A Comparative Analysis of Chinese and English Female Supplies Advertisement from the Perspective of Aesthetics

Abstract

In contemporary society, women have become the main force in the consumer market. Grasping the female consumer psychology helps businesses grasp the market. Women's feelings of beauty, cultural background and social background are all important factors affecting women's aesthetics. Therefore, these factors need to be taken into account in the design of advertising slogans for women's products. In recent years, many scholars in China and abroad have made some achievements in the study of advertising slogans. However, there are few studies on slogans for women's products. Therefore, from the aesthetic point of view, combining the characteristics of women's advertisement language, the author conducted a comparative analysis of Chinese and English female product advertising language.

The paper is divided into three parts. The first part introduces the definition of aesthetics, including aesthetic objects and aesthetic consciousness and their application in advertising, aiming to give readers a clear and concise understanding. The second part explicitly introduces the different points of Chinese and English women in aesthetic psychology, aesthetic style and aesthetic taste by analyzing the slogans of women's products in China and Britain. In the last part, the similarities in rhetoric devices and syntax between the Chinese and English female advertising slogans are introduced. In summary, the paper aims to enhance people's awareness of cross-cultural communication through the above analysis and help readers understand the importance of respecting different cultures and social environments in writing slogans.

Key Words: advertising slogans; aesthetics; women supplies