中西广告语言差异的对比研究.docx
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中西广告语言差异的对比研究.docx
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中西广告语言差异的对比研究
AStudyoftheDifferentLinguisticFeaturesbetweenChineseandWesternAdvertising
中西广告语言差异的对比研究
Contents
Abstract..............................................................................................................................2
Introduction…………………………..…………………………………...…………..…3
1.TheoreticalDefinitionandtheRelevanceoftheResearch….................……………3
1.2ValueofAdvertising……………………………………………………..….....…..4
2.LinguisticFeaturesofAdvertising……………………..….....……………….………6
2.2SyntacticalFeatures………………….…………………………………...…....….8
3.CulturalDifferencesbetweenChineseandWesternAdvertising.........……………11
3.1DifferentPhilosophyConcept….................………………………………….....12
3.2DifferentCulturalAtmosphere……..……………...................……....…….........12
3.3DifferentGenderImage…………………...………………………….........….…13
3.4DifferentCustoms………………………………..………………….…………...13
摘 要
随着经济的快速发展,大量的国外产品涌入中国市场,并与国产产品进行竞争。
因此,我们不仅需要改变对外贸易方式,还应积极努力地扩大对外市场规模。
在这样的全球经济一体的大环境下,我们有必要关注和探讨英语广告。
本文从广告的语言和艺术等各个角度对广告语的特征进行深入研究。
本文使用了定性研究和定量研究的语言分析法,并利用大量例子去论证广告的各个方面在构成整体结构中的作用。
根据文化的产生和广告的背景,文化与广告语言之间的关系也将在本文中讨论。
本文的目的是研究中国和西方广告的语言特征并从文化的角度来分析,试图在词汇、句法和语篇层面上考察这些特征,使其对广告学家和语言学者带来帮助。
一言以蔽之,中西广告语言存在着相同点,也有差异化的特征,我们应该学习各自的优点,相互补充,相互影响和融合。
关键词英语广告;语言特点;文化
Abstract
Withtherapiddevelopmentofeconomy,lotsofoffshoreproductsswarmintoChinesemarket,contemporarycompetewithinlandproducts.Therefore,wenotonlyneedtochangethemodeofforeigntrade,butalsoactiveeffortstoexpandforeignmarket.Inthisenvironmentofglobaleconomicintegration,weneedtofocusonadvertisinganddiscussioninEnglishadvertising.Thisstudypresentsananalyticalfromallanglesandlanguageartsadvertisingsloganonthecharacteristicsofin-depthstudy.Thisarticleusesqualitativeandquantitativeresearchmethodsoflinguisticanalysis,anduseplentyofexamplestodemonstratethevariousaspectsoftheroleofadvertisingintheintegralstructure.Accordingtobackgroundculturalproductionandadvertising,therelationshipbetweencultureandlanguageoftheadwillalsobediscussedinthisarticle.PurposeofthispaperistostudythecharacteristicsofChineselanguageandculturefromtheWestandtheadvertisingperspective,tryingtoexaminethesefeaturesonthelexical,syntacticandtextuallevel,sothatadvertisingexpertsandlinguistshelp.Inshort,thereisaWesternadvertisinglanguagesimilarities,therearedifferencesofcharacteristics,weshouldlearntheirrespectiveadvantagesandcomplementeachother,mutualinfluenceandintegration.Firstofall,theessenceofWesterncultureandlanguageadvertisingspecialtiesshouldbeabsorbed.Secondly,thetraditionallanguageandcultureandmodernWesternpopularcultureshouldbeorganicallyadvertisinglanguageandculturalintegration.Third,thetraditionalcultureshouldadapttothedevelopmentofmodernadvertising,continuousdevelopmentinordertopromoteinternationalexchange,thusspeedinguptheprocessofinternationalizationofChineseculture.
[Keywords]Englishadvertising;linguisticfeatures;culture
Introduction
Weliveinaworldofadvertisements.Thousandsofdailyadvertisinginfluencesourlives.Ontheonehand,theymeanbythevariousmediaproductsandservices,ontheotherhand,theyplayareallysignificantandincomparableroleinimpactingpeople’scustoms,habits,andculturalbeauty-appreciation.Itliesinthepowerofmagicbetweenthelines.Advertisingisaspecialformofliterature,itbecomesanimportantwaytospreadideas,showingthecharacteristicsofaseriesofuniquelinguistic
Advertisingnotonlyisawayofpropagandizingandtransmittinginformation,butalsohasbecomeaglobalformofcommunication.Asaspecificcareerofadvertisements,thelanguagecanexpresstheideasbyprint,radio,TV,orInternet.Excellentadvertisementsneedthesupportofgoodadvertisinglanguage,andthefeaturesofEnglishadvertisementshavegreatinstructiveandpracticalsignificance.AstudyofthecharacteristicsofEnglishadvertisinglanguagefromthelexicalanalysis,andstudiesabouttherhetorical,grammatical,pragmaticaspectsofEnglishadvertisinglanguage.
AlargenumberofforeignswarmintotheChinesemarket,andcompetitionwithdomesticproducts.Therefore,wenotonlyneedtochangethemodeofforeigntrade,butalsoactiveeffortstoexpandforeignmarket.Inthisenvironmentofglobaleconomicintegration,weneedtofocusonadvertisinganddiscussioninEnglishadvertising.
Thisstudypresentsananalyticalfromallanglesandlanguageartsadvertisingsloganonthecharacteristicsofin-depthstudy.Thisarticleusesqualitativeandquantitativeresearchmethodsoflinguisticanalysis,anduseplentyofexamplestodemonstratethevariousaspectsoftheroleofadvertisingintheintegralstructure.Accordingtobackgroundculturalproductionandadvertising,therelationshipbetweencultureandlanguageoftheadwillalsobediscussedinthisarticle.PurposeofthispaperistostudythecharacteristicsofChineselanguageandculturefromtheWestandtheadvertisingperspective,tryingtoexaminethesefeaturesonthelexical,syntacticandtextuallevel,sothatadvertisingexpertsandlinguistshelp.Inshort,thereisaWesternadvertisinglanguagesimilarities,therearedifferencesofcharacteristics,weshouldlearntheirrespectiveadvantagesandcomplementeachother,mutualinfluenceandintegration.Firstofall,theessenceofWesterncultureandlanguageadvertisingspecialtiesshouldbeabsorbed.Secondly,thetraditionallanguageandcultureandmodernWesternpopularcultureshouldbeorganicallyadvertisinglanguageandculturalintegration.Third,thetraditionalcultureshouldadapttothedevelopmentofmodernadvertising,continuousdevelopmentinordertopromoteinternationalexchange,thusspeedinguptheprocessofinternationalizationofChineseculture.
1.TheoreticalDefinitionandtheRelevanceoftheResearch
1.1DefinitionofAdvertising
Advertisingisnotthewayweusuallyknowinformationandcommunication,itisoftenthroughavarietyofsponsorstodeliverproducts,ideasorservices,suchasinformation.Oftenadvertisingistransmittedinthreedifferentways:
audio,videoandlanguage.Themorecommoncaseisthatadvertisingspreadsthroughthesethreemixedways.Byaudiocommunication,musicisoftenaccompaniedbylanguage;InTVandanimation,musicandlanguageinstructionsblendtogether.Inmagazinesandnewspapers,advertisementsarecombinedtogetherthroughpicturesandwords.Albeitpicturesandmusiccanoffersomehints,orcreateanatmosphere,buttheinformationontheproductisstilllimited.moreseriousisthattheywillcausemisunderstanding.Therefore,wordsandlanguageprovidemoreaccurate,credibleanddetailedinformationneverthelesspicturesandmusicjustisacomplementaryapproachofadvertising.Advertisinglanguageplaysanimportantroleintheexchangeofinformationandpersuasion.Ithasitsownuniquecharacteristics.ThisarticleexaminethesefeaturesofEnglishadvertisementsatlexical,syntactic,anddiscourselevelLanguageFeatures.Bycomparingthreetypesofadvertisingproducts(everydayconsumergoods,industrialequipmentandservices).Thissummarysimilaritiesbetweenthethreedifferenttypesofadsanddifferences,theroleoflanguagefunctionswillbesolved.
1.2Thevalueofadvertising
Aspotentialconsumers,everydaywearemixedmediafromawiderangeofinformationaboutservicesorproductsofthebombing,themedia,includingnewspapers,radio,television,posters,magazines,Internet,etc.Advertisingtothecommunityanditsuserswithavaluableservice,asitisdescribedindetailtheroleoftheconsumerproducts,servicesandstructure.Itmanifeststhedifferencebetweenalternativeservicesandtrademarkofproducts,assameasthedifferentfeaturesofcorporationsandinstitutions.Inaddition,advertisementstellconsumerstousetheexactproduct,serviceorbrandshoulddotohelpproductandserviceexperiencehisorherunderstandingandassessmentofhisorheruse.Ontheotherhand,bymakingpeoplerealizethatproducts,servicesandideastopromoteadvertisingsalesandprofits.Finally,advertisingisoneofthemajorforcestohelpraiselivingstandardsaroundtheworld.Itconstructsthecontentofmassmedia,anditplaysakeyroleinlettinghumancognitiontotheworld.Italsocontrolssomeveryimportantculturalsystemandpopularelements.Combinedwithcommunication,marketingandsocialfunctionstogether,advertisinghasbecomeanindispensablepartofmodernsociety.Naturally,thespreadofEnglishhasbecomeadvertisingpointofview,showingaseriesoflinguisticcharacteristicsimportantway.
1.3TheDefinitionofLanguageandCulture
Cultureisasocialbehavior,art,religion,societywithinheritedcustomsandsomeotherproductsandhumanisticthoughtcomposition.Withthecreationofthelanguageofhumansocietytoproduce,itisthemostdirectexpressionofthought.Culturescanbeinterpretedassymbolsandhavesignificanceofthesysteminthecompetitionbetweentheircreators,whichareceaselesslyinflux,lackfixedboundaries,andcontendwithoneanother.Languageisthemostimportanthuman’scommunicationtool.Peopleuselanguagetopreserveandtransmitthefruitsofhumancivilization.“Languagereflectsthecharacteristicsofanation,whichnotonlyincludesthenation’shistoricalandculturalbackgrounds,butholdsonthenation’sviewoflife,thewayoflifeandthinking”(Chen,2010:
20).Cultureisdiverse,languageisendlessvariations(Chen,2000:
20).Fromtheculturalperspectiveoflanguagecommunicationprocess,linguistsfound
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