Introduction 论文正文word格式.doc

Introduction Language and culture are closely interrelated: on one hand, language, actually, which is the product and reflection of culture, is an indispensable tool for the expression of culture. On the other hand, culture may make great influence on the form and development of language. Therefore, it is meaningful to analyze the cultural differences through the aspect of language. With the rapid development of economy, the business transactions between different nations become more and more frequent. The channels of product marketing are various. Advertisement is an effective way for traders and businesses to convey information about their goods and services to the potential consumers so as to attract consumers’ interests and try to stimulate their buying behaviors. Because the advertisement affects on the consumers from different cultures, so the smart advertisers make out the cultural differences in order to satisfy different tastes. So this paper focuses on the advertising language from a cultural perspective. The whole thesis is mainly divided into four parts. Part one is a general introduction to language and culture, and also examines the relationship between the two. Part two is a brief introduction of advertising language and the function of advertising language. Part three is the main point of this thesis, which focuses on four aspects, traditional values, thinking patterns, mental identity, custom and religions, to illustrate the cultural differences between China and western countries in advertisement. With many examples employed in this part, it proves that the cultural differences make great influence on the advertisement. Since cultural differences play such an important role in advertising language, then how can we solve these differences between China and western countries? With this question, part five presents the cultural reconciliation between China and western countries in advertisement. Finally, form the parts above, it is concluded that cul