中西广告语言学习知识差异的对比研究.doc

.* A Study of the Different Linguistic Features between Chinese and Western Advertising 中西广告语言差异的对比研究 Contents Abstract..............................................................................................................................2 Introduction…………………………..…………………………………...…………..…3 1.Theoretical Definition and the Relevance of the Research….................……………3 1.1Definition of Advertising ….…………………………………………..………..…3 1.2Value of Advertising……………………………………………………..….....…..4 1.3The Definition of Language and Culture………………………………….….....…4 1.4The Relations between Advertising Language and Culture…...........................…..5 2.Linguistic Features of Advertising……………………..….....……………….………6 2.1 Lexical Features………….…………………………………...…....…..….........…6 2.2 Syntactical Features………………….…………………………………...…....….8 2.3Discourse Features …………………………………………….…..….…......…....10 3.Cultural Differences between Chinese and Western Advertising.........……………11 3.1 Different Philosophy Concept….................…………………………………..... 12 3.2 Different Cultural Atmosphere……..……………...................……....…….........12 3.3 Different Gender Image…………………...………………………….........….…13 3.4 Different Customs………………………………..………………….…………...13 Conclusion..……………………………………..…………………………………....…14 References…………………………………………………….………….…………...... 16 摘　要 随着经济的快速发展，大量的国外产品涌入中国市场，并与国产产品进行竞争。因此，我们不仅需要改变对外贸易方式，还应积极努力地扩大对外市场规模。在这样的全球经济一体的大环境下，我们有必要关注和探讨英语广告。本文从广告的语言和艺术等各个角度对广告语的特征进行深入研究。本文使用了定性研究和定量研究的语言分析法，并利用大量例子去论证广告的各个方面在构成整体结构中的作用。根据文化的产生和广告的背景，文化与广告语言之间的关系也将在本文中讨论。本文的目的是研究中国和西方广告的语言特征并从文化的角度来分析，试图在词汇、句法和语篇层面上考察这些特征，使其对广告学家和语言学者带来帮助。一言以蔽之，中西广告语言存在着相同点，也有差异化的特征，我们应该学习各自的优点，相互补充，相互影响和融合。 关键词 英语广告；语言特点；文化 .* Abstract With the rapid development of economy, lots of offshore products swarm into Chinese market, contemporary compete with inland products. Therefore, we not only need to change the mode of foreign trade, but also active efforts to expand foreign market. In this environment of global economic integration, we need to focus on advertising and discussion in English advertising. This study presents an analytical from all angles and language arts advertising slogan on the characteristics of in-depth study. This article uses qualitative and quantitative research methods of linguistic analysis, and use plenty of examples to demonstrate the various aspects of the role of advertising in the integral structure. According to background cultural production and advertising, the relationship between culture and language of the ad will also be discussed in this article. Purpose of this paper is to study the characteristics of Chinese language and culture from the West and the advertising perspective, trying to examine these features on the lexical, syntactic and textual level, so that advertising experts and linguists help. In short, there is a Western advertising language similarities, there are differences of characteristics, we should learn their respective advantages and complement each other, mutual influence and integration. First of all, the essence of Western culture and language advertising specialties should be absorbed. Secondly, the traditional language and culture and modern Western popular culture should be organically advertising language and cultural integration. Third, the traditional culture should adapt to the development of modern advertising, continuous development in order to promote international exchange, thus speeding up the process of internationalization of Chinese culture. [Key words] English advertising; linguistic features; culture .* Introduction We live in a world of advertisements. Thousands of daily advertising influences our lives. On the one hand, they mean by the various media products and services, on the other hand, they play a really significant and incomparable role in impacting people’s customs, habits, and cultural beauty-appreciation. It lies in the power of magic between the lines. Advertising is a special form of literature, it becomes an important way to spread ideas, showing the characteristics of a series of unique linguistic Advertising not only is a way of propagandizing and transmitting information, but also has become a global form of communication. As a specific career of advertisements, the language can express the ideas by print, radio, TV, or Internet. Excellent advertisements need the support of good advertising language, and the features of English advertisements have great instructive and practical significance. A study of the characteristics of English advertising language from the lexical analysis, and studies about the rhetorical, grammatical, pragmatic aspects of English advertising language. A large number of foreign swarm into the Chinese market, and competition with domestic products. Therefore, we not only need to change the mode of foreign trade, but also active efforts to expand foreign market. In this environment of global economic integration, we need to focus on advertising and discussion in English advertising. This study presents an analytical from all angles and language arts advertising slogan on the characteristics of in-depth study. This article uses qualitative and quantitative research methods of linguistic analysis, and use plenty of examples to demonstrate the various aspects of the role of advertising in the integral structure. According to background cultural production and advertising, the relationship between culture and language of the ad will also be discussed in this article. Purpose of this paper is to study the characteristics of Chinese language and culture from the West and the advertising perspective, trying to examine these features on the lexical, syntactic and textual level, so that advertising experts and linguists help. In short, there is a Western advertising language similarities, there are differences of characteristics, we should learn their respective advantages and complement each other, mutual influence and integration. First of all, the essence of Western culture and language advertising specialties should be absorbed. Secondly, the traditional language and culture and modern Western popular culture should be organically advertising language and cultural integration. Third, the traditional culture should adapt to the development of modern advertising, continuous development in order to promote international exchange, thus speeding up the process of internationalization of Chinese culture. 1. Theoretical Definition and the Relevance of the Research 1.1 Definition of Advertising Advertising is not the way we usually know information and communication, it is often through a variety of sponsors to deliver products, ideas or services, such as information. Often advertising is transmitted in three different ways: audio, video and language. The more common case is that advertising spreads through these three mixed ways. By audio communication, music is often accompanied by language; In TV and animation, music and language instructions blend together. In magazines and newspapers, advertisements are combined together through pictures and words. Albeit pictures and music can offer some hints, or create an atmosphere, but the information on the product is still limited. more serious is that they will cause misunderstanding. Therefore, words and language provide more accurate, credible and detailed information nevertheless pictures and music just is a complementary approach of advertising. Advertising language plays an important role in the exchange of information and persuasion. It has its own unique characteristics. This article examine these features of English advertisements at lexical, syntactic, and discourse level Language Features. By comparing three types of advertising products (everyday consumer goods, industrial equipment and services). This summary similarities between the three different types of ads and differences, the role of language functions will be solved. 1.2 The value of advertising As potential consumers, every day we are mixed media from a wide range of information about services or products of the bombing, the media, including newspapers, radio, television, posters, magazines, Internet, etc. Advertising to the community and its users with a valuable service, as it is described in detail the role of the consumer products, services and structure. It manifests the difference between alternative services and trademark of products, as same as the different features of corporations and institutions. In addition, advertisements tell consumers to use the exact product, service or brand should do to help product and service experience his or her understanding and assessment of his or her use. On the other hand, by making people realize that products, services and ideas to promote advertising sales and profits. Finally, advertising is one of the major forces to help raise living standards around the world. It constructs the content of mass media, and it plays a key role in letting human cognition to the world. It also controls some very important cultural system and popular elements. Combined with communication, marketing and social functions together, advertising has become an indispensable part of modern society. Naturally, the spread of English has become advertising point of view, showing a series of linguistic characteristics important way. 1.3 The Definition of Language and Culture Culture is a social behavior, art, religion, society with inherited customs and some other products and humanistic thought composition. With the creation of the language of human society to produce, it is the most direct expression of thought. Cultures can be interpreted as symbols and have significance of the system in the competition between their creators, which are ceaselessly in flux, lack fixed boundaries, and contend with one another. Language is the most important human’s communication tool. People use language to preserve and transmit the fruits of human civilization. “Language reflects the characteristics of a nation, which not only includes the nation’s historical and cultural backgrounds, but holds on the nation’s view of life, the way of life and thinking”(Chen, 2010:20). Culture is diverse, language is endless variations (Chen, 2000:20). From the cultural perspective of language communication process, linguists found that people in the process of language communication are come down to not only in language system, but also related with language systems and is closely related to the survival of cultural system. Culture refers to the sum of human society has created material and spiritual wealth, including material culture, institutional culture and spiritual culture. By geography, culture can be divided into Eastern and Western cultures, oriental culture represented by China, Western culture in ancient Greece, Rome, represented in modern Western Europe, North America represented. An integral part of Eastern and Western culture is world culture, but the eastern and western countries and peoples since the geographical environment, production, lifestyles, behavior, communication methods, historical background, political system, economic system, customs, religion differences in beliefs, languages, philosophy, values, time and space, psychological characteristics, ways of thinking, moral ethics and other aspects and showing their cultural identity. When the state language as a living area, social and economic life and psychological stability appeared in human history, language is deeply stamped brand a nation; it is the most typical characterization of the nation and national culture. Advertising language is a subsystem of language, which means that the ad in the use of language, advertising is communicated symbols commodity information and information services, including sign language and nonverbal symbols on the literal language, audio language, graphic language and action language. As some scholars have pointed out: advertising language is pervasive language, but also the most exciting advertising language to say that language is a reflection mirror of the times, then advertising is reflected in the West and Western culture in a mirror! 1.4 The Relations between Advertising Language and Culture Advertising language is a kind of art. Language is a way an expression of culture and customs, and it is part of the culture, it plays an important role in the culture. Language can not exist independently of the culture. Some social scientists believe that language is the cornerstone of culture—no language, no culture (Pan, 2001:30). On the other hand, the language to be influenced by culture, and reflect the cultural phenomenon. On the basis of language and cultural aspects of the history is established. T National way of thinking, values, ideas, habits and behavior will affect the development of the language of aesthetics. The formation of national culture, development and heritage through language to achieve. Language and culture influence each other; we should try to understand and study the relationship between language and culture. Language is like a mirror that reflects the culture of the entire nation, every nation has its own culture. Language and cultural ideas as a carrier, it takes the form of cultural influences and constraints. Understanding their unique cultural background is necessary to understand the language features. And foreign cultures, different languages, are familiar with the history of ethnic customs, values, psychological and lifestyle only national multi-contact, expand their horizons, learn more cultural differences and language. Promote cultural development of the slogan, the advertising slogan to promote its culture. Chinese and Western advertising language has its own unique form contains language and culture of the beautiful language. Charm language fully displayed in the ad. At the same time, it is included in the Chinese language and the social and cultural knowledge of the West, so that we experience the infinite joy. Chinese and Western advertising language, so our understanding of foreign and drew the world cross-cultural communication. 2. Linguistic Features of Advertising 2.1 Lexical Features In general, Chinese and Western advertising can be divided into two categories: public relations and advertising commercials. The first management, promote the credibility of the social groups