12中西文化对比_广告语的对比分析研究_英文_.pdfVIP

前沿论坛 中西文化对比：广告语的对比分析研究 陈 兢 聂雪芬 （江西师范大学江西·南昌 330000） 摘 要：随着跨国公司数量的增加，公司面对的是对整个世界的管理，因此，公司有必要了解与客户有关的信息，例如：传 统文化、生活方式等等。在这种背景下，如果公司想让他们的产品畅销并且想建立产品知名度，就必须了解不同的文化特色。语 言、音乐、图画和展览是文化交流的主要形式，广告理应包涵这些元素。文化和广告有着密切的联系，通过广告，我们可以发现 中西文化在价值、道义、思维方式和哲学观念上的异同。 关键词：广告 广告语言 不同的文化 价值风格 中图分类号：H313 文献标识码：A Culture Difference between China and Western Countries: A Comparative Study from the Perspective of Advertising Language CHEN Jing NIE Xue-fen （Jiangxi Normal University Jiangxi ·Nanchang 330000 ） Abstract: Nowadays, with the number of multinational corporations increasing, it’s the whole world that the companies manages, therefore it is necessary for them to know something related to their customers, such as the traditional culture, life style and etc. Under this context, if companies want to make their products become the best selling as well as to build a special brand, they should know the different cultural characteristics. Language, music, pictures and displays types are the main forms of communicating culture, which advertisements have to contain all of these things. Culture and advertisement influence each other hand in hand. Through advertisement, we can see many similarities and differences on values, moral, thinking and philosophical concepts between Western and Chinese culture. Key words: Advertisement; Advertising language; Different culture; Value style Chapter 1: Introduction Chapter 2: The relationship between culture and It is known to all that advertise