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1、从广告角度比较中西方文化差异IIntroductionLanguageandcultureareinseparable.Eachnational’sspecialculturemodeesoutofthespeechandbehaviorofthatracebyallmeans.Theyusetheiro.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluenceandrestrictoflocalculture.National
2、cultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguageent.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthemunityandentofsocietyanddevelopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeo
3、frace,theculturalmentalstate,moralconcept,lifestyle,customsandhabits,socialsystem,religionandfaith…etc,entlanguagebyallmeans.Nomatterhoethodofmunicationinvolved,itlanguage,languageostimportantandeffectivemunicationtool.Advertisementthroughtheperformancefunc
4、tionoflanguagetodescribetheimageofproduct,expressthetastesensibilityandmakeanintroductionofrelatedproductsknoerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlanguageofthesocia
5、lculturereflectioniseasilyprehendedandacceptedbypeople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesigntheadvertisementlang
6、uageatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnationalculturalcharacteristic.Eachadvertisementlanguagehasitstraceofsocialnationalculture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcustom,valuejudgment,eventhepol
7、iticalbelief,socialsystemtoconsideranadvertisementcreation,inordertokeepatch“nativeson”mindsethasalreadybeenearnestlypracticedbynumerousadvertisementplanpersonnel.TheinfluenceofChineseandeanakeusexperiencetheinfinitudedelight.Chineseandueller,1966:66).Butin
8、aterial,emphasisspeciallyonthechangeanddifferenceofthenature,stressedthatpersonalfreedom、self—developmentandpersonalenterprise.Thebiggestdifferentbetoniousandpluralistsifthatthepluralistsisnotlimited.L
