Abstract

There is a close interrelationship existing between language and culture. Language reflects culture. In return, culture has influence on language. Advertisement language is also a part of culture, which shows the relationship between language and culture directly. With the increasing of multinational corporations, cultural differences play a significant role in advertisement language and business communication. We cannot only define advertisement as an economic tool but also as a kind of cultural exchange. As a result, it is necessary for us to realize and grasp the cultural differences between China and West in advertisement language so that we can persuade purchasing actions of customers with different cultures and promote culture integration.
The thesis aims to express the language features of Chinese and English advertisement language by a great many examples. Meanwhile, the thesis will make a further study on factors leading to cultural differences in advertisement language by comparison from three aspects: values, historical backgrounds and customs.

Keywords: cultural difference; advertisement language; China and the West

摘要

语言与文化息息相关，语言是文化的体现，反之，文化也影响着语言的运用。广告语同样也是文化的一部分，它直接地体现了语言和文化之间的关系。同时随着跨国公司数量的不断增多，文化差异对广告语的设计和商务会谈的影响越来越显著。广告不仅仅是一种经济手段，更是某种形式上的文化交流。因此，了解和运用广告语中的文化差异从而促进消费者的购买行为和促进文化之间的交融就显得尤为有必要。
此篇论文旨在通过大量的广告实例来展现中英文广告语的具体特点，同时运用对比的手法，从价值观，历史背景和习俗三个方面来阐述文化差异产生的原因。

关键词：文化差异；广告语；中西方