从广告角度比较中西方文化差异

　　IIntroduction
　　Languageandcultureareinseparable。Eachnational’sspecialculturemodecomesoutofthespeechandbehaviorofthatracebyallmeans。Theyusetheirownlanguagetorecordthethingshappenedbythem。Theadvertisementisakindofmanifestationofculture，it’sundertheinfluenceandrestrictoflocalculture。Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement。advertisinglanguagecontainsandreflectsthesocialculture。Languageexistsinthecommunityandwiththedevelopmentofsocietyanddevelopment，andcultureamongthedefiniteroletoplay。Aphilosophyidea，thinkingmodeofrace，theculturalmentalstate，moralconcept，lifestyle，customsandhabits，socialsystem，religionandfaithetc，willproduceafunctiontotheadvertisementlanguagebyallmeans。Nomatterhowtheadvertisingartdevelop，aslongasitisapopularmethodofcommunicationinvolved，itwillnevertakepartfromlanguage，languagewillbethemostimportantandeffectivecommunicationtool。Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct，expressthetastesensibilityandmakeanintroductionofrelatedproductsknowledgelivelyandspecifically。However，thecurrentlanguageisnotmerelythecarrierofproducts；itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit。Infact，theadvertisementlanguageofthesocialculturereflectioniseasilycomprehendedandacceptedbypeople，thiscanpromotetheeffectofadvertisement。Takecognizanceofthis，makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage，ithasimportantfunctiontocreateanddesigntheadvertisementlanguagewhichmatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnationalculturalcharacteristic。Eachadvertisementlanguagehasitstraceofsocialnationalculture，accordingtoeverynation’sthinkingmode，mentalcharacteristic，livingcustom，valuejudgment，eventhepoliticalbelief，socialsystemtoconsideranadvertisementcreation，inordertokeepwithnativesontaste，matchnativesonmindsethasalreadybeenearnestlypracticedbynumerousadvertisementplanpersonnel。TheinfluenceofChineseandWesterncultureonadvertisinglanguageisvarious，TheChineseandWesternadvertisinglanguagealsoreflecttheChineseandWesterncultureinmanyways。ThecompanyofAmericanPamp；GnameditsshampoopertplusintheUnitedStates，beingnamedperjoiceintheAsia，anditsChinesenameisfloatsofttocaterforChinesemarket，anditcanexplainaproblemverymuch。OwingtothedifferencesofChineseandWesternculture，therepresentationformofChineseandWesternadvertisementisperse，advertisinglanguagealsomanifestsdifferentculturevalueandthinkingmode。Astheculturebackground，customs，behaviorprinciple，lifestyleofChineseandWesternhavegreatdistinction。Therefore，everycountry’sadvertisementbusinessmanwillthinkovertheculturebackgroundofconsumers。TheaimofthepaperistolayouttheinfluencestobycomparingChineseandWesternadvertisinglanguages。
　　。Therelationshipbetweencultureandlanguage
　　2。1Theconceptofthelanguageandculture
　　Cultureistheallandtheonewhichconsistbysocialbehavior，art，beliefs，customstransmissionthroughsocietyconductandallotherproductsofhumanworkandthinking。Languageisaccompaniedbythecreationofthehumansociety，itisthedirectmanifestationofthinking。Languagereflectsthecharacteristicsofanation，whichnotonlyincludesthenation’shistoricalandculturalbackgrounds，butholdsonthenation’sviewoflife，thewayoflifeandthinking。Cultureisperse，languageisalsovaried（Chen，2000：20）。Whenthenationasalanguage，livingareas，economiclifeandpsychologicalstabilitycommunityappearsinthehistoryofmankind，languageisdeeplystampedwiththebrandofanation；itisthemosttypicalcharacterizationofthenationandnationalculture。
　　2。2Therelationsoflanguageandculture
　　Languageisameansofexpressingculturalcustoms，asapartofculture，andplaysanimportantroleinculture。Languagecannotseparatefromrelatedculturetobeindependent。Somesociologistsbelievethatthelanguageisthecornerstoneofculturenolanguage，noculture（Pan，2001：30）。Fromanotheraspect，languageisaffectedbylanguageandreflectedtheculture。Languageisbasedonthehistoricalandculturalaspects。Thenationswayofthinking，values，concepts，habitsandbehaviorwillaffectaestheticlanguagedevelopment。Theformationofanationalculture，developmentandabsorptionoughttopassthelanguagetoachieve。Languageandcultureinfluenceeachother；weshouldtrytounderstandlanguageandcultureandtolearnthem。Languageislikeamirrorwhichreflectstheentireculture，andeverynationhasitsownculture。Languageasthecarrierandideaofculture，itsrepresentationformisinfluencedandrestrictedbyculture。Understandtheiruniqueculturalbackgroundtounderstandthelanguagefeatures。Onlymoreexposuretoforeigncultures，familiarwithdifferentlanguagenationalhistoryamorousfeelings，wayoflife，valueandnationalpsychology，openuptheirvision，learnmoreabouttheculturalandlanguagedifferences。Culturepromotesthedevelopmentofadvertisinglanguage，thelanguageofadvertisingpropagandizeitsculture。ChineseandWesternadvertisinglanguagehasitsownuniqueformoflanguagewhichcontainthebeautifulsceneryoflanguageandculture。Thecharmofthelanguageofinstructionisfullydisplayedintheadvertisement。Meanwhile，theChineseandWesternsocialandculturalknowledgewhichcontainedinlanguagemakeusexperiencetheinfinitudedelight。ChineseandWesternadvertisinglanguagesletusdeepenourunderstandingofforeigncountries，andbringtotheworldofcrossculturalexchanges。
　　。ThefeaturesofChineseandWesternadvertisement
　　Advertisementisthespecialperformanceofmodernculturespirit。Asameansofreflectingthereality，advertisinglanguagealsoisthecomponentofculture。Advertisementsadjustpeople’sactivityorbringthesocietyeffectintoplay。Advertisementisamultilanguageartsconveyinginformationtopeopleandusinglanguageforthecarrier（Chen，2000：12）。Therefore，theadvertisinglanguageshouldbesimpleandeasilyunderstood，fluencyandclear，weshouldalsopayattentiontotherhetoricmanneratthesametime。ChineseandWesternadvertisementcitedavarietyofrhetorictoachievetheeffectofmerchandisepromotion，andconsumersarenotconsciouslydeepenedtheimpressionoftheproductaftergainingthespiritedifyingandenjoyingaestheticfeeling，arousingpeople’sdesiretobuyit，suchasantithesis，Hyperbole，Parody，metaphor，rhymeandrepeatedly。Etc
　　OwingtothedifferencesofChineseandWesternculture，therepresentationformisperse。Advertisinglanguagealsomanifestsdifferentculturevaluesandthinkingmode。ChineseandWesternculturehaslargedifferentculturebackground，customs，behaviorconductandwayoflife。Thus，advertiserswillnodoubtconsiderthedemandsofconsumerthroughtheirculturalbackground。ThereIlistsomeexamplesofadvertisementtocompareandanalyzehowtheChineseandWesternnationalcultureinfluencetheiradvertisinglanguage：
　　3。1DifferentPhilosophyconcept
　　TheChinesenationhasinsiststhattheheavenandhumanunitsastheharmoniousone。Forexample：somethingunexpectedmayhappenanytime，Ihavelifeinsurance（ThePeople’sInsuranceCompanyofChina）。Thisadindicatesthatpeoplearenotafraidofaccidentbecausethepeoplehaveinsurance。Theaccidentandinsuranceisaunitandaredispensable。Thatthebusinesslovescustomsisshowedinthisadanditwillcometoanagreementbetweenthem。Atlastthegoaloftheadcomesintotruth。（Mueller，1966：66）。
　　Butinwesternculturetheyinsistthestandpointofpluralistic。Theypayattentiontopersityandchangesofmaterial，emphasisspeciallyonthechangeanddifferenceofthenature，stressedthatpersonalfreedom、selfdevelopmentandpersonalenterprise。Thebiggestdifferentbetweenharmoniousandpluralistsifthatthepluralistsisnotlimited。LookatthisEnglishad：Olympus，Nolimits。Thereislittleyoucan’tbewiththeOlympusZoomLensReflexseries。TheallinXcamerasthatwon’tlimityourcreativeability。（Olympuscamera）。Thecamerahaveonemorefeaturesmakephotographsproducedifferentthentoreflectinpidualcreativityisinthecontinuingdevelopmentandisnotlimitedinthisad。Theadvertisementsshowtheultimatechallengeandseekfreedomcangreatlystimulateconsumerdesiresoenthusiasticconsumption。（Chen，2000：33）
　　3。2Differentculturalvaluesoriented
　　TheWesterncountriesinsistedtheshorttermorientedculture；themainreasonisthehistoryisshorterthanChina。Theydon’tdothebusinesslikeChinesewhooftenusethefactorsofhistoryandtradition，butusethestronganddirectmarketingstrategy（hardsale），aproductoftheimmediateresultsasasellingpoint。Forexample：goandgetitatonce，buyit，fititwell，takeactionrightnow，callnowetc。isthecommonuseinforeignads（Zhu，1996：50）。
　　Valueisthedifferentviewsandattitudesofpeopleregardingthematter。Chinaisatraditionalagriculturaleconomysociety，itissaidthatChineseculturalsystememphasizedthecollectivismandauthoritativecharacter，usingthenaturalvalueorientation。ThisadisamanifestationofthisfeatureofChineseculture：HUALIkillingmosquitotoolsilencewithoutmosquitodedication。Thisadwasexcellentforusingthepartialtoneofmosquitoandlisten。Itbuildstheimageofunknowntopublicdedicationofproductsandcorporation。Topraisesoftheheroesofourcommunitywhoquietlyworkedhard，thisidentityarousestheresonanceinthemindsofvastconsumers。
　　ButintheWesterncapitalsociety，inpidualism、equalityandthedominantnaturalweretheorientation，theystresspersonalitydifferences。ThiscanbeseenfrommanyAmericanadsproducts，therearemanydifferencestryingtoexplainfrom，evenintheabsenceofanydifferencesaswell。IntheUnitedStatesads，thereisapopularphrase，itwouldbe：tocreatedifferent。Forexample：Oneairlinepaintedthevividcolorsontheairframeinordertocatchpeople’seye。Infact，theplaneandserviceofotherairplanecompanyarenotmuchdifferent。
　　3。3Differentculturalpsychology
　　InaccordancewithChineselawsthecontentinadsaboutethnicracialdifferenceandgenderdiscriminationisillegal，adslanguagemustbetruthfulandstandardized。Itshouldconformtotheconstructionofsocialistspiritualcivilization。Thefollowingexampleshowsthedifference。OneAmericancompanyplantstorecruitafemalesecretary，wholookslikepubertygirl，thinkslikeanadultmale，walkslikeadultwoman，workslikeadonkey！InAmericanculture，thisparlancehashumorouseffect。ButitmakesChineseviewersangry：becauseithasthediscriminationmeaningtowardtothefemaleandthedonkeymeansstupidinChineseculture。
　　Belowtherearetwoadsofadvocatingnonsmoking：Thefirstonewasaforeignplanethatwillmakepublicserviceannouncements，itscenterisapictureofarifle，abulletandacigarette。Thetitleis：rapiddeath，slowsuicide。Thisaddirectlyputthedeathlinkedtosmokingthelanguageisexplicitandstraightforward，andhasastrongvisualimpact。Itworkswithundisguisedandstraightforwardmethodofsmokinghazards，toalertpeoplenottosmoke。Howevertheotheroneisadomestictelevisioncommercial。Itshowsusthatthereisaglassofwateronthetable，andthenadropofinkisdroppinginit，afterthatcleanwaterturningintomuddy，andthelastisbigger，withthreedrops。。。untilthewholecleanwatermixedtodirtycompletely。Accompaniedoutersound：Ifsmokes，thelungofuswillbelikethiscupofwater。。。（Shen，1999：36）Thisadslikethefirstone，wanttoremindpeopleofthehazardsonbodyhealth，butitkeepsawayfromthedeathandthroughthesubtlelanguagelikethecleanwaterbecomemuddy，hintstherelationsbetweensmokinganddeath。Theadsaboveshowthedifferentculturalatmosphereofdifferentnationandcountries。Fromthis，wecanseethattheforeignadstrytoforbidsmokingstronglyandstraightforwardly，butlocaladsismeanttoremindtheriseofsmokingpeoplequitsmokingsubtlyandunobjectionable。Thewesternadsmakepeoplethinkseriouslyaftershocked，thedomesticadsisallowedpeopleknowthehazardswhiletasting。Thisisnotjustthefeelingdifferenceofperformance，butmoreimportantisthatitisthroughlanguageandimagestoreflecttheculturaldifferences。
　　3。4Differentculturalatmosphere
　　HonorandcertificatesareoftenusedasatooltoattractChinesecustomers，becauseChinesepeoplealwaysbelieveinauthority。Infact，thehonorarycertificatesdon’trelatetotheproductsselfcharacteristic。Forexample：Shanghaishoesfactoryrecommendsselectionforthenationalwellknowntrademarks，famoustrademarksinShanghai，Ministryoflightindustry。Shanghaihighqualityproducts。（Shanghaishoesfactory），whichisbasicallyusedforlistingalargenumberofcertificatesandaccoladesinlargespace，thisispersuasivetoChinesereaders。Thesecertificatesandidentificationevidencemeansthereputationofhighqualityandreliableassurance。Severalthousandyearsoffeudalsystemproducedthefirmofficialpositionworship；theideahasbeenaffectingthecountry。Thegovernmentawardedacertificateofhonorandtechnologytocompany，thanthecertificateshavepricelessefficiency。
　　InsharpcontrastwithChina’sads，Englishadsisnotseensuchexpressionintheads。Evensomeinternationalbrandsandadswillnothonoranyidentificationcertificatestoprove。IntheBritishbasedculture，peoplepursuetheselfworth，notdeliberatelyseekingtocrossoverlocation。Throughinpidualeffortstoshootforsuccessincareermeansthedramaticincreaseofsocialstatusandmaterialwealth。Thepracticalspirithasbeenfullyreflectedinads。Thiscanbeseeninthefollowingexample：SelectedbyJamesBondthesignofExcellence（OMEGA）Switzerlandfamousswatch，superbworkandexpensive，isthebestoptionofsuccessfulpeople。AdshavechosenJamesBond，thesuccessfulspy，torepresenttheswatch，hehasatremendousattractionforads，hasgalacticimpelpower。
　　3。6Differentgenderimage
　　3。7Differentcustoms
　　Thenationalholidayisanimportantcomponentofnationalcustomsandtraditions。Eachnationhasitsowntraditionalmethodofcelebratingfestival。Forexample：Chinahasmanyimportanttraditionalfestivals，SpringFestival，MidAutumnFestival，andDragonBoatFestivalandsoon。Differentfestivalhasdifferentcustoms。ChinesefestivalislikethefamilyreunioninSpringFestival，childrenwearingnewclothes，firethefirecrackers，gifttheredenvelopestoeachother，andsayafewluckyphrasestogetthefortune。InDragonBoatFestival，everybodyeatsChibaozianddumplings，MidAutumnFestivalisoneofthefestivalsthatHanethnicmisshisdistantrelatives；theywilleatmooncakesandsaltyegg，etc。Thebackgroundmusictotheseadsgivesasensethatarousespeople’sculturalidentityandmakespeoplefeelfriendliness。
　　3。8Differentaesthetics
　　Beautifulmusic，themovingpictures，wonderfulwordsandbeautifulimage，allabovewillgivepleasureanddeepimpressiontopeople。Manyadsexecutivesunderstandthisverypoint；theydoeverythingpossibletotheconsumertocreatevisualandauditorysenseofbeauty，toenhancetheconsumer’simpression。Peopleindifferentcountries，nationalities，estateanderahavedifferenttastestandard，thiscanbereflectedinthearchitectureandstyleofclothes。InChina’sfeudalsociety，womenwithsmallfeetisseemstobebeautiful。Butthetastestandardofmodernpeopleiswellproportioned。Tothedifferenttastestandard，theassociationarousinginpeople’sbrainisdifferent。Forexample，thecockandwhiteelephantareconsideredasthegookluckandlovelysymbolinChina。However，inWesterneyes，whiteelephantisconsideredtheharmthanbenefit，uselessandcumbersomethings，andcockistheslangmeaningofdischargeofabusivewords。AnotherexampleisthelotuswhichisthesymbolofclearnessthinginChina，butinJapanisnotauspicious（Ding，1998：15）。
　　。Significance
　　AdvertisingLanguagecontainsawealthofculturalconnotations。Languageitselfisacarrierofculture；itporcedfromthenationalculturefactors，andporcefromthelanguageexerciseofnationalculturefactors。Advertisinglanguagehasprofoundsocietypropertyandnationalcultureconnotation。Wecandredgeupspecialculturalconnotationfromdifferentnationalculture’sadvertisinglanguage。TheChineseandWesternadvertisinglanguagefeatureshavesomethingincommonandalsohavedifferences，itshouldlearnfromeachotherandcomplementeachother。Englishadvertisementhassomepractices；itisworthstudyingbyChineseadvertisingworkers。Chineseadvertisingworkersmustworkhard，innovateandmakeforeignthingsserveforChina。Then，Chineseadvertisementcouldmakeprogressandexceedtheleveloftheworld’sadvertisingart。Therefore，inordertoincreasetheattractivenessofadvertisingandpromotiontheculturaldevelopment。Firstofall，thewesterncultureessenceshouldbeabsorbed。Second，traditionalcultureandmodernpopcultureshouldbemorallyandcivillymissedtogether。Third，itshouldmakethetraditionalcultureadaptedtothedevelopmentofthemodernadvertising，sotopromoteinternationalcommunication。ThusitwillmakeChinesecultureinternationalize。
　　。Conclusion
　　Nowadays，advertisementnotonlyrepresentsthepurecommerce，butalsoitisonenewpatternlanguagespecieswhichalreadyisacceptedbythepublic。Culturehasasignificantimpactontheproductionofadvertisingexecution。Allsuccessfuladvertisementswerecreatedaccordinglocalnationalcultureandadvertisingculture。ChineseandWesterncultureshavesignificantpersity，iftheadvertisingproducerdidn’tpayattentiontodistinguishingdifferentculturefeatureswhileproducingtheadvertisement，hewillbehampered。Therefore，thethesisaimstocombineChinesecultureandWesternculture。Infact，onlyinthisway，canpeoplefromdifferentculturescommunicatewellsoastomakeChinaprosperous。
　　References：
　　LeechGN。TheLanguageinAdvertising〔M〕。London：Longmans，GreenandCo。LTD，1966
　　MuellerB。InternationalAdvertising：CommunicatingAcrossCulture〔M〕。WadsworthPublishingCompany，1966。
　　WayneJ。Keeley，EvidenceBasedDentalAdvertisingandSelfRegulation：APerspectivebytheNationalAdvertisingDivision〔M〕，1958。
　　陈秋萍，2000，《广告创意的民族文化内涵》，〔M〕广西社会科学出版社。
　　丁使杰，1998，《现代广告通论》，〔M〕中国物价出版社。
　　李思屈，2002，《广告大创意》，〔M〕四川出版社。
　　潘向光，2001，《现代广告学》，〔M〕浙江大学出版社。
　　沈继诚，2003，《美国民族性格与美国广告语言》，〔J〕浙江师范大学学报（社会科学版）第二十八期，第87第90页。
　　姚小平，2000，《人文研究和语言研究》，〔M〕外语教学与研究出版社