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1、从广告角度比较中西方文化差异I IntroductionLanguageandcultureareinseparable.Eachnational’sspecialculturemodecomesoutofthespeechandbehaviorofthatracebyallmeans.TheyusethEirownlanguagetorecordthethingshappenedbythem.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluenc
2、eandrestrictoflocalculture.Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthecommunityandwiththedevelopmentofsocietyanddev
3、elopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeofrace,theculturalmentalstate,moralconcept,lifestyle,customsandhabits,socialsystem,religionandfaith…etc,willproduceafunctiontotheadvertisementlanguagebyallmeans.Nomatterhowtheadvertisingartdevel
4、op,aslongasitisapopularmethodofcommunicationinvolved,itwillnevertakepartfromlanguage,languagewillbethemostimportantandeffectivecommunicationtool.Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct,expressthetastesensibilityandmakeanintroduc
5、tionofrelatedproductsknowledgelivelyandspecifically.However,thecurrentlanguageisnotmerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlanguageofthesocialculturereflectioniseasilycomprehend
6、edandacceptedbypeople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesigntheadvertisementlanguagewhichmatchesthebasicprincipleofadvertise
7、mentexpressionandsuitesparticularnationalculturalcharacteristic.Eachadvertisementlanguagehasits traceofsocialnationalculture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcustom,valuejudgment,eventhepoliticalbelief,socialsystemtoconsideranadvertiseme
8、ntcreation,inordertokeepwith“nativeson”taste,match“nativeson”mindsethasalreadybeenearnestlypracticedbynumerousadvertisement
