英汉商业广告的差异研究 ABSTRACT Economic globalization has created a platform for different countries and nations to conduct extensive exchanges and optimize their allocation. It has brought mankind into an age of commercial information with abundant materials and abundant commodities. Commercials exist all the time and everywhere, and have become an indispensable part of human life. Therefore, the study of the differences between English and Chinese commercial advertisements must respect the cultural traditions of different countries and tailor the products according to their own conditions. Only in this way can they achieve twice the result with half the effort, bring profits to companies and enterprises, add new ideas and interests to human life, and enrich the content of social life. It propagates and sells products and services between different cultures, and at the same time, it also spreads, influences and even innovates its own culture and the culture of others. The first chapter of this paper is the introduction of commercial advertising is the foundation of this paper. The second chapter is mainly about the relationship between culture and language, expressing that culture promotes the development of advertising language, and advertising language propagates its culture. The third chapter describes the differences between English and Chinese commercial advertising mainly due to cultural differences. The fourth chapter mainly discusses the positive effects of English and Chinese commercial advertising, as well as the learnable part for us learners, the positive part for the society and the promotion for the environment. Key words：Commercial advertisement; comparison between China and foreign country; cultural difference； 摘 要 经济全球化为不同国家和民族创造了一个广泛交流和优化配置的平台，把人类带入了物质丰富、商品琳琅满目的商业信息化时代。商业广告无时不有，无处不在，已经成为人类生活不可或缺的一部分。因此，对于英汉商务广告的差异研究必须尊重各国的文化传统，量体裁衣，才可以使其取得事半功倍的效果，才能给公司、企业带来利润，增添人类生活的新意和情趣，丰富社会生活的内容。它在不同文化间宣传和推销产品与服务的同时，也传播、影响甚至创新了自身文化和他者文化。本文第一章商务广告的介绍是本文的基础篇。第二章主要写的是文化与语言的关系，表达了文化促进广告语言的发展，广告的语言宣传其文化。第三章描述了英汉商务广告的差异主要是因为文化不同。第四章主要写的是英汉商务广告的积极作用，以及对于我们学习者而言的可学习部分、对于社会而言的积极部分、对于环境而言的促进。 关键词：商业广告；中外比较；文化差异； CONTENTS Acknowledgements i ABSTRACT ii 摘 要 iii Introduction 1 Chapter One Introduction of Commercial Advertisements 3 1.1 Conception 3 1.2 Effect 5 1.3 Purpose of Analising Commercial Advertisement 7 Chapter Two The Relationship Between Culture and Language 8 2.1 The Historical Evolution of Cultural Exchanges 8 2.2 Culture and Language 10 Chapter Three Differences Between English and Chinese Commercial Advertising 12 3.1 Cultural Differences 12 3.1.1 Collectivism Orientation vs. Individualism Orientation 12 3.1.2 Indirect Communication vs. Direct Communication 14 3.1.3 Authorities vs. Facts 16 3.2 The Differences in Expressing Ways 17 Chapter Four The Positive Significance of English and Chinese Commercial Advertisement 20 4.1 Beautifying the Function of the Environment 20 4.2 Educating the Public 20 4.3 Spreading Culture 21 Conclusion 22
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