Abstract With the development of economic integration, the global economic and cultural exchanges at home and abroad have become increasingly frequent, and advertisement has become an important tool for cultural communication. Thus, the analysis and discussion of Chinese and English advertising language has significance for educators, English and Chinese language learners, and cultural exchange.51833

This thesis focuses on the difference between Western and Chinese religion and customs in advertising language. Therefore, this study will discuss three questions: (1) What are the features of religion and customs in Chinese advertising language? (2) What are the features of religion and customs in English advertising language? (3) What is the difference between Western and Chinese religion and customs in advertising language? By the collection of examples of English and Chinese advertising language from the Internet and the corpus and read the relevant literature, this thesis points out the features of Chinese religion are morality, good faith and “he” (harmony), while the features of Western religion are inpidualism and a strong belief in God. This study also explores the difference between Chinese and Western culture in festivals and diet, that is, Chinese customs has Spring Festival and tea culture, while Western customs has Christmas and coffee culture.

Key Words: advertising language     Western and Chinese culture difference  religion and customs

 摘 要随着经济一体化的发展,国内外经济、文化交流的日益频繁,广告已成为文化传播与交流的重要工具。因此，分析和探讨中西广告语言对教育工作者、英汉语言学习者以及文化的交流有重要的意义。

本课题将重点研究英汉广告语言中的宗教和风俗差异。因此，本课题将讨论三个问题，即（1）汉语广告语言中体现哪些宗教信仰和文化风俗？有何特点？（2）英语广告语言中体现哪些宗教信仰和文化风俗？有何特点？（3）英汉广告语言中体现的宗教信仰和文化风俗有何差异？通过搜集互联网和语料库中的英汉广告语言以及阅读相关文献，本课题发现了中国的宗教主要是儒家思想中的道德、诚信以及“和”，而西方的宗教有着个人主义色彩和对上帝强烈的信仰，此外，还发现了中西文化在节日和饮食上的差异，即中国的春节和茶文化与西方的圣诞节和咖啡文化。

毕业论文关键词：广告语言     中西文化差异     宗教与风俗

Contents

Abstract i

摘 要 ii

Chapter One Introduction 1

1.1 Need for the Study 1

1.2 Significance of the Study 1

1.3 Overall Structure of the Thesis 2

Chapter Two Literature Review 4

2.1 Studies on Difference between Chinese and English Advertising Language 

   at Home 4

2.2 Studies on Difference between Chinese and English Advertising Language

   Abroad 6

2.3 Research Gaps 7

Chapter Three Methodology 8

3.1 Research Questions 8

3.2 Data Collection 8

3.3 Data Analysis 10

Chapter Four Results and Discussion 11

4.1 Features of Religion and Customs in Chinese Advertising Language 从广告语言看中西宗教习俗的差异:http://www.youerw.com/yingyu/lunwen_55607.html