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1、中英文广告中的中美文化差异研究,英语论文文章在广告文体领域，通过对中英文广告作品的比照研究，讨论了不同地区、不同民族及两个不同国家之间的文化和思维差异，在分析了广告的语言特点，及中美两国之间的历史、民俗、性格偏好及价值观等特点的基础上，讨论了广告中所蕴含的这两种文化在思维方式等方面的差异，同时也向读者展示了广告英语的简约、精到准确、冼练的魔力。 本文关键词语：广告； 文化； 民族； 思维差异； 展示 On Chinese and American Cultural Differences From the Contrast of Chinese and English Ads Abstract
2、 This dissertation analyses the cultural and thinking differences between two respective nations and ethnic groups by contrasting the work of Chinese and English Ads on the basis of discussing the features of advertising；by analyzing the historical, customary, characteristic and value features appea
3、red in advertising language, the cultural differences in the thinking mode in China and America are observed. Meanwhile, this paper presents readers the brevity, accuracy and clarity of English Ads. Key words: Advertisement; Culture; Ethnic; Mode of thinking Manifestation 1. Introduction 1.1 Definit
4、ion of culture In a broad sense, language and advertising are all parts of culture, which E.B.Taylor, the famous anthropologist defined culture as a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of
5、a society. 15 Chinese famous scholars Zhang Dainian and Fang Keli refer culture to four aspects. Firstly, culture as all kinds of instruments. These instruments, or the materialized knowledge forces, are processed by human beings through natural materials. Secondly, culture as systems. These systems
6、 are built up during man s social practice. Thirdly, culture as human behaviour. The behaviour, usually in the form of customs, is set up in social activities, especially in interpersonal communications. Fourthly, culture as ideology, including values, thought style, and aesthetic standards. Over a
7、long time it comes into being as social psychology and social ideology. Social psychology refers to people s spirit state in daily life, or the masses pervasive psychological state. Social ideology consists of political theories, concepts of legislation, philosophy, literature, art, religion, etc. T
8、his article tries to study the relationship between language and culture in a way by laying emphasis on the cultural contents reflected in various Chinese and American advertising works, while most of the other articles discuss culture through vocabulary, grammar structure, syntax, etc. 1.2 Definiti
9、on of advertising The word of Advertising derived from early 20th century. And at first, the word only means informing the public .In 1872, Japan first translated the English word Advertising into 广告 ,it had become commonly used by 1887. Before 1890, the western society defined the Advertising as Ne
10、ws about Product or service. During this stage, Ads were only being taken as a means of disseminating information, as a newspaper conveys recent news to the public. Albert Lasker, the pioneer of American modern advertising, once said that Advertising is the salesmanship in print. Though this definit
11、ion appeared before the emergence of Electronic Media, it has clearly revealed the nature of the Advertising, that is the sales itself has contained the meaning of persuasion. In 1936, American professional Magazine Advertising Age consulted the broad masses for the definition of Advertising, finall
12、y the one which has been selected was that To be paid by the advertisement owner, and to use the way of printing, writing, oral expressing, or picture and so on. To spread the information which are related with personal, customer products, labor, or sports and so on. To increase the purpose for sell
13、ing, utilizing, voting, or supporting and so on. 8 We can know from the definition that the purpose of the Advertising was not only to gain some profit, but also to inform the public or the related person some knowledge. In 1948, the committee on Definitions of the American Marketing Association, ma
14、de the definition of Advertising, which exerted tremendous influence in the world, Advertising is done for confirmed Advertisement owner, to express and spread not by the human beings for the conception, customer products, or service by some kinds of payment. 11 1.3 The purpose of advertising Since
15、advertising is the developing and flourishing industry in modern society. With sale as its nature, the only purpose of advertising is to convince the customers by introducing the merits of products and services. Advertising is the mouth , says good for its products. Advertising is an art, a highly t
16、asted creature, an art which makes its customers feel as if their dream have come true by way of affecting them. As the Advertising pioneer Lemont Robyca once said: The sign of the first class advertising is not only convincing its customers to buy the products eagerly, but itself also becomes an un
17、forgettable image in people s and Ads designers eyes. 8 1.4 Significance of doing this research This paper tries to analysis the cultural differences between America and China by comparing the Ads opus between two countries. There are several reasons for the author to choose this topic, and these re
18、asons can also explain the relationship among language, culture and Ads in some extent. Firstly, since the United States is the global advertising capital, it has the largest and most influential advertising business in the world. China has been transforming its planned economy into a vigorous marke
19、t one, which has grown rapidly over the last two decades. China is a small but robust child in the world of advertising. What s more, China is a major socialist country and the United States a leading capitalist country in the world. The social, ideological realities for the operation of advertising
20、 and its language in these two countries are quite different. Most important of all, the United States is regarded as typical of western culture. The bulk of comparative studies of cultural contents in advertising have used the United States as either a reference frame or a mode of western culture.
21、Similarly, it is meaningful to compare in a cultural perspective the advertising language in the United States with the one in China, though the studies mentioned above are different in many ways from the one in this thesis. Nowadays, advertising in China as well as the United States has become virt
22、ually impossible to avoid or escape, because ads are so pervasive, aggressive, repetitive, and intrusive. Twitchell writes, What distinguishes modern advertising is that it has jumped from the human voice and printed posters to anything that can carry it. Almost every physical object now carries adv
23、ertising, almost every moment of time is calibrated by advertising. 12 In most cases, advertising works by using language in a given cultural environment. Accordingly it leaves us an opportunity to conduct a comparative study of the American and Chinese advertising language in a cultural perspective
24、. This is what the thesis will focus on. 2. Chinese and American social culture reflected in Advertising Works 2.1 Chinese social culture reflected in advertising works It was not the law, or the religion, but the traditional moral standards that maintain public order in ancient society. For thousan
25、ds of years these standards have gradually turned into the cornerstone of Chinese moral system. Though we have the shortcomings of being conservative in our traditional moral system, its positive factors strengthen our moral sense, forge our ethnical character, and greatly influence the development
26、of the Chinese national psychology and the reserved introvertion character. Just as He xiumeng in Modern Advertising said, The ethnic culture plays an active role in public life, and its ethnic feature defines people s reaction, and mode of behavior. 15 The advertising language contains not only the
27、 information of the goods, but the value and behaves, as it is deeply limited and influenced by the moral principles and ethnical character, meanwhile, it also plays an important leading role in spreading our traditional ethnical morality. We can prove this from the following three points. 2.1.1 Hum
28、ility and respect for the others as the code of behavior in Han ethnical morality We all know a famous saying in Shangshu that Pride makes deficit, and humility makes profit. And it has become the behavior criteria of the contemporary people. This sense has also appeared in Advertising language. Suc
29、h as the Ads made by the Beijing Cathy Dress co.ltd advertised it 6410 series by saying that Although I am not the only one for you, but I can meet your satisfactory. The advertisement is good, because it shows respect for the customers, and plain language with cordial tone fits the customer appropr
30、iately, it seems the only purpose of the product is to satisfy the customer. Therefore it is liked and accepted by most consumers. 2.1.2 The Doctrine of the Mean The Doctrine of the Mean plays a tremendous role in Chinese traditional culture. It means 中者不偏不倚，无过而无不及之名，庸平常见也。 Zhong means using the mod
31、est attitude, and never going to extremes. Yong means speaking and acting in accordance with the normal code, and never changes. The sense of the Doctrine of the Mean does not exist isolately, it absorbs the other elements and gradually develops the typical character in Chinese thinking culture. The
32、refore, under such kind of moral sense, the social attitude has greatly limited the Advertising Language. Such as The world number one or Our product has won the global prize always make the consumers doubt their product s quality, because it does not agree with the traditional morality, and therefo
33、re it seems untrue for most of the customers. Meanwhile, the Feland weiqi Industry clique deeply learn the Chinese culture, and used the Ads as Never make radical progress, only acquire steady development. and made great success at that time. With more and more cultural and economic exchange activit
34、ies between the east and the west, the western culture has emerged into our lives, which tells us to be pushy, be confident, be brave in adventure, and become challenging. So it has positively influenced Chinese people s thinking concept and value trend. Such as Beijing Sitong company used 不尽的活力，不懈的
35、追求！ (Endless vitality, unremitting pursue.) Shanshan Clique said : 立足沧海，挑战将来 (Stand in the sea, and challenge the future.) Although it is contrary to the traditional standard-The Doctrine of the Mean, it manifests a value of pursuing success, brilliant, and the dream. So these are also excellent adv
36、ertising works. 2.1.3 Respect for the old and love for the young Since the concept of respect for the old and love for the young has long become our traditional virtue, many advertising people also advocate such value. Such as Jinan Sanzhu oral liquid made an Ads during the Mother s day in 1997, it
37、said: Mum, you brought me up, and now you are bringing my child up, you labored all your life for your daughter without regret, by the time of Mother s Day, my greatest aspiration is to wish you can live long and healthy. 16This ads was calling a love for the family, advocating a prevailing custom,
38、spreading the national virtue, and playing a leading role in establishing people s codes of behavior. 2.1.4 Summary Generally speaking, these three main characters in our ethnical moral system have existed for thousands of years, and these characters and cultural value are also represented in many a
39、dvertising works. So we may say that it is culture that influences the Ads making, and meantime, Ads also help to spread the culture. By studying these advertising works, we can know better of our society, and also make the world to know us well. 2.2 American social culture reflected in advertising
40、work America is a country of only over two hundred years history, and it is called the melting pot , salad bowl , and the globalized country , etc. because of its typical multi-racial, multi-ethnical, and multi-cultural character. Despite of this, American society has also developed a distinctive va
41、lue stystem, which influences all aspects of its national life, and also affects the advertising language. Its main five characters can be seen from the following examples. 2.2.1 Individualism One of the greatest pleasures in life is simply to be treated as an individual. To speak and be heard.to as
42、k and be helped. America is a self-central country, the whole nation lives for their self-realization and self-respect. So the Ads was made directly to the individual. In America, every person has a strong sense of self-respect, every one wants the chance to speak and be heard, they want to be the T
43、op Dog, not the Invisible Man. Such as the ads made by AT T company : Highest Ranking Customer Satisfaction. Staying in touch with your customers, suppliers and partners is imperative to business success-whether you re big or small, local or global. At AT T, we know that from experience. AT T attrib
44、uted its success to the communication with its customers, in order to meet their utmost satisfaction. In other words, it means to respect the consumers, the key to success is to satisfy them. When you want the freedom of a cellular phone, you need the quality of a Motorola. You re free to choose. So
45、 choose everything. (The New York Times, Dec 17, 2001) Americans believe that to win respect, and to realize one s dream, and to make one s life meaningful, they must enjoy the freedom of both thought and action, or everything would be in vain. So the Motorola company published these two Ads , and m
46、ade the freedom as its bait, therefore the consumer would happily and naturally choose their products. Rebel. A bike you can afford to be seen on. Americnas never wants to be bound by the tradition: from the Lost Generation to the Beat Generation, from the Modernism to the Post-modernism, we could f
47、ind their rebelian Character, which was also be discovered by the prudent Japanese . Japan named their motor Rebel , which catered to the American s psychology, and won great success. 2.2.2 Equality of opportunity and fair play America is a typical business society, which stresses Equality of opport
48、unity and fair play and these have become the common social values. So Americans believe that equal opportunity take part in the competence make success, which means under the premise of equal opportunity, and join the competence actively and win success, such a person can be called the winner. Upwa
49、rdly mobile: At United States, we feel everyone deserves the same shot at success. Regardless of their sex or ethnic background, the most valued qualities that we look for are character and motivation. That s what gets you to the top. And, at this airline, the sky s the limit. 14 The ads which the American United Airline advertised for qualified personnel is rather excited to read, it noticed the equal opportunity, promoted only by one s personal quality and the urge fo