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1、从广告角度比较中西方文化差异IIntroductionLanguageandcultureareinseparable.Eachnational’sspecialculturemodeesoutofthespeechandbehaviorofthatracebyallmeans.Theyusetheiro.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluenceandrestrictoflocalculture.Nationalcultureinfluencesandrestrictsth
2、edevelopmentandexpressionofadvertisinglanguageent.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthemunityandentofsocietyanddevelopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeofrace,theculturalmentalstate,moralconcept,lifestyle,customsand
3、habits,socialsystem,religionandfaith…etc,entlanguagebyallmeans.Nomatterhoethodofmunicationinvolved,itlanguage,languageostimportantandeffectivemunicationtool.Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct,expressthetastesensibilityandmakeanintroductionofre
4、latedproductsknoerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlanguageofthesocialculturereflectioniseasilyprehendedandacceptedbypeople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreat
5、efforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesigntheadvertisementlanguageatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnationalculturalcharacteristic.Eachadvertisementlanguagehasitstraceofsocialnationalc
6、ulture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcustom,valuejudgment,eventhepoliticalbelief,socialsystemtoconsideranadvertisementcreation,inordertokeepatch“nativeson”mindsethasalreadybeenearnestlypracticedbynumerousadvertisementplanpersonnel.TheinfluenceofChinesean
7、deanakeusexperiencetheinfinitudedelight.Chineseandueller,1966:66).Butinaterial,emphasisspeciallyonthechangeanddifferenceofthenature,stressedthatpersonalfreedom、self—developmentandpersonalenterprise.Thebiggestdifferentbetoniousandpluralistsifthatthepluralistsisnotlimited.L
