从广告角度比较中西方文化差异

I   Introduction

Language and culture are inseparable. Each national’s special culture mode comes out of the speech and behavior of that race by all means. They use their own language to record the things happened by them. The advertisement is a kind of manifestation of culture, it’s under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the community and with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faith…etc, will produce a function to the advertisement language by all means. No matter how the advertising art develop, as long as it is a popular method of communication involved, it will never take part from language , language will be the most important and effective communication tool. Advertisement through the performance function of language to describe the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However, the current language is not merely the carrier of products; it adjusts tradition and modern culture factors to make them carry more contents richer than it. In fact, the advertisement language of the social culture reflection is easily comprehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important function to create and design the advertisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its  trace of social national culture, according to every nation’s thinking mode, mental characteristic, living custom, value judgment ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match “native son” mindset has already been earnestly practiced by numerous advertisement  plan personnel. The influence of Chinese and Western culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The company of American P&G named its shampoo “pert-plus” in the United States, being named “perjoice” in the Asia, and its Chinese name is “float soft” to cater for Chinese market, and it can explain a problem very much. Owing to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture background, customs, behavior principle, life style of Chinese and Western have great distinction. Therefore, every country’s advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertising languages. 

Ⅱ. The relationship between culture and language

2.1 The concept of the language and culture

Culture is the all and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is accompanied by the creation of the human society, it is the direct manifestation of thinking. 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 li