1、从广告角度比较中西方文化差异从广告角度比较中西方文化差异I IntroductionLanguage and culture are inseparable. Each nationals special culture mode comes out of the speech and behavior of that race by all means. They use their own language to record the things happened by them. The advertisement is a kind of manifestation of cultu
2、re, its under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the community and
3、with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faithetc, will produce a function to the advertisement languag
4、e by all means. No matter how the advertising art develop, as long as it is a popular method of communication involved, it will never take part from language , language will be the most important and effective communication tool. Advertisement through the performance function of language to describe
5、 the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However, the current language is not merely the carrier of products; it adjusts tradition and modern culture factors to make them carry more contents richer than it. I
6、n fact, the advertisement language of the social culture reflection is easily comprehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important
7、function to create and design the advertisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its trace of social national culture, according to every nations thinking mode, mental charac
8、teristic, living custom, value judgment ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match “native son” mindset has already been earnestly practiced by numerous advertisement plan personnel. The influence of Chinese and We
9、stern culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The company of American P&G named its shampoo “pert-plus” in the United States, being named “perjoice” in the Asia, and its Chinese name is “float
10、 soft” to cater for Chinese market, and it can explain a problem very much. Owing to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture
11、background, customs, behavior principle, life style of Chinese and Western have great distinction. Therefore, every countrys advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertisin
12、g languages. The relationship between culture and language The concept of the language and culture Culture is the all and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is accompanied by
13、 the creation of the human society, it is the direct manifestation of thinking. Language reflects the characteristics of a nation, which not only includes the nations historical and cultural backgrounds, but holds on the nations view of life, the way of life and thinking. Culture is diverse, languag
14、e is also varied (Chen, 2000:20).When the nation as a language, living areas, economic life and psychological stability community appears in the history of mankind, language is deeply stamped with the brand of a nation; it is the most typical characterization of the nation and national culture. The
15、relations of language and culture Language is a means of expressing cultural customs, as a part of culture, and plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of cultureno language,
16、no culture (Pan, 2001:30).From another aspect, language is affected by language and reflected the culture. Language is based on the historical and cultural aspects. The nations way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a natio
17、nal culture, development and absorption ought to pass the language to achieve. Language and culture influence each other; we should try to understand language and culture and to learn them. Language is like a mirror which reflects the entire culture, and every nation has its own culture. Language as
18、 the carrier and idea of culture, its representation form is influenced and restricted by culture. Understand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life,
19、 value and national psychology, open up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language w
20、hich contain the beautiful scenery of language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western ad
21、vertising languages let us deepen our understanding of foreign countries, and bring to the world of cross-cultural exchanges.The features of Chinese and Western advertisementAdvertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language
22、also is the component of culture. Advertisements adjust peoples activity or bring the society effect into play. Advertisement is a multi-language arts conveying information to people and using language for the carrier (Chen, 2000:12).Therefore, the advertising language should be simple and easily un
23、derstood, fluency and clear, we should also pay attention to the rhetoric manner at the same time. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the
24、spirit edifying and enjoying aesthetic feeling, arousing peoples desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. EtcOwing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different cul
25、ture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to compare and
26、 analyze how the Chinese and Western national culture influence their advertising language: Different Philosophy concept The Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The Peoples Ins
27、urance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will come to an agreement between them. At last the goal of the a
28、d comes into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、 selfdevelopment and personal enterprise. T
29、he biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad:Olympus, No limits. There is little you cant be with the Olympus Zoom Lens Reflex series. The all-in-X cameras that wont limit your creative ability. (Olympus camera). The camera hav
30、e one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen, 2000:
31、33) Different cultural valuesoriented Chinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (2) Tan
32、g palace drink, JIAN NAN CHUN (JIAN NAN CHUN Drink) Those two alcohols long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture
33、; the main reason is the history is shorter than China. They dont do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy (hard sale), a product of the “immediate results” as a selling point. For example: “go and get it at once”, “buy it” , “fit it well”, “take acti
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