全球化经济的发展趋势，以及我国加入WTO以后，外国广告的大量涌入，同时我国企业为开拓海外市场对出口广告的需求，使得理解和运用广告语言变得尤为重要。很多语言学家都曾对广告语言进行过深入的剖析，对理解广告语言有极大价值，但绝大多数研究都是从广告语言本身的一些特点，例如词汇，句法，修辞，或交际模式等方面来分析，而没有注意到文化在广告中的核心作用。广告语言源于文化。文化是创作和理解广告的根本要素。因此，本文以中英文广告语言对比为例，采用定性研究和语言分析法，并利用大量实例，揭示了中英文广告语言中存在的文化差异。通过对文化与广告语言关系的探究，揭示广告背后隐含的信息，以及中英文广告各自特点的内在根源。在结论中，本文指出了广告中存在的一些问题，并对今后广告语言的研究提出建议。
关键词：广告；广告语言；文化
Abstract
With the entry of China into WTO, lots of foreign products pour into Chinese market and compete with the home-made products. In addition, we need to increase our foreign trade, and to expand the foreign market. Under such international and economic circumstances, it is necessary for us to notice and investigate English advertising language.
Many linguists did lots of researches on English advertising language. One point, however, should be noticed that most of the researches have been done on the basis of English language itself and its surface structures but neglected the key role of culture in advertising. As culture is always the understanding background of advertising, the relationship between culture and advertising language is to be discussed in this thesis. The comparison between English and Chinese advertisements will be taken as examples to find out culture differences between these two languages. Through the analysis of the relation between culture and advertising language, the hidden message behind them and the inner root of the specialties will be explored.
In the part of conclusion, the significance of this research, the existing problems of advertising and further research suggestions will be given so as to provide readers with some enlightenment and reference.
Key words: Advertising; Advertising language; Culture
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