題目
課程期末論文
課程名稱
中英語言與文化比較
姓名學號
專業
所在學院
1
A Contrastive Analysis of Chinese and English advertising and
Their Deep Cultural Connotations
Abstract:
Advertising is something that we are all exposed to and it is specialized in
the pragmatic field for the language it uses. As a product of culture, advertising can
reveal
the
relationship
between
language
and
culture.
This
paper
aims
to
make
a
comparative study of the cultural values reflected in Chinese and English advertising.
It
is
focused
on
the
following
three
aspects:
1)
the
“
passive
acceptance
”
of
fate
by
seeking
harmony
with
nature
in
traditional
Chinese
ideology
versus
the
“
active
mastery
”
in the person-nature relationship in western ideology; 2) traditional Chinese
culture weights heavily collective value whereas western culture values the individual
personality; 3) traditional Chinese culture emphasizes the worship of authority while
western culture places primary faith in rationalism. These national cultural differences,
as
the
paper
support,
may
produce
positive
or
negative
effects
on
the
persuasive
functions of the advertisements.
Key words:
Advertising; Cultural comparison; Ideology; Language
中英廣告對比分析及其深沉文化內涵
摘
要:
廣告語言已成為我們每天都有接觸到的一門應用語言,有其獨特之處。廣告作為一
種文化產物,
在一定程度上揭露了文化與語言的深沉聯系。
本文主要對中英廣告中體現的文
化價值進行對比研究,
主要涉及以下三個方面:
(
1
)
傳統中國意識形態中對命運
“被動接受”
,
尋求人與自然的和諧,而西方思想強調“積極掌握”人與自然的關系;
(
2
)傳統中國文化十
分重視集體價值,而西方文化重視個人人格發展;
(
3
)中國人強調對權威的絕對崇拜,而西
方文化崇尚理智與事實。
本文認為,
這些文化差異,
可能對廣告功能帶來正面的或負面的影
響。
關鍵詞:
廣告;文化比較;意識形態;語言
With
the
continuous
development
of
global
economy,
transnational
companies