图式理论视角下的中西方文化差异在广告语中的体现

随着全球化进程的加快,广告日益成为跨文化交际的一种重要形式，广告语中的文化差异研究也随之变得越来越重要。本文在图示理论的指导下运用对比分析的方法发现中西方文化差异主要体现在五个方面：形象与抽象思维模式，人与自然哲学观念，价值观，伦理道德和文化心理。而这些文化差异在广告语中主要体现在词汇，句式和修辞三个方面如中文广告中四字词，排比句和对偶的使用和英文广告中俚语，祈使句和省略的使用。通过探讨图式理论下广告语中的中西方文化差异，帮助人们在已有图式或新图式的指导下了解中西方文化的差异，跨越源语广告与目的语广告之间的文化障碍。因此深入了解中西方文化差异在广告语中的体现是实现广告跨文化交际的重要手段与方法。

    关键词:图式理论；广告语；中西文化差异
Abstract

    With the globalization of the world, advertisements become an essential part of cross-cultural communication and the research of cultural difference in advertising language becomes more and more important. By making a contrastive analysis, it can be found that Chinese and western cultural differences which influenced by different schema mainly focus on image and logical thinking pattern, philosophy concept of human and nature, ethnical morality, value and cultural psychology. And these cultural differences are embodied in lexical, syntactic and rhetorical features such as the use of four-word phrase, parallelism and antithesis in Chinese advertising language and the use of slang, imperative sentence and ellipsis in western advertising language. By studying the cultural difference in advertising language from the aspect of scheme theory, it can help people understand cultural differences and overcome cultural barriers between source language and target language with the help of established schemata or new schemata. The comprehension of cultural differences in advertising language is an effective way to realize cross-cultural communication.

    Key words: Schema theory; Advertising language; Chinese and western                  cultural difference

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