跨文化视域下中西方广告标语的对比研究
广告语言是一个国家文化生动而又特殊的反映，例如其中体现出来的价值观和文化传统等。本文在霍尔与霍夫斯泰德文化维度理论和佛劳伦斯·克拉克洪与佛瑞德·斯乔贝克价值取向理论构架的指导下，分析了文化差异在同一类产品中西方广告语中的具体体现。在中国文化中，人们崇尚集体主义、高权利差距，高不确定性规避和高语境等；然而在西方文化中，人们则推崇个人主义，低权利差距，低不确定性规避和低语境等。通过大量的实例分析，这些不同分别体现在某类特定词汇的频繁使用上，如，中文广告语中有关“家”词汇的运用，而英文广告语中突出“个人”词汇的运用；再如，中文广告语中修辞的运用，英文广告语中表述则更为直白等。因此，文化差异是彼此间的商业往来必须考虑到的一个重要因素，以便灵活调整产品和服务的宣传策略。
关键词：广告标语，文化维度，文化差异
A Comparative Study on Chinese Advertising Slogans and English Advertising Slogans from the Perspective of Cultural Differences
Abstract
Advertising language is a vivid and special reflection of culture, such as values and traditions. Under the theoretical framework of Hall’s dimensions, Hofstede’s cultural dimensions and Florence Kluckhohn and Fred Strodbeck’s value orientations, the embodiment of cultural differences in Chinese and English advertising slogans for products or services of the same kind are analyzed. In Chinese culture, people advocate collectivism, high power distance, high uncertainty avoidance and high context; while in western culture, people praise highly on individualism, low power distance, low uncertainty avoidance and low context. Through a large amount of case analysis, the differences lie in the frequent use of some kind of specific words, such as, the “family” words in Chinese advertising slogans, while the use of “individual” words in English advertising slogans; as another example, the use of “rhetorical device” in Chinese advertising slogans, but the “simple” words in English advertising slogans and so on. It is an important factor needed to be considered in business communication between the two sides in order to better adjust the advertising strategies.
key words: advertising slogan, cultural dimensions, cultural differences
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