中英文化差异对广告解读的影响.doc

PAGE . . . . . . 论文化差异对解读英汉广告的影响 摘要 \o 文化 文化体现着一个民族的智慧和才能，折射着该民族的独创性和质朴性，装饰着人们的精神和生活。 \o 广告 广告作为社会的一种 \o 文化 文化形态，无时无刻不体现着 \o 文化 文化的独特性和民族性。中西 \o 广告 广告要想进一步发展，必须要实现 \o 中外 中外 \o 广告 广告 \o 文化 文化的互跨和融合，通过这种互跨和融合，使当今的 \o 中外 中外 \o 广告 广告达到“求同存异，和而不同”的境界。广告作为文化的产物，可以更直接地展示文化的关系，所以广告是一门具有浓郁文化色彩与时代特点的 艺术形式。本文对文化差异对解读英汉广告的影响进行了探讨，揭示了英汉广告在集体主义与个人主义、具体思维与抽象思维、直接表达与含蓄表达等方面反映出的 文化差异，从文化差异的角度提出了更好的处理方法。广告随着全球 经济的一体化涉及了大量的文化知识，既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。 关键词：中外广告文化；差异；解读； On Influence of Cultural Differences on Understanding English and Chinese Advertisements Abstract Advertisements, a form of culture as a community, all the time reflect the unique culture and nationality. And Western advertising in order to further development of the need is to achieve between cross-cultural and foreign advertising and integration between cross and integration through this, todays Chinese and English advertising of seeking common ground while reserving differences, and different realm.Advertisements as the product of culture, can show more directly to the relationship of culture, so advertising is a has the rich culture colour and time characteristics form of art. Because the global economy integration, is involved a lot of advertising culture knowledge. Since the purpose of advertising language is deceived target consumers buy their products or services, so fully understand the differences between chinese and western culture became an important task. Key words: Chinese and English advertising culture Difference Interpretation Contents 摘要……………………………………………………………………….………..I Abstract………………………………………………………………………….…II CHAPTER I Introduction…………………………………………………………..1 1.1 The research purposes ……………………………………..……………..1 1.2 The Significance……………………………………………………….….1 1.3 The importance of research……………………………………………….1 1.4 The structural arrangements………………………………………………1 CHAPTER II Chinese and English Cultural Differences…….………………