Abstract:

Language and culture are closely related with each other, and they are independent and influence each other. On the one hand, language is a part of culture and a carrier of culture. On the other hand, language is restricted by culture and culture is the root of language. Social cultures affect and restrict advertising languages, while advertising languages contain or reflect social cultures. Advertising language, as a kind of applied language, has close relations with the cultural factors, such as a country’s religious belief, value orientation, thinking mode, customs, language forms, aesthetic taste and so on, and has rich cultural connotations. The paper makes a full introduction of advertising language and culture, and explores the differences in two advertising languages with the purpose of a better understanding of the cultural connotation between China and the West.

Keywords: Advertising Language; Culture; Cultural Connotation

摘  要：

语言和文化密切相关，二者相互依存、相互影响。一方面，语言是文化的一部分，也是文化的载体；另一方面，语言又受文化的制约，文化是语言的根基。广告语言作为一种应用语言，与一个国家的宗教信仰、价值取向、思维方式、社会习俗、语言方式和审美情趣等文化因素有着千丝万缕的联系。社会文化影响并制约广告语言，广告语言则蕴含或反映社会文化。为了更好地理解中西方国家的文化内涵，这篇论文对广告语言和文化做了详细的介绍，并探究了这两种广告语言的差异。

关键词：广告语言；文化；文化内涵

1Introduction
Advertising language has the deep cultural imprint, because it is the product of a certain social culture. Social cultures influence and restrict advertising languages, while advertising languages contain or reflect social cultures, and from one aspect, it reveals a nation’s religious belief, value orientation, thinking mode, manners and customs, language forms, aesthetic taste and other cultural factors.
Advertising language in different countries has different cultural connotations. Understanding the inner relationship between different cultural connotations and advertising languages in China and the West is of great significance in better understanding the specific cultural characteristics of advertising languages.
This paper will reveal advertising language, culture and different cultural connotations of Chinese and English advertising language.