifestations,expression,andimplicatureinwhichthedeepculturalthinking,horizontalalignment,researchwillundoubtedlysignificanceofsomeguidanceandhelppushthedevelopmentofcontemporaryChineseadvertisingart.Cultureembodiesthewisdomandabilityofanation,reflectedtheoriginalityandsimplicityofthenation,decoratedwiththespiritandlifeofthepeople.

1.3Theimportanceofresearch

Withthedevelopmentofeconomicglobalization,cross-culturalcommercialactivitiesincreased,advertisingforthegoodssellandtheestablishmentofbrandreputationisbecomingmoreandmoreimportant.But,intheculturaldifferencesbetweentheadvertisingreadingthroughoutinfluencingthestandorfallofadvertisingtranslationandtheeffectofadvertising,therefore,neednotonlyhaveasolidfoundationoflanguage,mustalsohasadeepunderstandingofculture.

1.4Thestructuralarrangements

Thisarticleisdividedintofiveparts,firstintroducedthesignificanceandimportanceofthepurposeofthestudy,followedbyabriefintroductionwherethedefinitionofcultureandtheSino-Britishculturaldifferencesmakeinterpretatio.ThethirdchapterexplorestheperspectiveofcultureandWesternadvertisinglanguage,thecontrastinbetweenindividualismandcollectivism,concretethinkingandabstractthinking,directexpressionandsubtleexpressionoftheSino-Britishculturaldifferencesreflected.Thechapterfourdiscusseshowtobetterdealwithculturaldifferencesfortheinterpretationoftheinfluenceofadvertising,theadvertisingtheimpact.Thelastchaptersummarizesthefulltext.

CHAPTERIIChineseandEnglishCulturalDifferences

2.1Thedefinitionofculture

Cultureisaverybroadconcept,togiveitastrictandprecisedefinitionisaverydifficultthing.Manyphilosophers,sociologists,anthropologists,historiansandlinguistshavebeenworkinghard,tryingtodefinetheconceptofculturefromtheperspectiveoftheirrespectivedisciplines.However,todatestillnotrecognizedasasatisfactorydefinition.Accordingtostatistics,thereisatleast200differentdefinitionsof"

culture"

.Generallyspeaking,cultureisasocialphenomenon,istocreatelong-termformationoftheproduct.Butitisalsoahistoricalphenomenonistheaccumulationofsocialandhistoricalmatter.Rather,culturereferstoacountryoranation'

shistory,geography,customs,traditionsandcustoms,lifestyle,literaryarts,behavioralnorms,waysofthinking,valuesandsoon.

2.2ChineseandEnglishculturaldifferences

2.2.1Culturaldifferencesinthinkingmodesofthings

Asweallknow,intheWesternmythsandlegends,thedragon,notthepeople'

smindsauspiciousanimals,butthatevilmonster.IntheMiddleAges,dragonisasymbolofevil,thebiblicalstoryofthedevilSatanisconsideredtobethegreatdragon.Therefore,the"

Dragon"

inassociationwiththeChinesepeopleintheEnglish-speakingcountriesamongcompletelydifferent.Thus,Westernerscalled"

AsianTigers"

ofEastAsiaSouthKorea,Taiwan,China,HongKong,ChinaandSingapore,fourmoreeconomicallydevelopedcountriesandregions,willbetranslatedintoFourAsianDragons,Iamafraidtobeillconceived.SomeonewilltranslateintoFourAsianTigers,whichisagoodculturalinformationpeer.

2.2.2Culturaldifferencesincolor

Understandingofdifferentculturesofpeopleincoloraresimilar,buttheyfeelforavarietyofcolorsmaybedifferent,evenopposite,thereasonisthatthecountry'

sgeographicallocation,historicalandculturalbackgroundandcustoms.

Forexample:

blueintheEnglish-speakingcountrieshaveamelancholymeaning,theUnitedStatesblueMonday,referstoabadmoodMonday.BlueskyinEnglishmeans"

novalue"

.However,theblueintheheartsofChinesepeopleisgenerallynotcausedby"

depression"

or"

unlucky"

association.

Ofcourse,world-renownedbrand"

Bluebird"

carisaspecialcase,itisnotasadbirdcar.bluebirdbluewarblerisproducedinNorthAmerica,anditsculturalmeaningof"

happiness"

So,whentheEnglish-speakingcountriestodrivethecaroftheBlueBirdbrand,theculturalorientationoftheheartsof"

happy"

.

2.2.3Culturaldifferencesinnumbers

Intraditionalchineseculture,"

Nine"

and"

long"

homonym,"

isoftenusedtorepresentthe"

means.Forexample,inthehistoryofourcountry,theemperorworship"

nine"

hopeitslong-termstabilityoftheworld.Shanghaiproductionof"

ThreeGun"

brandunderwear,brand-nameproducts,translatedintoThreeGuns.IftheThreeGunsbrandunderwearexportstoJapan,ColombiaandNorthAfricaregionwillbewelcomedbyconsumers,saidthe"

positive"

means"

three"

inthesecountries.

CHAPTERIIIChineseandEnglishculturaldifferencesoftheinterpretationoftheinfluenceofadvertisements

Fromthecharacteristicsofthelanguageofadvertisementtosee,ChineseadvertisingandallhaveEnglishadvertisementsinplain,popularenough,innovation,increaseattractionandspellingpointedetc.Chineseadvertisingisthroughthesyllablestooverlap,Englishadvertisingisintendedtofamiliarwordspellwrong,oraddnewwordsandShengZaosuffixbefore;

Chinese-englishadvertisingastransformationofphrasesentence.Chinese-englishadvertisinguseforeignwords,satisfypeople'

spsychology.Intermsofformallrepresenttherhythmicbeautyandrhetoricalbeauty.Twodifferentlanguages,deepreflectchinese-englishnationaldifferentwayofthinking,culturalbackgroundanddifferentphilosophyeastandwest.

3.1Culturalconnotationdifferences

Successfuladvertisingoftenisnotonlytodobusiness,insteadittotheirownbusinessmotivationandcommercialpropertiesofculturalconnotationofcleverlyhidden.Firstofall,advertisingadvocateculturaleffect,useofadvertisingculturepsychology,namelytheimportanceistothenationhistoricalculture,respectingandadmiringtheConfucianculturesages."

Con