从广告角度比较中西方文化差异

1、从广告角度比拟中西方文化差异iintrdutinlanguageandultureareinseparable.eahnatinalsspeialulturedeesutfthespeehandbehavirfthatraebyalleans.theyusetheirnlanguagetrerdthethingshappenedbythe.theadvertiseentisakindfanifestatinfulture,itsundertheinflueneandrestritflalulture.natinalultureinfluenesandrestritsthedevelpentan

2、dexpressinfadvertisinglanguagehihistherententfadvertiseent.advertisinglanguagentainsandrefletsthesialulture.languageexistsintheunityandiththedevelpentfsietyanddevelpent,andultureangthedefiniterletplay.aphilsphyidea,thinkingdefrae,theulturalentalstate,ralnept,lifestyle,ustsandhabits,sialsyste,religin

3、andfaithet,illprdueafuntinttheadvertiseentlanguagebyalleans.natterhtheadvertisingartdevelp,aslngasitisappularethdfuniatininvlved,itillnevertakepartfrlanguage,languageillbethestiprtantandeffetiveuniatintl.advertiseentthrughtheperfranefuntinflanguagetdesribetheiagefprdut,expressthetastesensibilityanda

4、keanintrdutinfrelatedprdutsknledgelivelyandspeifially.hever,theurrentlanguageisnterelythearrierfprduts;itadjuststraditinanddernulturefatrstakethearryrententsriherthanit.infat,theadvertiseentlanguagefthesialulturerefletiniseasilyprehendedandaeptedbypeple,thisanprtetheeffetfadvertiseent.takegnizanefth

5、is,akegreateffrttdisusstheinsiderelatinfnatinalultureandadvertiseentlanguage,ithasiprtantfuntintreateanddesigntheadvertiseentlanguagehihathesthebasipriniplefadvertiseentexpressinandsuitespartiularnatinalulturalharateristi.eahadvertiseentlanguagehasitstraefsialnatinalulture,ardingteverynatinsthinking

6、de,entalharateristi,livingust,valuejudgent,eventheplitialbelief,sialsystetnsideranadvertiseentreatin,inrdertkeepith“nativesntaste,ath“nativesnindsethasalreadybeenearnestlypratiedbynuerusadvertiseentplanpersnnel.theinfluenefhineseandesternulturenadvertisinglanguageisvarius,thehineseandesternadvertisi

7、nglanguagealsrefletthehineseandesternultureinanyays.thepanyfaerianpgnaeditsshap“pert-plusintheunitedstates,beingnaed“perjieintheasia,anditshinesenaeis“flatsfttaterfrhinesearket,anditanexplainaprbleveryuh.ingtthedifferenesfhineseandesternulture,therepresentatinfrfhineseandesternadvertiseentisdiverse,

8、advertisinglanguagealsanifestsdifferentulturevalueandthinkingde.astheulturebakgrund,usts,behavirpriniple,lifestylefhineseandesternhavegreatdistintin.therefre,everyuntrysadvertiseentbusinessanillthinkvertheulturebakgrundfnsuers.theaifthepaperistlayuttheinfluenestbyparinghineseandesternadvertisinglang

9、uages.therelatinshipbeteenultureandlanguage2.1theneptfthelanguageandultureultureistheallandthenehihnsistbysialbehavir,art,beliefs,uststransissinthrughsietyndutandalltherprdutsfhuanrkandthinking.languageisapaniedbythereatinfthehuansiety,itisthediretanifestatinfthinking.languagerefletstheharateristisf

10、anatin,hihntnlyinludesthenatinshistrialandulturalbakgrunds,buthldsnthenatinsvieflife,theayflifeandthinking.ultureisdiverse,languageisalsvaried(hen,2000:20).henthenatinasalanguage,livingareas,enilifeandpsyhlgialstabilityunityappearsinthehistryfankind,languageisdeeplystapediththebrandfanatin;itisthest

11、typialharaterizatinfthenatinandnatinalulture.2.2therelatinsflanguageandulturelanguageisaeansfexpressingulturalusts,asapartfulture,andplaysaniprtantrleinulture.languageanntseparatefrrelatedulturetbeindependent.sesilgistsbelievethatthelanguageisthernerstnefulturenlanguage,nulture(pan,2001:30).franther

12、aspet,languageisaffetedbylanguageandrefletedtheulture.languageisbasednthehistrialandulturalaspets.thenatinsayfthinking,values,nepts,habitsandbehavirillaffetaesthetilanguagedevelpent.thefratinfanatinalulture,develpentandabsrptinug assthelanguagetahieve.languageandultureinflueneeahther;eshuldtrytunder

13、standlanguageandultureandtlearnthe.languageislikeairrrhihrefletstheentireulture,andeverynatinhasitsnulture.languageasthearrierandideafulture,itsrepresentatinfrisinfluenedandrestritedbyulture.understandtheiruniqueulturalbakgrundtunderstandthelanguagefeatures.nlyreexpsuretfreignultures,failiarithdiffe

14、rentlanguagenatinalhistryarusfeelings,ayflife,valueandnatinalpsyhlgy,penuptheirvisin,learnreabuttheulturalandlanguagedifferenes.ultureprtesthedevelpentfadvertisinglanguage,thelanguagefadvertisingprpagandizeitsulture.hineseandesternadvertisinglanguagehasitsnuniquefrflanguagehihntainthebeautifulsenery

15、flanguageandulture.theharfthelanguagefinstrutinisfullydisplayedintheadvertiseent.eanhile,thehineseandesternsialandulturalknledgehihntainedinlanguageakeusexperienetheinfinitudedelight.hineseandesternadvertisinglanguagesletusdeepenurunderstandingffreignuntries,andbringttherldfrss-ulturalexhanges.thefe

16、aturesfhineseandesternadvertiseentadvertiseentisthespeialperfranefdernulturespirit.asaeansfrefletingthereality,advertisinglanguagealsisthepnentfulture.advertiseentsadjustpeplesativityrbringthesietyeffetintplay.advertiseentisaulti-languageartsnveyinginfratintpepleandusinglanguagefrthearrier(hen,2000:

17、12).therefre,theadvertisinglanguageshuldbesipleandeasilyunderstd，fluenyandlear,eshuldalspayattentinttherhetrianneratthesaetie.hineseandesternadvertiseentitedavarietyfrhetritahievetheeffetferhandiseprtin,andnsuersarentnsiuslydeepenedtheipressinftheprdutaftergainingthespiritedifyingandenjyingaesthetif

18、eeling,arusingpeplesdesiretbuyit,suhasantithesis,hyperble,pardy,etaphr,rhyeandrepeatedly.etingtthedifferenesfhineseandesternulture,therepresentatinfrisdiverse.advertisinglanguagealsanifestsdifferentulturevaluesandthinkingde.hineseandesternulturehaslargedifferentulturebakgrund,usts,behavirndutandayfl

19、ife.thus,advertisersillndubtnsiderthedeandsfnsuerthrughtheirulturalbakgrund.thereilistseexaplesfadvertiseenttpareandanalyzehthehineseandesternnatinalultureinfluenetheiradvertisinglanguage:3.1differentphilsphyneptthehinesenatinhasinsiststhattheheavenandhuanunitsastheharniusne.frexaple:sethingunexpete

20、dayhappenanytie,ihavelifeinsurane(thepeplesinsuranepanyfhina).thisadindiatesthatpeplearentafraidfaidentbeausethepeplehaveinsurane.theaidentandinsuraneisaunitandaredispensable.thatthebusinesslvesustsisshedinthisadanditilletanagreeentbeteenthe.atlastthegalftheadesinttruth.(ueller,1966:66).butinesternu

21、lturetheyinsistthestandpintfpluralisti.theypayattentintdiversityandhangesfaterial,ephasisspeiallynthehangeanddifferenefthenature,stressedthatpersnalfreed、selfdevelpentandpersnalenterprise.thebiggestdifferentbeteenharniusandpluralistsifthatthepluralistsisntliited.lkatthisenglishad：lypus,nliits.therei

22、slittleyuantbeiththelypuszlensreflexseries.theall-in-xaerasthatntliityurreativeability.(lypusaera).theaerahavenerefeaturesakephtgraphsprduedifferentthentrefletindividualreativityisinthentinuingdevelpentandisntliitedinthisad.theadvertiseentsshtheultiatehallengeandseekfreedangreatlystiulatensuerdesire

23、senthusiastinsuptin.(hen,2000:33)3.2differentulturalvaluesrientedhineseulturalhasalnghistryandthealhlulturalissignifiant.tillustratethequalityfgds,theyattepttexplainhlngtheaterlifebyqutatingthehistry.frexaple:(1)legendquality,enturyzhangyu.(zhangyutkay)(2)tangpalaedrink,jiannanhun(jiannanhundrink)th

24、setalhlslnghistryeregivenexpressintnlysentenes,shingthedeepfeelingtardnsuers,narringthegapbeteentheprdutsandnsuers(hen,2000:62).theesternuntriesinsistedtheshrtterrientedulture;theainreasnisthehistryisshrterthanhina.theydntdthebusinesslikehinesehftenusethefatrsfhistryandtraditin,butusethestrnganddire

25、tarketingstrategy(hardsale),aprdutfthe“iediateresultsasasellingpint.frexaple:“gandgetitatne,“buyit,“fititell,“takeatinrightn,“allnet.isthenuseinfreignads(zhu,1996:50).valueisthedifferentviesandattitudesfpepleregardingtheatter.hinaisatraditinalagriulturalenysiety,itissaidthathineseulturalsysteephasiz

26、edthelletivisandauthritativeharater,usingthenaturalvaluerientatin.thisadisaanifestatinfthisfeaturefhineseulture:hualikillingsquittl“sileneithutsquitdediatin.thisadasexellentfrusingthepartialtnef“squitand“listen.itbuildstheiagefunknntpublidediatinfprdutsandrpratin.tpraisesftheheresfurunityhquietlyrke

27、dhard,thisidentityarusestheresnaneintheindsfvastnsuers.butintheesternapitalsiety,individualis、equalityandthedinantnaturaleretherientatin,theystresspersnalitydifferenes.thisanbeseenfranyaerianadsprduts,thereareanydifferenestryingtexplainfr,heunitedstatesads,there

28、isappularphrase,ituldbe:treatedifferent.frexaple:neairlinepaintedthevividlrsntheairfraeinrdertathpepleseye.infat,theplaneandservieftherairplanepanyarentuhdifferent.3.3differentulturalpsyhlgyadvertiserftenrefletingtakesethepsyhlgyandtriestappeartheusters.adsrefletedtheulturalpsyhlgyflanguageisquiten.

29、suhas:1、ngratulatetakeapileteleneyear,havelnglukgldlin(gldlinearingadvertiseent);2、eiliashingahine,dediatedtather.(eiliashingahine);theadvertisinglanguageaterttheulturalpsyhlgyfhinese,haspersuadedfuntin.gdfrtune、salary、lngevity、happyandealtherethesyblfhinesetraditinalulture.hinesehavethepsyhlgyfhear

30、ingnierds,sanyprdutsrelatedtthenuseshenufthefailyaffetin.frexaple:“altfgdluk,altfsatisfatin(fuanduinstantndles)(ya,2000:4)and“ablnieglueballrundandrund,agdreuninaftereating(aadvertiseentfhineseglutinusrieflur)arettypesexapleshihephasishinesevalue.(ya,2000:16)inntrast,theesternulturetakesreephasisnin

31、dependeneandindividuality;theiradspayreattentintharaterdisplay,ideasandhur.“kdakfilandyurfailyhappiness(ya,2000:22)isappularadvertiseentinhinasarket,butitsadsinu.sisapiturefnebyhldingpnhsinnehand,andthetherstandingnasrdiththestateents.“hejustkilledhislastdragn.(ya,2000:30)kdakkeepshappinessfrhinese,

32、keepthefeatfraerian.thehlerldhasanhuanetin,suhaskinship,friendshipandlve,buttheexpressinisdifferent.esternersarereandidandasiansareresubtle.“usingyurtelephnettransitlve.belltelephnepanydelivertheessagebyillustratingpiturefthat:thedaughterfanelderlyparentfaraaygiveaphneallttheandsay“ilveyu,andexiteth

33、elderparentsbyntrat.“findnedayfrustlkthrughtheranti(adsfnehtelintaipei)thisnveysthelvebeteenhusbandandife.theraneissubtle(shen,1999:20).inardaneithhineselasthententinadsabutethniraialdiffereneandgenderdisriinatinisillegal,adslanguageustbetruthfulandstandardized.itshuldnfrtthenstrutinfsialistspiritua

34、livilizatin.thefllingexapleshsthedifferene.neaerianpanyplantstreruitafealeseretary,hlkslikepubertygirl,thinkslikeanadultale,alkslikeadultan,rkslikeadnkey!inaerianulture,thisparlanehashuruseffet.butitakeshinesevieersangry:beauseithasthedisriinatineaningtardtthefealeandthednkeyeansstupidinhineseulture

35、.beltherearetadsfadvatingnn-sking:thefirstneasafreignplanethatillakepubliservieannuneents,itsenterisapiturefarifle,abulletandaigarette.thetitleis:rapiddeath,slsuiide.thisaddiretlyputthedeathlinkedtskingthelanguageisexpliitandstraightfrard,andhasastrngvisualipat.itrksithundisguisedandstraightfrardeth

36、dfskinghazards,talertpeplenttske.heverthetherneisadestitelevisinerial.itshsusthatthereisaglassfaternthetable,andthenadrpfinkisdrppinginit,afterthatleanaterturningintuddy,andthelastisbigger,iththreedrps.untilthehleleanaterixedtdirtypletely.apaniedutersund:“ifskes,thelungfusillbelikethisupfater.(shen,

37、1999:36)thisadslikethefirstne,anttreindpeplefthehazardsnbdyhealth,butitkeepsaayfrthedeathandthrughthesubtlelanguageliketheleanaterbeeuddy,hintstherelatinsbeteenskinganddeath.theadsabveshthedifferentulturalatspherefdifferentnatinanduntries.frthis,eanseethatthefreignadstrytfrbidskingstrnglyandstraight

38、frardly,butlaladsiseanttreindtherisefskingpeplequitskingsubtlyandunbjetinable.theesternadsakepeplethinkseriuslyaftershked,thedestiadsisalledpepleknthehazardshiletasting.thisisntjustthefeelingdifferenefperfrane,butreiprtantisthatitisthrughlanguageandiagestreflettheulturaldifferenes.3.4differentultura

39、latspherehinesepeplearentaustedtexpresstheirideasdiretly,buttusetheeupheis,trtuusaytexpress.hannatinalityaffetedbynfuianideasisdest,intrvertedandnservative.thisisunlikeeurpeanandaeriannatinalexprtandlivelypersnality.infrane,frexaple,aperfueadvertiseent:“thenedrpistthebeauty,tdrpisfrthelver,threedrpi

40、senughtleadtnelveaffair.(zhu,1999:28).frenhpeplethinkthatthisexpressinisveryrantiandattrative,buthinesensuersthinkithardtaeptthisextreeexpressin.threedrpsanbringalveisfastpen.hinesepeplearenservativeandautius.theybelievedn-t-earthdntbelievethataskingfrthen.stheinstantlverediffiulttaept.hineseulturei

41、sknntfailypeaeandharnius,thisisnsistentiththephysialenvirnent,andthisisrelatedlselytthepastseveralthusandyearsfself-suffiienyfailysenysystes.frexaple,the“nfuiantepleheineads“hestate(li,2002:10).itsadsreativityisfrtheirinenae“heinenfuianteples(li,2002:20)in“he.thephrase“nfuiantepleheine,akepeplehesik

42、.isablettuhtheheartsfsanypeple,beauseitrefletsthehesikfeelingsfthepeple.linkedtheliqurithalnghistryftraditinalhineseulture,itshsaprfundulturalipliatin.theadhasstrngulturalfeatures,thevaluesebdiedinadsdesntseetheleastpetitive,utilitarian,butithahuanfeelingandagreatreuninfthefaily.3.5differentneptfaut

43、hrityandself-rthhnrandertifiatesareftenusedasatltattrathineseusters,beausehinesepeplealaysbelieveinauthrity.infat,thehnraryertifiatesdntrelatettheprdutsselfharateristi.frexaple:shanghaishesfatryreendsseletinfrthenatinalell-knntradearks,faustradearksinshanghai,inistryflightindustry.shanghaihigh-quali

44、typrduts.(shanghaishesfatry),hihisbasiallyusedfrlistingalargenuberfertifiatesandaladesinlargespae,thisispersuasivethinesereaders.theseertifiatesandidentifiatinevideneeansthereputatinfhighqualityandreliableassurane.severalthusandyearsffeudalsysteprduedthefirffiialpsitinrship;theideahasbeenaffetingthe

45、untry.thegvernentaardedaertifiatefhnrandtehnlgytpany,thantheertifiateshaveprielesseffiieny.insharpntrastithhinasads,hebritish-basedulture,peplepursuetheself-rth,ntdeliberatelyseekingtrssver

46、latin.thrughindividualeffrtstshtfrsuessinareereansthedraatiinreasefsialstatusandaterialealth.thepratialspirithasbeenfullyrefletedinads.thisanbeseeninthefllingexaple:seletedbyjaesbndthesignfexellene(ega)sitzerlandfaussath,superbrkandexpensive,isthebestptinfsuessfulpeple.adshavehsenjaesbnd,thesuessful

47、spy,trepresentthesath,hehasatreendusattratinfrads,hasgalatiipelper.3.6differentgenderiagehineseandesternulturehavedifferentgenderiagepsitin,thisanbefundinadslanguage.tthusandstraditinalnfuianidelgyinflueneshineseidea,theneptfhineseenhasbeendefinedithinthefraerkfgentlegraiusness.thus,intheads,fealede

48、lsarebasiallythefrntfeininebeauty.ifadsreativityantstshtheperfraneflftyaspiratin,itilldthrughantexpressgenerally.tlisttheexaplefalhlads,inthelngursefseveralthusandyearsfhinahistry,itseesthatalhlisnlytheatterfrantexpresshisetin.inhinesealhlads,altfthatbakgrundisanientarrirunifrandtheyarusedastheirple

49、ases,displayedtheheriettle.andinthe1920sf20thentury,feinistveentbeganintheunitedstatesandthenspreadttheentireesternrldnarringthegendergapsignifiantly.thereisaliquradsfrablbileahandather,enspridesaring.hinaalshadfealeheres,butifaanusedttheads,inderifpepleanaeptpsyhlgially.3.7differentustsasthediffere

50、nesfnaturalenvirnent,enilevelsandnatinaldevelpenthistry,eahnatinhasitsnuniqueandaustedlifestyle.frexaple:hineseandjapaneseusehpstikstdine,esternersusefrks.hinesepepleliketinviteguestsandgivegifts,andtheesternersrarelyentertainguestsathe;hinesepepleliketearredsetting,glue“xirdandsendgiftshentheygetar

51、ried,heest,theredlrisntghillie.frexaple,neiprtandexprtpanyfhinausestheredaterialpakagedtheredfirerkstselltfrerfederalrepublifgeranyandseden,asaresult,nbdyaredabutthe,nlyafterusinggraypakage,thesalesbegan.butanysuessfulexaplesf“intthetab,dastheransderenuerus.frexaple,thesi

52、ssnestlepanyputtheadsinthinesearketin1984,usethepsyhlgialf“hspitalityfhineseasbreakthrughtupythensuerarket,thearhspitalityanddeenyasauster-ledisdinant(leehgn,1966:82).qutenehineseffiialphrase“extreesurprisetsuitthefavrfhinesepeple(aynej.keeley,1958:52).thisledtastrngetinalrespnse,eliinatethepsyhlgia

53、ldistanebeteenhineseandesterners,develpandupyhinasffeearketeffetively.thenatinalhlidayisaniprtantpnentfnatinalustsandtraditins.eahnatinhasitsntraditinalethdfelebratingfestival.frexaple:hinahasanyiprtanttraditinalfestivals,springfestival,id-autunfestival,anddragnbatfestivalandsn.differentfestivalhasd

54、ifferentusts.hinesefestivalislikethefailyreunininspringfestival,hildrenearingnelthes,firethefirerakers,gifttheredenvelpesteahther,andsayafelukyphrasestgetthefrtune.indragnbatfestival,everybdyeatshibaziandduplings,id-autunfestivalisnefthefestivalsthathanethniisshisdistantrelatives;theyilleatnakesands

55、altyegg,et.thebakgrundusittheseadsgivesasensethatarusespeplesulturalidentityandakespeplefeelfriendliness.3.8differentaesthetisbeautifulusi,thevingpitures,nderfulrdsandbeautifuliage,allabveillgivepleasureanddeepipressintpeple.anyadsexeutivesunderstandthisverypint;theydeverythingpssibletthensuertreate

56、visualandauditrysensefbeauty,tenhanethensuersipressin.pepleindifferentuntries,natinalities,estateanderahavedifferenttastestandard,thisanberefletedinthearhitetureandstyleflthes.inhinasfeudalsiety,enithsallfeetisseestbebeautiful.butthetastestandardfdernpepleisellprprtined.tthedifferenttastestandard,th

57、eassiatinarusinginpeplesbrainisdifferent.frexaple,the“kand“hiteelephantarensideredasthegklukandlvelysyblinhina.hever,inesterneyes,“hiteelephantisnsideredthe“harthanbenefit,uselessandubersethings,and“kistheslangeaningf“dishargefabusiverds.antherexapleisthe“ltushihisthesyblflearnessthinginhina,butinjapanisntauspiius(ding,1998:15).signifianeadvertisinglanguagentainsaealthfulturalnntatins.languageitselfisaarrierfulture;itdivredfr