摘要

 随着经济全球化的发展，广告已经成为了一种世界范围内的商业行为，变得随处可见。作为一种信息传播方式，广告传播速度快，范围广，深入社会生活的各个方面，影响深远。
广告语言作为一种独特的社会语言，受不同地域文化的影响，因而带着固有的文化烙印，反映不同种类的文化。在这里，广告就不仅仅只是一种经济现象，更是一种文化现象。广告语言作为语言形式的一种，承担着传播文化的使命。广告语言力求简洁生动，易懂易记，富有意境美感，使人印象深刻。一条好的广告语就等于广告成功了一大半。广告语因其短小精悍，且面向的受众不同，因而更加具有针对性，所反映的文化差异更为鲜明，深刻。一方面，这种独具个性特色，兼具文化传统的广告语有利于产品宣传，销售扩大；另一方面，文化差异容易造成消费者的沟通障碍，不能理解甚至造成误解。因此有必要增强跨文化间的交流，加深对广告语后蕴藏的文化背景的理解。
文化具有地域性，独特性，它包含该民族的政治、经济、语言、思想、风俗、信仰等方面，反映不同的生活方式和思维方式。由于地理等原因，中西方的文化差异由来已久，文化冲突不可避免。这种差异在广告语上表现的相当明显。本文主要研究在广告语言上呈现出来的中西方的文化价值观差异，运用实例分析加理论论证，对比比较的研究方法，重点研究文化差异中的个人价值观，思维方式，竞争观念方面，并解析出文化差异产生的主客观原因。
本文既可以作为中英广告语资料的有益补充，也可以为跨文化交流提供便利，以作参考。

关键词：广告语，文化差异，地域性，对比，跨文化交流

Abstract

With the development of economic globalization, advertising has become a worldwide commercial activity which we can see everywhere. As a way of information dissemination, advertising spreads quickly and widely, going deep into all aspects of social life and having a far-reaching influence.
As a special kind of social language, advertising language is born with the inherent cultural characteristics and affected by different regional cultures, reflecting different types of culture. The advertising is not just a kind of economic phenomenon, but also a kind of cultural phenomenon. Advertising language, as a form of language, has the mission to disseminating culture. Advertising language is required to be concise, vivid and impressive. It is easy to understand and remember. Moreover, it should express artistic conception and beauty. A good advertising slogan is tantamount to a major success. Advertising slogan is always terse and forceful, full of energy. Because it should face different audiences, Advertising slogans must be specific and attractive. More important, it must be highly targeted, so cultural differences reflected in advertising slogans are more vivid and profound. On the one hand, this kind of advertising slogan full of unique personality characteristics and cultural traditions is strongly in favor of product promotion and boosting sales. On the other hand, cultural differences are easy to cause communication barriers. In some cases, consumers can not understand what an advertising slogan really wants to express. It is necessary to enhance cross-cultural communication and to deepen the understanding about cultural background hidden behind advertising slogans.
Culture is regional and unique. It contains all aspects of a nation, such as the nation’s politics, economy, language, thought, customs, beliefs, etc. It is the reflection of different ways of living and thinking. Due to geographical and other reasons, the West has a long history of cultural differences with China. Cultural conflict is inevitable. This difference in advertising slogan is quite obvious. This paper studies the differences between Chinese and western cultural values in advertising language. It adopts instance analysis plus theoretical demonstration and comparative research as research methods. It focuses on the cultural differences in personal values, ways of thinking, the concept of competition and cooperation. At last, this paper analyzes some subjective and objective reasons that cause the cultural differences.
This thesis can be used as a useful supplement to Chinese and English advertising language and it can also be used as a reference to facilitate cross-cultural communication.

Key words: advertising language, cultural differences, regionalism, comparison, cross-cultural communication