中西广告语言差异的对比研究.docx

中西广告语言差异的对比研究.docx

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中西广告语言差异的对比研究

AStudyoftheDifferentLinguisticFeaturesbetweenChineseandWesternAdvertising

中西广告语言差异的对比研究

Contents

Abstract..............................................................................................................................2

Introduction…………………………..…………………………………...…………..…3

1.TheoreticalDefinitionandtheRelevanceoftheResearch….................……………3

1.2ValueofAdvertising……………………………………………………..….....…..4

2.LinguisticFeaturesofAdvertising……………………..….....……………….………6

2.2SyntacticalFeatures………………….…………………………………...…....….8

3.CulturalDifferencesbetweenChineseandWesternAdvertising.........……………11

3.1DifferentPhilosophyConcept….................………………………………….....12

3.2DifferentCulturalAtmosphere……..……………...................……....…….........12

3.3DifferentGenderImage…………………...………………………….........….…13

3.4DifferentCustoms………………………………..………………….…………...13

摘　要

随着经济的快速发展，大量的国外产品涌入中国市场，并与国产产品进行竞争。

因此，我们不仅需要改变对外贸易方式，还应积极努力地扩大对外市场规模。

在这样的全球经济一体的大环境下，我们有必要关注和探讨英语广告。

本文从广告的语言和艺术等各个角度对广告语的特征进行深入研究。

本文使用了定性研究和定量研究的语言分析法，并利用大量例子去论证广告的各个方面在构成整体结构中的作用。

根据文化的产生和广告的背景，文化与广告语言之间的关系也将在本文中讨论。

本文的目的是研究中国和西方广告的语言特征并从文化的角度来分析，试图在词汇、句法和语篇层面上考察这些特征，使其对广告学家和语言学者带来帮助。

一言以蔽之，中西广告语言存在着相同点，也有差异化的特征，我们应该学习各自的优点，相互补充，相互影响和融合。

关键词英语广告；语言特点；文化

Abstract

Withtherapiddevelopmentofeconomy,lotsofoffshoreproductsswarmintoChinesemarket,contemporarycompetewithinlandproducts.Therefore,wenotonlyneedtochangethemodeofforeigntrade,butalsoactiveeffortstoexpandforeignmarket.Inthisenvironmentofglobaleconomicintegration,weneedtofocusonadvertisinganddiscussioninEnglishadvertising.Thisstudypresentsananalyticalfromallanglesandlanguageartsadvertisingsloganonthecharacteristicsofin-depthstudy.Thisarticleusesqualitativeandquantitativeresearchmethodsoflinguisticanalysis,anduseplentyofexamplestodemonstratethevariousaspectsoftheroleofadvertisingintheintegralstructure.Accordingtobackgroundculturalproductionandadvertising,therelationshipbetweencultureandlanguageoftheadwillalsobediscussedinthisarticle.PurposeofthispaperistostudythecharacteristicsofChineselanguageandculturefromtheWestandtheadvertisingperspective,tryingtoexaminethesefeaturesonthelexical,syntacticandtextuallevel,sothatadvertisingexpertsandlinguistshelp.Inshort,thereisaWesternadvertisinglanguagesimilarities,therearedifferencesofcharacteristics,weshouldlearntheirrespectiveadvantagesandcomplementeachother,mutualinfluenceandintegration.Firstofall,theessenceofWesterncultureandlanguageadvertisingspecialtiesshouldbeabsorbed.Secondly,thetraditionallanguageandcultureandmodernWesternpopularcultureshouldbeorganicallyadvertisinglanguageandculturalintegration.Third,thetraditionalcultureshouldadapttothedevelopmentofmodernadvertising,continuousdevelopmentinordertopromoteinternationalexchange,thusspeedinguptheprocessofinternationalizationofChineseculture.

[Keywords]Englishadvertising;linguisticfeatures;culture

Introduction

Weliveinaworldofadvertisements.Thousandsofdailyadvertisinginfluencesourlives.Ontheonehand,theymeanbythevariousmediaproductsandservices,ontheotherhand,theyplayareallysignificantandincomparableroleinimpactingpeople’scustoms,habits,andculturalbeauty-appreciation.Itliesinthepowerofmagicbetweenthelines.Advertisingisaspecialformofliterature,itbecomesanimportantwaytospreadideas,showingthecharacteristicsofaseriesofuniquelinguistic

Advertisingnotonlyisawayofpropagandizingandtransmittinginformation,butalsohasbecomeaglobalformofcommunication.Asaspecificcareerofadvertisements,thelanguagecanexpresstheideasbyprint,radio,TV,orInternet.Excellentadvertisementsneedthesupportofgoodadvertisinglanguage,andthefeaturesofEnglishadvertisementshavegreatinstructiveandpracticalsignificance.AstudyofthecharacteristicsofEnglishadvertisinglanguagefromthelexicalanalysis,andstudiesabouttherhetorical,grammatical,pragmaticaspectsofEnglishadvertisinglanguage.

AlargenumberofforeignswarmintotheChinesemarket,andcompetitionwithdomesticproducts.Therefore,wenotonlyneedtochangethemodeofforeigntrade,butalsoactiveeffortstoexpandforeignmarket.Inthisenvironmentofglobaleconomicintegration,weneedtofocusonadvertisinganddiscussioninEnglishadvertising.

Thisstudypresentsananalyticalfromallanglesandlanguageartsadvertisingsloganonthecharacteristicsofin-depthstudy.Thisarticleusesqualitativeandquantitativeresearchmethodsoflinguisticanalysis,anduseplentyofexamplestodemonstratethevariousaspectsoftheroleofadvertisingintheintegralstructure.Accordingtobackgroundculturalproductionandadvertising,therelationshipbetweencultureandlanguageoftheadwillalsobediscussedinthisarticle.PurposeofthispaperistostudythecharacteristicsofChineselanguageandculturefromtheWestandtheadvertisingperspective,tryingtoexaminethesefeaturesonthelexical,syntacticandtextuallevel,sothatadvertisingexpertsandlinguistshelp.Inshort,thereisaWesternadvertisinglanguagesimilarities,therearedifferencesofcharacteristics,weshouldlearntheirrespectiveadvantagesandcomplementeachother,mutualinfluenceandintegration.Firstofall,theessenceofWesterncultureandlanguageadvertisingspecialtiesshouldbeabsorbed.Secondly,thetraditionallanguageandcultureandmodernWesternpopularcultureshouldbeorganicallyadvertisinglanguageandculturalintegration.Third,thetraditionalcultureshouldadapttothedevelopmentofmodernadvertising,continuousdevelopmentinordertopromoteinternationalexchange,thusspeedinguptheprocessofinternationalizationofChineseculture.

1.TheoreticalDefinitionandtheRelevanceoftheResearch

1.1DefinitionofAdvertising

Advertisingisnotthewayweusuallyknowinformationandcommunication,itisoftenthroughavarietyofsponsorstodeliverproducts,ideasorservices,suchasinformation.Oftenadvertisingistransmittedinthreedifferentways:

audio,videoandlanguage.Themorecommoncaseisthatadvertisingspreadsthroughthesethreemixedways.Byaudiocommunication,musicisoftenaccompaniedbylanguage;InTVandanimation,musicandlanguageinstructionsblendtogether.Inmagazinesandnewspapers,advertisementsarecombinedtogetherthroughpicturesandwords.Albeitpicturesandmusiccanoffersomehints,orcreateanatmosphere,buttheinformationontheproductisstilllimited.moreseriousisthattheywillcausemisunderstanding.Therefore,wordsandlanguageprovidemoreaccurate,credibleanddetailedinformationneverthelesspicturesandmusicjustisacomplementaryapproachofadvertising.Advertisinglanguageplaysanimportantroleintheexchangeofinformationandpersuasion.Ithasitsownuniquecharacteristics.ThisarticleexaminethesefeaturesofEnglishadvertisementsatlexical,syntactic,anddiscourselevelLanguageFeatures.Bycomparingthreetypesofadvertisingproducts（everydayconsumergoods,industrialequipmentandservices）.Thissummarysimilaritiesbetweenthethreedifferenttypesofadsanddifferences,theroleoflanguagefunctionswillbesolved.

1.2Thevalueofadvertising

Aspotentialconsumers,everydaywearemixedmediafromawiderangeofinformationaboutservicesorproductsofthebombing,themedia,includingnewspapers,radio,television,posters,magazines,Internet,etc.Advertisingtothecommunityanditsuserswithavaluableservice,asitisdescribedindetailtheroleoftheconsumerproducts,servicesandstructure.Itmanifeststhedifferencebetweenalternativeservicesandtrademarkofproducts,assameasthedifferentfeaturesofcorporationsandinstitutions.Inaddition,advertisementstellconsumerstousetheexactproduct,serviceorbrandshoulddotohelpproductandserviceexperiencehisorherunderstandingandassessmentofhisorheruse.Ontheotherhand,bymakingpeoplerealizethatproducts,servicesandideastopromoteadvertisingsalesandprofits.Finally,advertisingisoneofthemajorforcestohelpraiselivingstandardsaroundtheworld.Itconstructsthecontentofmassmedia,anditplaysakeyroleinlettinghumancognitiontotheworld.Italsocontrolssomeveryimportantculturalsystemandpopularelements.Combinedwithcommunication,marketingandsocialfunctionstogether,advertisinghasbecomeanindispensablepartofmodernsociety.Naturally,thespreadofEnglishhasbecomeadvertisingpointofview,showingaseriesoflinguisticcharacteristicsimportantway.

1.3TheDefinitionofLanguageandCulture

Cultureisasocialbehavior,art,religion,societywithinheritedcustomsandsomeotherproductsandhumanisticthoughtcomposition.Withthecreationofthelanguageofhumansocietytoproduce,itisthemostdirectexpressionofthought.Culturescanbeinterpretedassymbolsandhavesignificanceofthesysteminthecompetitionbetweentheircreators,whichareceaselesslyinflux,lackfixedboundaries,andcontendwithoneanother.Languageisthemostimportanthuman’scommunicationtool.Peopleuselanguagetopreserveandtransmitthefruitsofhumancivilization.“Languagereflectsthecharacteristicsofanation,whichnotonlyincludesthenation’shistoricalandculturalbackgrounds,butholdsonthenation’sviewoflife,thewayoflifeandthinking”（Chen,2010:

20）.Cultureisdiverse,languageisendlessvariations（Chen,2000:

20）.Fromtheculturalperspectiveoflanguagecommunicationprocess,linguistsfound