中英广告语差异的文化因素_英语论文

an analysis of the Cultural Differences between the Chinese and English Advertisements 

摘要

随着经济全球化，世界各地的商品广告日益增多，学者、专家对广告的研究从深度和广度都明显增强。本文以文化语言学和跨文化交际学为理论依托，对中英广告语的句式、结构和语用修辞等三个方面进行对比研究，旨在挖掘剖析中英广告语差异背后的文化因素。我们研究发现，中英广告语差异的文化因素主要表现在三个方面：思维模式不同、价值观念不同、风俗习惯不同。 

关键词：中英文广告；文化；对比

Abstract

With the development of globalization, the advertisements of products increase day by day all over the world, and researches on advertisements by scholars and experts have been increased both in depth and breadth. Based on the theses of cultural linguistics and cross-cultural communication, this essay compares the frequently-used sentences, common structures, and popular figure of speeches, aiming to excavate and analyze the cultural factors behind the differences of the Chinese and English advertisements. And our research find that cultural differences of the Chinese and English advertisements mainly focus on three aspects, namely, modes of thinking, concept of values, manners and customs.

Keywords: Chinese and English advertisements; culture; comparison