从跨文化角度解读广告语

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1、从跨文化角度解读广告语：广告作为信息传媒的一种重要手段，已经成为人们日常生活当中不可或缺的一部分。广告的出现影响了社会、政治、经济、文化各个方面。因此,从社会文化的角度研究广告语言，不仅能深入体会社会与文化的内涵，更有益于各国文化的交流与发展。　　关键词：广告；广告语言；社会因素；文化因素　　　　StudyontheAdvertisingLanguagefromaCulturalPerspective　　Abstract:Languageisthecarrierofadvertising.Thelanguagestylesandrhetoricalfeaturesofdif

2、ferentadvertisementsaredistinctive.Hoents.Therefore,itisofgreatimportancetostudythelanguageofadvertisingfromaculturalperspective.　　Keyupointsthat,"theinterestsoffamilyorclanarethebasiconesfortheChinese."(SimaYunjie,2003;QianMu,1994).　　Accordingly,totheadvertisers,thereasonofachievingtheira

3、imsisthattheyindeedthesignificante,family.Moreover,theyunderstandhoe"successfullyinordertoappealtheaudiences'feelingsabout"family".　　Advertinglanguagealsoemphasizesthee"or"family".Forinstance,"Dearfatherandmotheraree."(Jinlongyuedibleoil),"odernadvertisingistheproductofeconomicsocietyicand

4、culturalfeature.Advertisingisaninstrumentofdeliveringinformationtotheconsumerportanttoaculture"(O'Guinn,1998).Thatmeans,someculturesadvocateseculturesosteffectiveadvertisementscanalaculturalperspectiveisemphasized,ainlydiscussesculturalandsocialelementsthataffectadvertisinglanguage,suchas,

5、socialvalues,moralvaluesandtraditionalcustoms.Inaddition,avarietyofculturalvalueshasbeenreflectedinadvertisinglanguagearealsorespectivelyintroduced.Languageisthecarrierofadvertising.Itcanpropagateinformationandideasrapidlythoughagreatvarietyofmagazines,neagazinesorneents,buthardlytheintera

6、dvertisements.Noightbeexploredasanexcessivelysignificanttask.　　References　　[1]O'Guinn,T.C.etc.Advertising.[M].South-.TheNatureofHumanValues.Neovar,RichardE.Porter.municationbet].ForeignLanguageTeachingandResearchPress,2004.　　[4]戴锦华.雾中风景：中国电影界1978-1998.[M].北京：北京大学出版社，2000.　　[5]钱穆.中国文化史导论.上海

7、:三联书店上海分店，1994.　　简介：李雨茜（1986.12-），女，汉族，山西太原人，山西财经大学经贸外语学院2009级研究生，主要研究方向：英语教育。