从跨文化角度解读广告语.doc

从跨文化角度解读广告语.doc从跨文化角度解读广告语
:广告作为信息传媒的一种重要手段,已经成为人们日常生活当中不可或缺的一部分。广告的出现影响了社会、政治、经济、文化各个方面。因此,从社会文化的角度研究广告语言,不仅能深入体会社会与文化的内涵,更有益于各国文化的交流与发展。
关键词:广告;广告语言;社会因素;文化因素

Study on the Advertising Language from a Cultural Perspective
Abstract: Language is the carrier of advertising. The language styles and rhetorical features of different advertisements are distinctive. Hoents. Therefore, it is of great importance to study the language of advertising from a cultural perspective.
Key u points that, "the interests of family or clan are the basic ones for the Chinese."(Sima Yunjie, 2003; Qian Mu, 1994).
Accordingly, to the advertisers, the reason of achieving their aims is that they indeed the significant e, family. Moreover, they understand hoe" essfully in order to appeal the audiences' feelings about "family".



Adverting language also emphasizes the e" or "family". For instance, "Dear father and mother are e." (Jinlongyu edible oil), "odern advertising is the product of economic society ic and cultural feature. Advertising is an instrument of delivering information to the consumer portant to a culture" (O'Guinn, 1998).That means, some cultures advocates e cultures ost effective advertisements can al a cultural perspective is emphasized, ainly discusses cultural and social elements that affect advertising language, such as, social values, moral values and traditional customs. In