摘要随着经济一体化的迅速发展，广告在经济活动中扮演着越来越重要的作用。由于中英的文化背景、价值观、思维方式等方面不同，这些差异必将对英汉广告产生着重要的影响。 本论文采用例证的研究方法着重探讨文化差异对英汉广告的影响。本文首先介绍广告的定义、目的和功能; 其次，通过大量的例子对比分析英汉广告的差异; 最后，探究其差异的原因。本文研究目的在于通过研究加强人们在了解英汉广告过程中的跨文化意识,以便设计出更多出色的广告，促进中英文化之间的传播与交流。83880

毕业论文关键词：英汉；广告；文化差异

Abstract  With the rapid development of global economic integration, advertising plays a more and more important role in economic activities。 Because Britain and China have many significant differences in cultural background, values and ways of thinking and so on, these differences will also have a great influence on advertisements。 This paper adopts the research method of exemplification to emphasize the influence of cultural differences on the English and Chinese advertisement。 This paper first introduces the definition, purposes and functions of advertisement; secondly, it analyzes differences of English and Chinese advertisement through a lot of examples。 Finally, it explores the reasons of these differences。 The aim of the paper is to strengthen people’s cross-cultural awareness in the process of understanding English and Chinese advertisement, and design more brilliant advertising, and promote the spread and integration of culture between China and Britain。

Key words: Britain and China; advertisement; cultural difference

Contents

摘 要。。i

Abstractii

I。 Introduction。。1

II。 An Introduction to Advertisement。。。2

2。1 Definition of Advertisement 2

2。2 Purposes of Advertisement3

2。3 Functions of Advertisement。。。。4

III。 Differences of English and Chinese Advertisements 。5

3。1 Phonetic Difference 。。5

3。2 Lexical Difference 。。7

3。3 Rhetoric Difference 。8

3。4 Cultural Differences。。。。。。10

IV。 Causes of Cultural Differences Between English and Chinese Advertisements 11

4。1 Cultural Differences in Social Background。11

4。2 Cultural Value Difference 13

4。3 Other Cultural Differences 16

V。 Conclusion17

Bibliography19

Acknowledgements。20

 On the Cultural Differences of English and Chinese Advertisements 

I。 Introduction

 With the development of economic globalization, countries around the world are linked more and more closely and cross-cultural communication is becoming more and more important。 To speak without exaggeration, under the help of mass media advertisement has permeated all aspects of society and had a deep influence on human’s daily life, whenever we turn on the TV, look through a newspaper, or surf on the Internet, advertisements would immediately jump into our sight。 As an important means of promoting sales, building images, providing service, advertisement gradually plays a pivotal role in the modern society。 

    In addition, under the circumstance of economic globalization, a large of foreign products are pouring into the Chinese market competing with homemade products, while Chinese products are sold abroad。 Therefore more and more people begin paying more attention to all kinds of advertisement in order to buy cheap and fine goods。 A good advertising could make the audience have a strong desire to buy, then quicken the sales of product and boost the enterprise to integrate with the world better and faster。 Although the culture of every country or nation influence and permeate each other, the distinctive ethnicity, natural condition, religious belief and the extent of economic development and so on form people’s different traditional concepts, ways of thinking and other value orientations。 The long-standing culture of one country or one nation would not be replaced completely by the other。 Therefore in the background of this cross-culturally commercial communication, the understanding of advertisement between the West and China would become more important。 Only understanding and mastering the cultural differences between countries, can advertisers design better attractive and eye-catching advertising, then make consumers have a strong interest in the product。 This paper will focus on the influence of cultural differences on English and Chinese advertisements。 Through the research and discussion aiming to let people understand the cultural differences stored in the advertisement, and to strengthen the cross-cultural awareness of people。论文网