跨文化经济交流.pdf

Contents

TITLE:ChineseandWesternCultureValuesinAdvertisingLanguage

Abstract

Introduction

1.Theoriginofadvertisementandslogans

2.ThesimilaritiesofadvertisementbetweenChineseandwestern

2.1BothChineseandwesternadsreflectandexpressthecommonpurposeofthe

creationprinciple

2.2Bothadsreflectthemainstreamtrendofsocialdevelopment

2.3Blendingcharacteristicsinthosetwokindsofads

3.Differencesofcultureinadvertising

3.1Differencereflectedinvaluesystem

3.2DifferenceinCulturalpsychology

3.2.1Authorityworshipandpracticability

3.2.2Theclangroupandindividualstruggle

3.3Differenceincustoms

3.3.1Traditionalandpersonaltype

3.3.2seriousandhumoroustype

3.3.3Directandindirecttype

3.4Differenceinaesthetictaste

4.Conclusion

5.Acknowledgment

Reference

Abstract

Withthedevelopmentandsocialcultureinmodernsociety,advertisementhas

becomeanessentialpartofpeople’slife.Withoutadvertisementrapiddevelopment

areaffectedandrestrictedbysocialcultureandontheotherhandtheycontainand

reflectthesociety.Thisarticleanalyzesthesimilaritiesanddifferencesbetween

onadvertisementssowecanbuildabetterwestcultureexchangeplatforminthe

economiccommunicationbetweenChinaandwesterncountries.

Asweknow,advertisementshasbecomeanessentialpartofpeople’slife.It

mutualeconomiccommunicationbetweencountriescanbeeasier.It’salsohelpfulfor

thecooperationamongcountries.Theoretically,understandingthecultureofeach

otheristhekeytothehumanitiesresearch.

Keywords:Difference;advertising;slogan;cross-cultureeconomycommunication

2

摘要

在现代社会，随着经济和社会文化的发展,广告已成为人类生活中必不可少的一部分。

没有广告的话市场经济就得不到迅速的发展。广告语是广告的核心内容,它作为社会文