中英文化差异对广告解读的影响.docx
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中英文化差异对广告解读的影响.docx
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中英文化差异对广告解读的影响
论文化差异对解读英汉广告的影响
摘要
文化体现着一个民族的智慧和才能,折射着该民族的独创性和质朴性,装饰着人们的精神和生活。
广告作为社会的一种文化形态,无时无刻不体现着文化的独特性和民族性。
中西广告要想进一步发展,必须要实现中外广告文化的互跨和融合,通过这种互跨和融合,使当今的中外广告达到“求同存异,和而不同”的境界。
广告作为文化的产物,可以更直接地展示文化的关系,所以广告是一门具有浓郁文化色彩与时代特点的艺术形式。
本文对文化差异对解读英汉广告的影响进行了探讨,揭示了英汉广告在集体主义与个人主义、具体思维与抽象思维、直接表达与含蓄表达等方面反映出的文化差异,从文化差异的角度提出了更好的处理方法。
广告随着全球经济的一体化涉和了大量的文化知识,既然广告语言的目的是劝导目标消费者购买其产品或服务,那么充分理解中西文化差异就成了一项举足轻重的任务。
关键词:
中外广告文化;差异;解读;
OnInfluenceofCulturalDifferencesonUnderstandingEnglishandChineseAdvertisements
Abstract
Advertisements,aformofcultureasacommunity,allthetimereflecttheuniquecultureandnationality.AndWesternadvertisinginordertofurtherdevelopmentoftheneedistoachievebetweencross-culturalandforeignadvertisingandintegrationbetweencrossandintegrationthroughthis,today'sChineseandEnglishadvertisingofseekingcommongroundwhilereservingdifferences,anddifferentrealm.Advertisementsastheproductofculture,canshowmoredirectlytotherelationshipofculture,soadvertisingisahastherichculturecolourandtimecharacteristicsformofart.Becausetheglobaleconomyintegration,isinvolvedalotofadvertisingcultureknowledge.Sincethepurposeofadvertisinglanguageisdeceivedtargetconsumersbuytheirproductsorservices,sofullyunderstandthedifferencesbetweenchineseandwesternculturebecameanimportanttask.
Keywords:
ChineseandEnglishadvertisingcultureDifferenceInterpretation
Contents
摘要……………………………………………………………………….………..I
Abstract………………………………………………………………………….…II
CHAPTERIIntroduction…………………………………………………………..1
1.1Theresearchpurposes……………………………………..……………..1
1.2TheSignificance……………………………………………………….….1
1.3Theimportanceofresearch……………………………………………….1
1.4Thestructuralarrangements………………………………………………1
CHAPTERIIChineseandEnglishCulturalDifferences…….………………...…..3
2.1Thedefinitionofculture………………..…………………………………3
2.2ChineseandEnglishculturaldifferences…………………………………3
2.2.1culturaldifferencesinthinkingmodesofthings……........…………3
2.2.2culturaldifferencesincolor……….…….………………………..…3
2.2.3Culturaldifferencesinnumbers……………………………..………4
CHAPTERIIICulturaldifferencesoftheinterpretationoftheadvertisements…..5
3.1Culturalconnotationdifferences…………………………………...……..5
3.2Valueorientationdifferences………………………………………...……6
3.3Aestheticsdifferences…………………………………………..……..…..6
3.4Wayofthinkingdifferences……………………………………………….7
3.5Religiousdifferences………………………………………………..….…8
CHAPTERIVHowtobetterdealwithculturaldifferences………………...……..9
4.1Notethattheconversionoftheculturalconnotations……...……………..9
4.2Notethattheconversionofrhetoricaldevices………………………..…10
4.3Notethattheconversionofwordorder……….…………………..……..10
4.4Payattentiontotheadvertisinglanguagecharacteristicsofwords……...11
CHAPTERVConclusion…………………..………….…………………….……13
Acknowledgements…………………..……………………………………….…..15
WorkCited…………………………………………………………………….…..16
CHAPTERIIntroduction
1.1Theresearchpurposes
Inthispaper,theculturaldifferencesbetweenEnglishandChinesetointerprettheinfluenceoftheadvertisementisdiscussed,andrevealstheadvertisementsincollectivismandindividualism,concretethinkingandtheabstractthinking,directexpressionandsubtleexpression,etcreflectedculturaldifferences.Ithasproposedabetterapproachfromtheperspectiveofculturaldifferences.
1.2Thesignificance
Eachnation,thestatehasitsownuniqueculture,thegrowingimpactofthewaveofglobalization,theworld'sdiverseculturallandscapeisundergoingcollisionandfusionofChineseandforeignadvertisingcultureisnodifferent.ToHuitongspiritofadheringtothetraditionalChineseculture,toseekcommongroundwhilereservingdifferences,andcommondevelopment,thedevelopmentofadvertisingculturederivedmanifestations,expression,andimplicatureinwhichthedeepculturalthinking,horizontalalignment,researchwillundoubtedlysignificanceofsomeguidanceandhelppushthedevelopmentofcontemporaryChineseadvertisingart.Cultureembodiesthewisdomandabilityofanation,reflectedtheoriginalityandsimplicityofthenation,decoratedwiththespiritandlifeofthepeople.
1.3Theimportanceofresearch
Withthedevelopmentofeconomicglobalization,cross-culturalcommercialactivitiesincreased,advertisingforthegoodssellandtheestablishmentofbrandreputationisbecomingmoreandmoreimportant.But,intheculturaldifferencesbetweentheadvertisingreadingthroughoutinfluencingthestandorfallofadvertisingtranslationandtheeffectofadvertising,therefore,neednotonlyhaveasolidfoundationoflanguage,mustalsohasadeepunderstandingofculture.
1.4Thestructuralarrangements
Thisarticleisdividedintofiveparts,firstintroducedthesignificanceandimportanceofthepurposeofthestudy,followedbyabriefintroductionwherethedefinitionofcultureandtheSino-Britishculturaldifferencesmakeinterpretatio.ThethirdchapterexplorestheperspectiveofcultureandWesternadvertisinglanguage,thecontrastinbetweenindividualismandcollectivism,concretethinkingandabstractthinking,directexpressionandsubtleexpressionoftheSino-Britishculturaldifferencesreflected.Thechapterfourdiscusseshowtobetterdealwithculturaldifferencesfortheinterpretationoftheinfluenceofadvertising,theadvertisingtheimpact.Thelastchaptersummarizesthefulltext.
CHAPTERIIChineseandEnglishCulturalDifferences
2.1Thedefinitionofculture
Cultureisaverybroadconcept,togiveitastrictandprecisedefinitionisaverydifficultthing.Manyphilosophers,sociologists,anthropologists,historiansandlinguistshavebeenworkinghard,tryingtodefinetheconceptofculturefromtheperspectiveoftheirrespectivedisciplines.However,todatestillnotrecognizedasasatisfactorydefinition.Accordingtostatistics,thereisatleast200differentdefinitionsof"culture".Generallyspeaking,cultureisasocialphenomenon,istocreatelong-termformationoftheproduct.Butitisalsoahistoricalphenomenonistheaccumulationofsocialandhistoricalmatter.Rather,culturereferstoacountryoranation'shistory,geography,customs,traditionsandcustoms,lifestyle,literaryarts,behavioralnorms,waysofthinking,valuesandsoon.
2.2ChineseandEnglishculturaldifferences
2.2.1Culturaldifferencesinthinkingmodesofthings
Asweallknow,intheWesternmythsandlegends,thedragon,notthepeople'smindsauspiciousanimals,butthatevilmonster.IntheMiddleAges,dragonisasymbolofevil,thebiblicalstoryofthedevilSatanisconsideredtobethegreatdragon.Therefore,the"Dragon"inassociationwiththeChinesepeopleintheEnglish-speakingcountriesamongcompletelydifferent.Thus,Westernerscalled"AsianTigers"ofEastAsiaSouthKorea,Taiwan,China,HongKong,ChinaandSingapore,fourmoreeconomicallydevelopedcountriesandregions,willbetranslatedintoFourAsianDragons,Iamafraidtobeillconceived.SomeonewilltranslateintoFourAsianTigers,whichisagoodculturalinformationpeer.
2.2.2Culturaldifferencesincolor
Understandingofdifferentculturesofpeopleincoloraresimilar,buttheyfeelforavarietyofcolorsmaybedifferent,evenopposite,thereasonisthatthecountry'sgeographicallocation,historicalandculturalbackgroundandcustoms.
Forexample:
blueintheEnglish-speakingcountrieshaveamelancholymeaning,theUnitedStatesblueMonday,referstoabadmoodMonday.BlueskyinEnglishmeans"novalue".However,theblueintheheartsofChinesepeopleisgenerallynotcausedby"depression"or"unlucky"association.
Ofcourse,world-renownedbrand"Bluebird"carisaspecialcase,itisnotasadbirdcar.bluebirdbluewarblerisproducedinNorthAmerica,anditsculturalmeaningof"happiness"So,whentheEnglish-speakingcountriestodrivethecaroftheBlueBirdbrand,theculturalorientationoftheheartsof"happy".
2.2.3Culturaldifferencesinnumbers
Intraditionalchineseculture,"Nine"and"long"homonym,"Nine"isoftenusedtorepresentthe"long"means.Forexample,inthehistoryofourcountry,theemperorworship"nine",hopeitslong-termstabilityoftheworld.Shanghaiproductionof"ThreeGun"brandunderwear,brand-nameproducts,translatedintoThreeGuns.IftheThreeGunsbrandunderwearexportstoJapan,ColombiaandNorthAfricaregionwillbewelcomedbyconsumers,saidthe"positive"means"three"inthesecountries.
CHAPTERIIIChineseandEnglishculturaldifferencesoftheinterpretationoftheinfluenceofadvertisements
Fromthecharacteristicsofthelanguageofadvertisementtosee,ChineseadvertisingandallhaveEnglishadvertisementsinplain,popularenough,innovation,increaseattractionandspellingpointedetc.Chineseadvertisingisthroughthesyllablestooverlap,Englishadvertisingisintendedtofamiliarwordspellwrong,oraddnewwordsandShengZaosuffixbefore;Chinese-englishadvertisingastransformationofphrasesentence.Chinese-englishadvertisinguseforeignwords,satisfypeople'spsychology.Intermsofformallrepresenttherhythmicbeautyandrhetoricalbeauty.Twodifferentlanguages,deepreflectchinese-englishnationaldifferentwayofthinking,culturalbackgroundanddifferentphilosophyeastandwest.
3.1Culturalconnotationdifferences
Successfuladvertisingoftenisnotonlytodobusiness,insteadittotheirownbusinessmotivationandcommercialpropertiesofculturalconnotationofcleverlyhidden.Firstofall,advertisingadvocateculturaleffect,useofadvertisingculturepsychology,namelytheimportanceistothenationhistoricalculture,respectingandadmiringtheConfucianculturesages."Con
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- 关 键 词:
- 中英文 差异 广告 解读 影响