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1、从广告角度比较中西方文化差异IIntroductionLanguageandcultureareinseparable勺.Eachnationa蹂lsspecialcu泾lturemodecom濂esoutofthesp鲤eechandbehav卸iorofthatrac漠ebyallmeans.荔TheyusethEir掬ownlanguaget蝼orecordtheth涧ingshappened铳bythem.Theadvertisementi颧sakindofmanifestationofc痣ulture,itsu否ndertheinflu粘enceandrestr泻ictoflocal
2、cu撼lture.Nation簋alcultureinf籀luencesandre胲strictsthedevelopmentand旄expressionof糗advertisinglanguagewhichisthecorecon褶tentofadvertisement.adve扔rtisinglangu情agecontainsa志ndreflectsth跌esocialcultu剥re.Languagee唔xistsintheco鲞mmunityandwi麂ththedevelop陪mentofsociet国yanddevelopm笞ent,andcultu峥reamongthede裙fi
3、niteroleto氅play.Aphilosophyidea,thinkingmodeofr鼐ace,theculturalmentalsta飧te,moralconc伪ept,lifestyl耩e,customsand蝣habits,socia骷lsystem,reli铗gionandfaithetc,willpro既duceafunctio罐ntotheadvert统isementlangu早agebyallmean聍s.Nomatterho妗wtheadvertis侃ingartdevelo寮p,aslongasit珩isapopularme犀thodofcommun捏icationi
4、nvol瀑ved,itwillne饰vertakepartfromlanguage,苫languagewill填bethemostimp鲰ortantandeff血ectivecommunicationtool.Advertisemen峭tthroughtheperformancefu锺nctionoflanguagetodescri眨betheimageofproduct,expr帑essthetastes缩ensibilityandmakeanintro棺ductionofrel潘atedproducts劢knowledgeliv鹣elyandspecif穗ically.Howev岸er,
5、thecurrentlanguageisnotmerelythec舵arrierofprod摧ucts;itadjus醺tstraditiona住ndmodernculturefactorsto蛉makethemcarr则ymorecontentsricherthani瓦t.Infact,the隗advertisemen鬻tlanguageoft贶hesocialcult？urereflectioniseasilycom觖prehendedand庸acceptedbype镔ople,thiscan系promotetheef样fectofadvert癞isement.Takecognizance
6、of貅this,makegre啄atefforttodi嘲scusstheinsi骒derelationof珧nationalcult恍ureandadvert亓isementlangu宰age,ithasimp虎ortantfunctiontocreateanddesignthead蚁vertisementl鲞anguagewhich揍matchestheba书sicprinciple裂ofadvertisem鄢entexpressionandsuitespa篷rticularnati朔onalculturalcharacterist降ic.Eachadver簪tisementlang凡ua
7、gehasitst酎raceofsocialnationalcult瘥ure,accordingtoeverynati毫onsthinking姘mode,mentalc赘haracteristi恳c,livingcust赅om,valuejudg伫ment,eventhe屐politicalbel爆ief,socialsystemtoconsid鳄eranadvertisementcreatio望n,inordertokeepwith“nati易veson”taste,澌match“native刘son”mindseth漓asalreadybeenearnestlypracticedbynum
8、忡erousadverti莅sementplanp怨ersonnel.The喹influenceofC豫hineseandWesterncultureo骏nadvertisinglanguageisva埴rious,TheChi诲neseandWeste耕rnadvertisin锣glanguageals缧oreflecttheChineseandWes渴ternculturei嶷nmanyways.Th萼ecompanyofAm郊ericanP&Gnam迹editsshampoo查“pert-plus”i名ntheUnitedStates,bEIngnamed“perjoice”intheA
9、sia,a酌nditsChinese痿nameis“float氍soft”tocater氯forChinesema娓rket,anditca覃nexplainapro鲅blemverymuch.Owingtothed户ifferencesof趺ChineseandWesternculture铣,therepresentationformof家ChineseandWe晷sternadverti栖sementisdive岳rse,advertis彪inglanguagea楱lsomanifestsdifferentculturevalueand寡thinkingmode.Asthecultureb
10、ackground,customs,behaviorprincipl啁e,lifestyleo鬈fChineseandW阒esternhavegr飓eatdistinction.Therefore僳,everycountr祀ysadvertise她mentbusinessmanwillthinkovertheculturebackground诀ofconsumers.薄Theaimofthepaperistolayo嗄uttheinfluencestobycompa娄ringChinesea蝌ndWesternadvertisinglanguages.Th趱erelationshi璇pbetw
11、eencult讧ureandlanguageTheconceptofthelangua雍geandcultureCultureisthe肃allandtheone店whichconsistbysocialbeha乞vior,art,bel拥iefs,customs疃transmission挞throughsocietyconductand准allotherproductsofhumanworkandthinki墉ng.Languagei鲛saccompanied披bythecreatio乓nofthehumans历ociety,itist帽hedirectmanifestationofthin
12、king.Languagereflects鹆thecharacter嵘isticsofanat拐ion,whichnotonlyincludes斥thenationsh肘istoricalandculturalback荽grounds,buth木oldsonthenat陪ionsviewofl璐ife,thewayof匆lifeandthink哥ing.Culturei淳sdiverse,lan蛸guageisalsovaried(Chen,2璺000:20).Whenthenationasa兹language,liv谅ingareas,eco蒡nomiclifeand帐psychologic
13、a尬lstabilityco囿mmunityappea鹱rsinthehisto蚪ryofmankind,languageisde海eplystampedw谣iththebrandofanation;iti瘊sthemosttypi射calcharacter淳izationofthe尥nationandnationalculture哈.Therelatio椟nsoflanguage弄andcultureL袭anguageisame謇ansofexpress雒ingculturalc桩ustoms,asapa煨rtofculture,一andplaysanim电portantrolei莘ncul
14、ture.Lan瀣guagecannots谟eparatefromr伉elatedculturetobeindependent.Somesoc怿iologistsbel惧ievethatthel寿anguageisthecornerstoneo等fculturenol妇anguage,noculture(Pan,20庶01:30).Froma芾notheraspect专,languageisaffectedbylanguageandrefl沫ectedthecult殡ure.Language艇isbasedonthe骥historicalan耠dculturalaspects.Thenatio
15、nswayofthi洗nking,values偈,concepts,ha锗bitsandbehav苠iorwillaffec窍taestheticla汛nguagedevelopment.Thefor姥mationofanat瘘ionalculture胗,developmentandabsorptio租noughttopass帛thelanguaget辁oachieve.Lan圾guageandcult多ureinfluenceeachother;weshouldtrytounderstandlan茛guageandcult诟ureandtolearnthem.Langua麴geislikea
16、mir羔rorwhichreflectstheentir拗eculture,and佥everynationhasitsowncult塌ure.Language楞asthecarrier躏andideaofcul纽ture,itsrepr伏esentationfo尖rmisinfluenc蒡edandrestric嶙tedbyculture茴.Understandt鲞heiruniquecu梯lturalbackgr獍oundtounders泉tandthelangu蔬agefeatures.裥Onlymoreexpo埂suretoforeig揣ncultures,fa锍miliarwithdi
17、fferentlangu婴agenationalh溴istoryamorou颁sfeelings,wa阳yoflife,valu褥eandnational廷psychology,o制penuptheirvision,learnmo刷reabouttheculturalandlan钭guagediffere钢nces.Culturepromotesthed砩evelopmentof雁advertisinglanguage,thelanguageofadv谠ertisingpropagandizeitsc白ulture.Chine腾seandWesternadvertisingl脶anguageh
18、asit奚sownuniquefo屙rmoflanguage椁whichcontain油thebeautiful绘sceneryoflan酰guageandculture.Thecharmofthelanguag喁eofinstructi簪onisfullydisplayedinthea忙dvertisement冤.Meanwhile,t稆heChineseand饺Westernsocia拳landculturalknowledgewhi曳chcontainedi瘦nlanguagemak喀eusexperienc哮etheinfinitudedelight.Ch嗜ineseandWest藓e
19、rnadvertisi顸nglanguagesletusdeepenou泳runderstandi蛭ngofforeignc媒ountries,and屐bringtothewo篡rldofcross-c瘦ulturalexcha诒nges.Thef浑eaturesofChineseandWeste棋rnadvertisem咦entAdvertis痍ementisthespecialperform绷anceofmodernculturespiri壑t.Asameansof儋reflectingth恺ereality,adv暮ertisinglang综uagealsoisth局ecomponent
20、of咎culture.Adve蘑rtisementsadjustpeoples陆activityorbringthesociet幛yeffectintop恍lay.Advertis牡ementisamulti-languagear般tsconveyingi锵nformationtopeopleandusi烂nglanguagefo祚rthecarrier(坝Chen,2000:12跷).Therefore,咙theadvertisinglanguageshouldbesimpleandeasilyund霈erstood，flue颤ncyandclear,便weshouldalso唆payatt
21、ention鲇totherhetori诰cmanneratthesametime.Chi赏neseandWeste昆rnadvertisem弩entcitedavar颈ietyofrhetor殖ictoachievet锍heeffectofme舰rchandisepromotion,andconsumersareno赌tconsciously帆deepenedthei谁mpressionoftheproductaft硪ergainingthe拘spiritedifyi衙ngandenjoyin黩gaestheticfe票eling,arousi筮ngpeoplesdesiretobuyit,露
22、suchasanti徭thesis,Hyper妃bole,Parody,宀metaphor,rhy谰meandrepeate懦dly.EtcOw凉ingtothediff焕erencesofChineseandWeste鄯rnculture,th眸erepresentat谣ionformisdiverse.Advertisinglanguage此alsomanifest掏sdifferentcu企lturevaluesa蠲ndthinkingmo认de.Chinesean尾dWesterncult使urehaslarged眸ifferentcult局urebackgroun髅d,customs
23、,be聩haviorconductandwayoflif瓜e.Thus,adver鳅tiserswillno篱doubtconside臀rthedemandso鬈fconsumerthr澄oughtheircul茌turalbackgro锢und.ThereIli拳stsomeexampl虢esofadvertis沣ementtocompa褡reandanalyze阵howtheChineseandWesternn瓞ationalcultu畏reinfluencet十heiradvertisinglanguage:娴DifferentPh培ilosophyconc抽eptTheChinesen
24、ationhasi柿nsiststhatth掀eheavenandhu塥manunitsasth扔eharmoniouso橛ne.Forexampl茺e:somethingu於nexpectedmay研happenanytim哉e,Ihavelifeinsurance(The扔PeoplesInsu讧ranceCompanyofChina).Thi契sadindicates领thatpeoplear杀enotafraidof抬accidentbeca擂usethepeople拼haveinsuranc郇e.Theaccidentandinsuranc煞eisaunitanda铛redispen
25、sabl楞e.Thatthebus鲳inesslovescu辖stomsisshowe逾dinthisadand吠itwillcometo焓anagreementbetweenthem.Atlastthegoal坤oftheadcomes卅intotruth.(M季ueller,1966:挚66).Butinwe霭sternculture舳theyinsistth僚estandpointofpluralistic柜.Theypayatte胎ntiontodiver瞳sityandchang婕esofmaterial,emphasisspe箕ciallyonthec爿hangeanddiffer
26、enceofthen妊ature,stress似edthatperson北alfreedom、se絷lfdevelopmentandpersona甭lenterprise.Thebiggestdi虺fferentbetwe韭enharmonious黜andpluralist雉sifthatthepl栓uralistsisno踔tlimited.Loo遭katthisEngli鲡shad：Olympus,Nolimits.Th啼ereislittley偕oucantbewit缣htheOlympusZoomLensRefle鞋xseries.Thea劾ll-in-Xcamer样asthatwon
27、tl咄imityourcreativeability.盂(Olympuscame犷ra).Thecamer宙ahaveonemore绒featuresmake糠photographsp您roducediffer疫entthentoref耧lectindividu苜alcreativityisintheconti陶nuingdevelop侮mentandisnot豉limitedinthi亡sad.Theadvertisementssho褐wtheultimate患challengeand飒seekfreedomcangreatlysti曲mulateconsum馨erdesiresoen菡th
28、usiasticco煽nsumption.(C亳hen,2000:33)Differentcul兹turalvalues津orientedChi摆nesecultural辆hasalonghist磕oryandthealcoholcultural犋issignificant.Toillustra教tethequality诖ofgoods,theyattempttoexp尾lainhowlongt氰hewaterlifeb漫yquotatingthehistory.For赘example:(1)L赣egendquality幔,CenturyZHAN躯GYU.(ZHANGYU峋Tokay)(2)T
29、a畏ngpalacedrin桫k,JIANNANCHU呐N(JIANNANCH藤UNDrink)Thos炭etwoalcoholslonghistory埃weregivenexp氘ressiontoonl压ysentences,s腴howingthedee赜pfeelingtowa圉rdconsumers,narrowingthegapbetweentheproductsand斫consumers(Ch擀en,2000:62).TheWesterncountriesinsis句tedtheshorttermorientedc寝ulture;thema蠕inreasonisth猩ehistory
30、issh柃orterthanChi靖na.Theydont疱dothebusinesslikeChinese阌whooftenuset欲hefactorsofh哌istoryandtra牦dition,butus贵ethestrongan淑ddirectmarke桤tingstrategy(hardsale),a挫productofthe“immediatere铅sults”asasel过lingpoint.Fo氦rexample:“g迫oandgetitato炉nce”,“buyit”葸,“fititwell”鹨,“takeaction荩rightnow”,“c跋allnow”etc.ist
31、hecommonus茔einforeignads(Zhu,1996:5龌0).Valueist霄hedifferentv妻iewsandattit婆udesofpeople鞘regardingthe婊matter.China鞅isatradition镧alagricultur掰aleconomysociety,itissai闼dthatChineseculturalsyst娱ememphasized什thecollectivismandauthoritativechara谴cter,usingth笠enaturalvalu窆eorientation丐.Thisadisama廴nifestati
32、onofthisfeature镅ofChinesecul贿ture:HUALIki抒llingmosquit鹄otool“silencewithoutmos埝quito”dedica姻tion.Thisadw渤asexcellentf殳orusingthepa疸rtialtoneof“墚mosquito”and“listen”.Itb晰uildstheimag劣eofunknownto鳌publicdedica膊tionofproduc憨tsandcorporation.Topraisesoftheheroe岿sofourcommun崾itywhoquietlyworkedhard,鹈this
33、identity桕arousesthere僻sonanceinthe槠mindsofvastc散onsumers.Bu汕tintheWester捻ncapitalsociety,individu辜alism、equali燎tyandthedomi商nantnaturalw兜eretheorientation,theyst奈resspersonal跆itydifferenc坪es.Thiscanbe芗seenfrommany路Americanadsproducts,ther媳earemanydiff泅erencestryin哞gtoexplainfr范om,eveninthe巴absenceof
34、anydifferencesa闹swell.IntheUnitedStatesa鼓ds,thereisap含opularphrase饥,itwouldbe:t荐ocreatedifferent.Forexam掺ple:Oneairli椎nepaintedthe沌vividcolorso厌ntheairframeinordertocat箸chpeopleseye.Infact,the和planeandserviceofotherairplanecompanyarenotmuchdifferent.Di蒴fferentcultu奢ralpsychologyAdvertiser罄oftenrefle
35、ct琪ingtakesmeth硗epsychologya符ndtriestoappearthecustom延ers.Adsreflectedtheculturalpsycholo宀gyoflanguageisquitecommo耍n.Suchas:1、congratulatet否omakeapileto踯welcomenewye阖ar,havelongl呼uckGoldlion(Goldlionwea浜ringadvertis斡ement);2、WEI啧LIwashingmac票hine,dedicat鲛edtoamother.哆(WEILIwashingmachine);th咬eadvert
36、ising甍languagecate琅rtotheculturalpsychology葩ofChinese,ha一spersuadedfu畿nction.Goodf均ortune、salar耽y、longevity、茹happyandweal主thwerethesym队bolofChines钸etraditional豁culture.Chinesehavethepsychologyofhearingnicewor哺ds,somanyproductsrelatedtothecommonu囵seshowmenuofthefamilyaff胁ection.Forex步ample:“Aloto鸸fgo
37、odluck,alotofsatisfac撬tion”(FUMAND屏UOinstantnoodles)(Yao,2000:4)and“Abo婊wlniceglueba舣llroundandro乌und,agoodreu姐nionaftereat溻ing(aadverti嵘sementofChineseglutinous丕riceflour)ar颈etwotypesexa枚mpleswhichem拱phasisChines氘evalue.(Yao,辰2000:16)Inco倪ntrast,theWe哥sternculturetakesmoreemphasisonindependenceandi
38、n鳐dividuality;theiradspaym虮oreattention去tocharacterd簸isplay,ideas舄andhumor.“Ko泛dakfilmandyo搌urfamilyhapp爸iness”(Yao,2精000:22)Isapo泫pularadverti亭sementinChin侩asmarket,butitsadsinisa皱pictureofone鹎boyholdingpo甬nchosinoneha蓖nd,andtheoth援erstandingonaswordwithth剃estatements.寐“Hejustkille控dhislastdragon”.
39、(Yao,200恂0:30)Kodakke尔epshappiness吖forChinese,k微eepthefeatforAmerican.T洼hewholeworld怙hasacommonhu钽manemotion,s鹕uchaskinship伴,friendshipa栖ndlove,butth轻eexpressioni台sdifferent.W掏esternersare鼙morecandidan淝dAsiansaremo恻resubtle.“Us肼ingyourtelep坶honetotransmitlove”.BellTelephoneCom丫panydelivert苎hemessage
40、byi塄llustratingpictureofthat澹:thedaughterofanelderlyp涮arentfaraway菜giveaphoneca萆lltothemands挠ay“Iloveyou”坪,andexciteth拯eolderparentsbycontract.“Findonedayf威orustolookth左roughtheroma南ntic”(adsofo岚neHotelinTai汝pei)thisconveysthelovebetweenhusband於andwife.Ther陕omanceissubt暌le(Shen,1999探:20).Inacco颦rdan
41、cewithCh渑ineselawsthe禹contentinads瞧aboutethnicr迥acialdiffere浜nceandgender觉discriminati驽onisillegal,泞adslanguagem苊ustbetruthfu荸landstandard滥ized.Itshouldconformtoth腊econstructio箪nofsocialist邮spiritualcivilization.Th抠efollowingex料ampleshowsthedifference.符OneAmericanc楹ompanyplants洧torecruitafemalesecre
42、tar库y,wholooksli沃kepubertygir鲷l,thinkslike技anadultmale,楹walkslikeadultwoman,workslikeadonkey瞵!InAmericanc趵ulture,thisparlancehashu磨morouseffect钣.ButitmakesC瞅hineseviewer偷sangry:becau镌seithasthedi枸scrimination瘛meaningtowardtothefemale颗andthedonkey邃meansstupidi跚nChinesecult镇ure.Belowth逯erearetwoadsofa
43、dvocating楔non-smoking:叹Thefirstonew鸠asaforeignplanethatwillm牺akepublicser隙viceannounce曛ments,itscen锾terisapictur蓉eofarifle,abulletandacig僚arette.Theti媾tleis:rapidd裆eath,slowsuicide.Thisadd甏irectlyputthedeathlinked嗦tosmokingthelanguageisex柔plicitandstr铕aightforward嶝,andhasastro碥ngvisualimpa都ct.Itwork
44、swi士thundisguisedandstraight肱forwardmetho嫠dofsmokingha增zards,toaler德tpeoplenotto裎smoke.Howeve裘rtheotherone炒isadomestict投elevisioncom穰mercial.Itsh馏owsusthatthe避reisaglassofwaterontheta滚ble,andthena默dropofinkisd涂roppinginit,泷afterthatcle阕anwaterturni紫ngintomuddy,锉andthelastis挤bigger,withthreedrops.大un
45、tilthewho溲lecleanwater班mixedtodirty廨completely.A乘ccompaniedou综tersound:“If孱smokes,thelu幼ngofuswillbelikethiscupo婶fwater.”(Shen,1999:36)插Thisadsliket篇hefirstone,w泵anttoremindp象eopleoftheha饔zardsonbodyhealth,butitkeepsawayfrom别thedeathandt崖hroughthesub麻tlelanguagel尜ikethecleanw暴aterbecomemu淦ddy,hintst
46、he跪relationsbet洧weensmokinga翕nddeath.Theadsaboveshowt既hedifferentc攴ulturalatmos弋phereofdiffe襦rentnationan漫dcountries.F斗romthis,weca药nseethatthef塔oreignadstry惰toforbidsmok片ingstronglya枸ndstraightfo包rwardly,butlocaladsismea写nttoremindtheriseofsmokingpeoplequit险smokingsubtl巨yandunobject馨ionable.Thew种es
47、ternadsmak懊epeoplethink佗seriouslyaft晓ershocked,thedomesticadsisallowedpeo衄pleknowtheha缨zardswhileta馐sting.Thisis纽notjustthefe煸elingdiffere幺nceofperform品ance,butmoreimportantist筒hatitisthrou专ghlanguagean盐dimagestoref厨lectthecultu薄raldifferences.Differen俚tculturalatm鬻osphereChin级esepeopleare鲳notaccust
48、ome横dtoexpressth鹊Eirideasdire珧ctly,buttousetheeuphemis摒m,tortuouswa棕ytoexpress.H禺annationalit猫yaffectedbyC滏onfucianidea翠sismodest,introvertedand钱conservative浔.Thisisunlik嘉eEuropeanand搜Americannati己onalexportan滂dlivelyperso瘥nality.InFra燮nce,forexample,aperfumea则dvertisement押:“Theonedrop牟istothebeauty,twodropisf秕orthelover,t圻hreedropisen狱oughtoleadtooneloveaffair.”(Zhu,1999民:28).Frenchpeoplethinkt山hatthisexpre衄ssionisveryr杆omanticandat逻tractive,but棋Chineseconsu载mersthinkith邹ardtoacceptthisextremeex资pression.Thr仔eedropscanbr真ingaloveisfa搞stopen.Chine