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1、Goodmorning,allappraisescommitteemembers.IamMoLinandmysupervisorisWangYan.Withherconstantencouragementandguidance,Ihavefinishedmypaper.Now,itistheshowtime.Iwillpresentmyeffortstoyouandwelcomeanycorrection.ThetitleofmypaperisDifferencesBetweenChineseandWesternVa
2、luesViewedFromTheAdvertisingLanguage.Withthedevelopingglobalizationandtheincreaseinternationaltrade,differentculturevaluesaffecteverythingwedo.Asamediaforcommunication,language,especiallyADlanguagehasprovedtobeinfluentialwithregardstotransmissionofculturevalues
3、.StudyingthedifferencesembodiedinChineseandWesternadvertisinglanguagewouldbehelpfultocross-culturalunderstandingandit’salsoagoodadvancetoourfutureifwecanlearnandintegratethedifferentculturalvalues.Fortheabovefacts,Iselectthesubjectof“DifferencesBetweenChinesean
4、dWesternValuesViewedFromTheAdvertisingLanguage”asthetitleofmypaper.Ihopebystudyingthistopicwecanhelptoavoidcross-culturalmisunderstanding,promotecross-culturalcommunicationandhavebenefitstoforeignlanguagelearning.Then,Iwillshowittoyou.Inthemainpartofthispaper,I
5、divideitintofiveparts,astheintroduction,overviewoftheadvertisinglanguage,overviewofculturalvalues,differencesbetweenChineseandwesternvaluesintheadvertisinglanguageandtheconclusion..Partonepresentsanintroductiontothebasicconceptsandthestudyingpurpose.Parttwopres
6、entsthedefinitionofTheAdvertisingLanguageanditsfunctionsonculture.(generallyspeaking,thereare3functionsonculture,embodimentofculture,communionofcultureanddisseminationofculture)Partthree，overviewoftheChineseandthewesternvalues.ItgivesfivedominantChinesevalues.T
7、heyarebasicallygood,harmonywithnature,pastorientationcollectivismandbeingactivityorientation.Meanwhile,thedominantwesternvaluesarebasicallyevil,masterovernature,futureorientation,individualismanddoingactivityorientation.PartfouremphasizetheDifferencesbetweenChi
8、neseandwesternvaluesintheadvertistinglanguageThroughcontrastanalysisofwell-knownChineseandwesternadvertisinglanguages,provedthedifferencesofculturalvalue.Theyalsoaredividedi
