摘要 

语言是人类进行交际的重要手段，也是一种特殊的文化交流方式。广告语作为一种有效的宣传工具蕴含了大量的民族文化元素。广告语是指通过某种特定的媒介公开地向大众传递信息的宣传手段，在人们日常生活中扮演着重要的角色。纵观国内外广告的研究，许多学者从不同的角度对广告语进行分析，但是鲜有从中西方文化观的差异对比角度分析广告语。在此基础上，本文主要阐述了文化与广告的关系，从价值观念、思维模式、家庭观念和宗教差异等方面进行深入探讨， 研究了中西方文化在广告设计中的主要体现，从而揭示出文化的差异性对各国广告业的巨大影响。因此在全球化来临的挑战下，应增强跨文化意识、避免文化差异带来的广告传播障碍。

关键词：广告语；文化；差异性；跨文化

Contents

摘要 i

Abstract ii

Chapter One Introduction 1

Chapter Two Theoretical Framework and Literature Review 3

2.1 An overview of culture 3

2.1.1 Definition of culture 3

2.1.2 Features of culture 4

2.1.3 Cross-cultural communication 4

2.2 An overview of advertisement 5

2.2.1 Definition of advertisement 5

2.2.2 Functions of advertisement 5

2.3 Relationships between culture and advertisement 6

2.3.1 Restrictive relationship 6

2.3.2 Utilization relationship 6

2.3.3 Promotion relationship 7

2.3.4 Reflective relationship 7

2.4 Researches on advertising language 8

Chapter Three Embodiments of Chinese and Western Cultures on Advertising Language 9

3.1 Similarities 9

3.1.1 Practicability 9

3.1.2 Popularity 9

3.1.3 Emotional resonance 10

3.2 Differences 11

3.2.1 Cultural values 11

3.2.2 Thinking modes 12

3.2.3 Family concepts 13

3.2.4 Gender perspectives 14

3.2.5 Religious differences 14

3.2.6 Philosophical thought 15

Chapter Four Solutions of the Globalization to Chinese and Western Advertising 17

4.1 Respect for local customs 17

4.2 Respect for local religious beliefs 17

4.3 Create culture sharing 18

4.4 Achieve cultural integration 18

Chapter Five Conclusion 19

REFERENCES 20

ACKNOWLEDGEMENTS 21