资源描述:
《从广告角度比较中西文化》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、IIntroductionLanguageandcultureareinseparable.Eachnational’sspecialculturemodecomesoutofthespeechandbehaviorofthatracebyallmeans.Theyusetheirownlanguagetorecordthethingshappenedbythem.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluencean
2、drestrictoflocalculture.Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthecommunityandwiththedevelopmentofsoc
3、ietyanddevelopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeofrace,theculturalmentalstate,moralconcept,lifestyle,customsandhabits,socialsystem,religionandfaith…etc,willproduceafunctiontotheadvertisementlanguagebyallmeans.Nomatterho
4、wtheadvertisingartdevelop,aslongasitisapopularmethodofcommunicationinvolved,itwillnevertakepartfromlanguage,languagewillbethemostimportantandeffectivecommunicationtool.Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct,express
5、thetastesensibilityandmakeanintroductionofrelatedproductsknowledgelivelyandspecifically.However,thecurrentlanguageisnotmerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlangu
6、ageofthesocialculturereflectioniseasilycomprehendedandacceptedbypeople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesignth
7、eadvertisementlanguagewhichmatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnationalculturalcharacteristic.Eachadvertisementlanguagehasitstraceofsocialnationalculture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcusto
8、m,valuejudgment,eventhepoliticalbelief,socialsystemtoconsideranadvertisementcreation,inordertokeepwith“nativeson”taste,match“nativeson”mindsethasalreadybeenearnestlypracticedbynumerousadvertisementplanpersonnel.Thei