中西广告语言文化Chinese and Western culture and advertising language
Abstract
Chinese culture is more netually and less inclined to thinking change, it pursues a balanced and harmonious beauty; However, the characteristics of Western culture is radical, open, enterprising and phantasmagoric; the occidental are extravert and active, they are full of passional feelings, adventure spirits and the pursuit of an independent personality. Social culture influences and restricts the expressing method of the advertising language while the advertising language contains and reflects the social culture. In this paper, we demonstrate and enrich the viewpoint from six aspects, the features of advertising language, namely moral perspective, cultural psychology, religion, folk customs, thinking patterns and advertising language.
Key words：Chinese and Western culture, advertisement, advertising language, difference
中文摘要
中国的文化则更多的倾向于比较中立而较少思考改变，它追求一种平衡和谐之美；然而，西方文化具有激进、开放、进取、变幻的特征，西方人拥有外向、好动、感情奔放、富于冒险精神，追求独立不羁的人格。当广告语言蕴涵着或反映社会文化时，社会文化就会影响和制约着广告语言表达方式，本文通过比较和对比又从五个方面，即广告语言的用词特点、道德观点、文化心理、宗教信仰、民俗民风、思维模式和广告语言的思维模式来进一步论证和充实观点。
关键字：中西文化 广告 广告语言 差异
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