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摘要广告用语不仅反映了它所代表的文化，而且反映了一个民族的思文方式和价值观念。而不同的文化有不同的广告用语原则，所以本论文应建立在对中西方两种广告的原则有一定的了解的基础上,通过对比中西方两种传统广告文化的差异，论述由此所产生的语用差异，总结出在中西方两种不同思想和价值体系下的广告用语差异的文化根源。最终对中西方广告文化原则达到一定的认知，以更好地适应广告已经充斥了我们生活方方面面的经济文化全球化时代。9927
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关键词 广告 文化 差异
毕 业 论 文 外 文 摘 要
A Comparative Study on Chinese and Western Culture through Advertising
Abstract:
Advertising can reflect not only the culture it represents, but also national way of thinking. Different cultures have different way of conducting their advertising. The main target of studying Chinese and western advertising culture is not to study the main objective differences, but to search for cultural roots behind the advertising performance. In the end, the language learners can learn and come to an understanding of the basic rules of Chinese and western advertising.
Keywords: Chinese and western advertising Chinese and western culture Chinese and western differences.
Table of Contents
1. The necessity of the research .... 5
2. The research background .... 5
3 The macroscopic differences between Chinese and Western advertising culture...6
3.1Harmony and Analysis .... 8
3.2Family-based and inpidual-based ... ... 8
3.3 Intuitive thinking and logical thinking ... 11
3.4 The attitude to respect and love ... ... 14
4. The features of Chinese and Western advertising culture .. ... 15
4.1The meaning of advertising culture to a ethnic group.. .. 15
4.2 The comparison of Chinese and Western advertising culture. 16
4.3 The development direction of Chinese and Western advertising culture. ... 17
Conclusion .... 18
Acknowledgements.. . 19
Bibliography. 20
1. The necessity of the research