Abstract:Advertising is ubiquitous in modern life. As applied language, advertising language contains and reflects the social culture. So it reflects the unique culture in the given country. Advertising is a cultural product; because of the different geographical conditions, cultural backgrounds, traditional customs, advertising languages are different as well. Through the mirror of Chinese and Western advertising language, we can found the thinking mode, the philosophy concept, the traditional values and the ethical ideology differences between China and western countries. This paper will focus on these aspects to illustrate the cultural differences between China and western countries found in advertising. This paper is composed of five parts. The first part will briefly introduce the concept of cultural difference, what the advertising language is and what is the relationship between advertising language and culture. The second part will introduce the thinking mode differences. The third part is focused on the philosophy differences. The fourth part will introduce the value differences. The fifth part is about the ethical ideology differences. The final part is the conclusion. This paper will show the cultural differences between China and Western countries found in advertising creation. Advertising language aims to help people understand cultural differences in the trend of globalization and accelerate the cross- cultural communications.
Key words: advertising language, cultural differences, China and western countries
摘要:广告在现代生活中无处不在，作为应用语言，广告语蕴含和反映了社会文化。所以说广告反映了一个国家特有的文化内涵。广告是文化的附属品，脱离文化的广告是毫无意义的。然而，由于地理条件，文化背景，传统习俗的差异，中西广告语必然有所不同。透过中西广告语的这面镜子，我们可以发现中西文化在思维模式，哲学观念，传统价值观以及伦理道德观方面的差异。本文将着重这些方面来说明中西文化差异在广告语中的体现。本篇论文分为五个部分：第一个部分简要阐述了文化差异的含义以及广告语与文化间的联系。第二部分主要介绍思维模式差异。第三部分主要着重介绍哲学观念差异。第四部分将会阐述价值观差异。第五部分为道德伦理观差异。最后一部分则为总结。本篇论文通过展现中西广告语中体现的文化差异来帮助人们在全球化和跨文化交际快速发展的时代中，更好的理解文化差异。
关键词：广告语，文化差异，中国和西方
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