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《Study on Chinese and Foreign Commercial Advertisements 中外商业广告研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、StudyonChineseandForeignCommercialAdvertisementsAbstract:WiththeflourishingdevelopmentofChina’seconomyandtheentryintotheWTO，enterpriseshomeandabroadarefacingtheproblemsofcommercialadvertisementsintegratedwiththeworld,namelythedifferencebetweenChineseandwesterncommercialadvertisemen
2、ts.ThisarticlehasusedanumberofexamplestoanalyzeChineseandwesternadvertisements，mainlyfromtheculturalbackground,thinkingmode,linguisticdifferenceandsoon.ItwillexplorethedifferencestoupgradeChina’sadvertisement’sinnovationlevel(创意水平)intoanewstage.Keywords：Commercialadvertisement;comp
3、arisonbetweenchinaandthewest;culturalbackgroundlinguisticdifference摘要:随着中国对外贸易的蓬勃发展及加入世界贸易组织，中外企业都面临着商务广告与国际接轨的问题，即中西方商务广告差异性问题。本文通过大量广告实例，从文化背景，思维方式，语言差异等角度对中外商务广告进行具体的分析，探讨了中外商务广告的差异性，将中国的广告创意水平提高到新的阶段。关键词：商业广告；中西对比；文化背景；语言差异211.Introduction1.1.ConceptionofCommercialAdvertisement
4、sCommercialadvertisementismadeforbenefitandforpublicizingaproductsothatpeoplewouldliketobuyit.Advertisingisapromotionalmeanswhichisgenerallyvaluedandwildlyappliedbyenterprises.Itisamasscommunicationactivity,thegoalofwhichissalespromotionatacertaincost,whichspreadscommoditiesorservi
5、cesandotherrelevanteconomicinformationthroughspecificmedia.CommercialAdvertisement(MarketingAdvertisement):Enterprisesspendmoneyadvocatingtheirproductsandenterprises,soastoincreasetheirpublicityandsales.Thisisalsothepurposeofadvertisement.1.2.EffectofCommercialAdvertisementCommerci
6、aladvertisementisnotonlyaneconomicphenomenon,withitsutilitarian;butalsoaculturalphenomenon,withitsthought.Therefore,commercialadvertising,ontheonehand,canpromotethesales,guideconsumptionwithitscommercialfunctions.Ontheotherhand,italsoshouldservethesociety,conformtospreadpeople'sint
7、erests,moral,culturalideaswhicharesuitabletosocialdemandsandfitabletothecommans.Soitnecessarilyhasitssocialfunction.1.3.PurposeofstudyonCommercialAdvertisementUsually,itisanimportantmeansofcommunicatinginformationamongcommodityproducers,operatorsandconsumers,oranimportantformofbusi
8、nessoccupyingthemarket,sel
