中外广告对比英文版.ppt

中外广告对比英文版.ppt

ID:49909249

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页数:30页

时间:2020-03-04

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1、AdvertisingContrastBetweenChinaandWestWashingmachineIcecream冰箱已是它的地盘,活着还有什么意义。CollectivismandIndividualismInnovativeandhidebound(墨守成规的)TalkinaroundaboutorstraightforwardwayPositiveandironical(反语的)1.ADisareflectionofcultureChineseadreflectsagroupacommonidea:toemphasizethewhole,at

2、tachesgreatimportancetothefamilyandkinship.Westernadvertisementisareflectionoftheirself-centeredculture,emphasizingtheindividual'sindependenceandpersonality.ChinaWestcollectivismindividualismAcollectivistcultureisoneinwhichpeopletendtoviewthemselvesasmembersofgroupsandusuallycon

3、sidertheneedsofthegrouptobemoreimportantthantheneedsofindividuals.Anindividualistcultureisoneinwhichpeopletendtoviewthemselvesasindividualsandtoemphasizetheneedsofindividuals.China(Collectivism)小小瑞士糖快乐齐分享专业保护健康全家West(Individualism)Tome,thepastisblackandwhite,butthefutureisalways

4、color.对我而言,过去平淡无奇而未来,却多姿多彩——轩尼诗酒Timeiswhatyoumakeofit.——SwatchObeyyourthirst.服从你的渴望——Sprite2.DifferentthinkingwayWesternADalwayscomesstraighttothepoint,soit’snotsohardtoimaginewhatwillbeintroduced.ChineseADshowspeoplethegoodsinanindirectway,especiallywhentheyareconcernedwithemot

5、ions.Onlymeltinthemouthinsteadofinthehands.West(straightforward)不溶在手,只溶在口。——M&M’sLifecomesatyoufast.China(roundabout)委婉的懂得生活,就懂得感受每个瞬间。享受生命里的所有美好。享受行走,每一步都是享受。3.PositiveandironicChineseADwouldliketoshowpeoplethepositiveaspectsofgoods,thatis,nearlyeverybenefitsaretold.WesternADpr

6、eferstoshowgoodsinanironicway,inotherwords,itlooksasifthegoodswerebad.Itmakespeopletothinkmoreaboutit.自打吃了盖中盖,腰不酸了腿不疼了,走路也有劲了,一口气上五楼,不费劲儿。China(positive)MoreaboutChineseADWest(ironic)Itakethemainresponsibilityforinterferingwiththesightofothers.——MINI“Advantages”ofsmoking4.Innova

7、tiveandhidebound(墨守成规的)WesternADisalwaysbasedonrichimaginationandbreakthenormalprocedureofthinkingtocreateabeyondallexpectationsoftheadvertisinglanguage.ChineseADisalwayssaiddirectly,theyonlysaywhattheywanttosayabouttheirgoodstopersuadeconsumerstobuy.Andtheyalwaysusetheveryoldfo

8、rm,whichislackingofinnovativeconsciousness.Chin

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