中英文化差异对广告解读的影响文档格式.docx

1、差异；解读；On Influence of Cultural Differences on Understanding English and Chinese AdvertisementsAbstractAdvertisements, a form of culture as a community, all the time reflect the unique culture and nationality. And Western advertising in order to further development of the need is to achieve between c

2、ross-cultural and foreign advertising and integration between cross and integration through this, todays Chinese and English advertising of seeking common ground while reserving differences, and different realm.Advertisements as the product of culture, can show more directly to the relationship of c

3、ulture, so advertising is a has the rich culture colour and time characteristics form of art. Because the global economy integration, is involved a lot of advertising culture knowledge. Since the purpose of advertising language is deceived target consumers buy their products or services, so fully un

4、derstand the differences between chinese and western culture became an important task.Key words: Chinese and English advertising culture Difference InterpretationContents摘要.IAbstract.IICHAPTER I Introduction.11.1 The research purposes .11.2 The Significance.11.3 The importance of research.11.4 The s

5、tructural arrangements1CHAPTER II Chinese and English Cultural Differences.32.1 The definition of culture.32.2 Chinese and English cultural differences32.2.1 cultural differences in thinking modes of things.32.2.2 cultural differences in color.32.2.3Cultural differences in numbers.4CHAPTER III Cultu

6、ral differences of the interpretation of the advertisements.53.1 Cultural connotation differences.53.2 Value orientation differences.63.3 Aesthetics differences.63.4 Way of thinking differences.73.5 Religious differences.8CHAPTER IV How to better deal with cultural differences.94.1 Note that the con

7、version of the cultural connotations.94.2 Note that the conversion of rhetorical devices.104.3 Note that the conversion of word order.104.4Pay attention to the advertising language characteristics of words.11CHAPTER V Conclusion.13Acknowledgements.15Work Cited.16CHAPTER I Introduction1.1 The researc

8、h purposesIn this paper, the cultural differences between English and Chinese to interpret the influence of the advertisement is discussed, and reveals the advertisements in collectivism and individualism, concrete thinking and the abstract thinking, direct expression and subtle expression, etc refl

9、ected cultural differences. It has proposed a better approach from the perspective of cultural differences.1.2 The significanceEach nation, the state has its own unique culture, the growing impact of the wave of globalization, the worlds diverse cultural landscape is undergoing collision and fusion

10、of Chinese and foreign advertising culture is no different. To Hui tong spirit of adhering to the traditional Chinese culture, to seek common ground while reserving differences, and common development, the development of advertising culture derived manifestations, expression, and implicature in whic

11、h the deep cultural thinking, horizontal alignment, research will undoubtedly significance of some guidance and help push the development of contemporary Chinese advertising art.Culture embodies the wisdom and ability of a nation, reflected the originality and simplicity of the nation, decorated wit

12、h the spirit and life of the people.1.3 The importance of researchWith the development of economic globalization, cross-cultural commercial activities increased, advertising for the goods sell and the establishment of brand reputation is becoming more and more important. But, in the cultural differe

13、nces between the advertising reading throughout influencing the stand or fall of advertising translation and the effect of advertising, therefore, need not only have a solid foundation of language, must also has a deep understanding of culture.1.4 The structural arrangementsThis article is divided i

14、nto five parts, first introduced the significance and importance of the purpose of the study, followed by a brief introduction where the definition of culture and the Sino-British cultural differences make interpretatio.The third chapter explores the perspective of culture and Western advertising la

15、nguage, the contrast in between individualism and collectivism, concrete thinking and abstract thinking, direct expression and subtle expression of the Sino-British cultural differences reflected.The chapter four discusses how to better deal with cultural differences for the interpretation of the in

16、fluence of advertising, the advertising the impact.The last chapter summarizes the full text.CHAPTER II Chinese and English Cultural Differences2.1 The definition of cultureCulture is a very broad concept, to give it a strict and precise definition is a very difficult thing. Many philosophers, socio

17、logists, anthropologists, historians and linguists have been working hard, trying to define the concept of culture from the perspective of their respective disciplines. However, to date still not recognized as a satisfactory definition. According to statistics, there is at least 200 different defini

18、tions of culture. Generally speaking, culture is a social phenomenon, is to create long-term formation of the product. But it is also a historical phenomenon is the accumulation of social and historical matter. Rather, culture refers to a country or a nations history, geography, customs, traditions

19、and customs, lifestyle, literary arts, behavioral norms, ways of thinking, values and so on.2.2 Chinese and English cultural differences2.2.1 Cultural differences in thinking modes of thingsAs we all know, in the Western myths and legends, the dragon, not the peoples minds auspicious animals, but th

20、at evil monster. In the Middle Ages, dragon is a symbol of evil, the biblical story of the devil Satan is considered to be the great dragon. Therefore, the Dragon in association with the Chinese people in the English-speaking countries among completely different. Thus, Westerners called Asian Tigers

21、 of East Asia South Korea, Taiwan, China, Hong Kong, China and Singapore, four more economically developed countries and regions, will be translated into FourAsianDragons, I am afraid to be ill conceived. Someone will translate into FourAsianTigers, which is a good cultural information peer.2.2.2 Cu

22、ltural differences in colorUnderstanding of different cultures of people in color are similar, but they feel for a variety of colors may be different, even opposite, the reason is that the countrys geographical location, historical and cultural background and customs.For example: blue in the English

23、-speaking countries have a melancholy meaning, the United States blue Monday, refers to a bad mood Monday. Blue sky in English means no value. However, the blue in the hearts of Chinese people is generally not caused by depression or unlucky association.Of course, world-renowned brand Bluebird car i

24、s a special case, it is not a sad bird car. bluebird blue warbler is produced in North America, and its cultural meaning of happiness So, when the English-speaking countries to drive the car of the BlueBird brand, the cultural orientation of the hearts of happy.2.2.3Cultural differences in numbersIn

25、 traditional chinese culture, Nine and long homonym, is often used to represent the means. For example, in the history of our country, the emperor worship nine, hope its long-term stability of the world. Shanghai production of Three Gun brand underwear, brand-name products, translated into ThreeGuns

26、. If the ThreeGuns brand underwear exports to Japan, Colombia and North Africa region will be welcomed by consumers, said the positive means three in these countries.CHAPTER III Chinese and English cultural differences of the interpretation of the influence of advertisementsFrom the characteristics

27、of the language of advertisement to see, Chinese advertising and all have English advertisements in plain, popular enough, innovation, increase attraction and spelling pointed etc. Chinese advertising is through the syllables to overlap, English advertising is intended to familiar word spell wrong,

28、or add new words and ShengZao suffix before; Chinese-english advertising as transformation of phrase sentence. Chinese-english advertising use foreign words, satisfy peoples psychology. In terms of form all represent the rhythmic beauty and rhetorical beauty. Two different languages, deep reflect ch

29、inese-english national different way of thinking, cultural background and different philosophy east and west. 3.1 Cultural connotation differences Successful advertising often is not only to do business ,instead it to their own business motivation and commercial properties of cultural connotation of cleverly hidden. First of all, advertising advocate cultural effect, use of advertising culture psychology, namely the importance is to the nation historical culture, respecting and admiring the Confucian culture sages. Con