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摘 要 ：随着社会经济的发展,广告已经渗入社会的每个角落.广告能提高产品的形象和知名度,同时也能展示特定的文化.本论文从三个角度来具体说明在广告语言上中西方文化的差异.
关 键 词 ：广告；广告语言；文化差异；中国文化；西方文化
[中图分类号]：H31[文献标识码]：A
[文章编号]：1002-2139(2012)-11-0143-02
Ⅰ、Introduction
Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life.
No countries and nations are without their cultures. Since culture is what people do, or “the total life ways of a people, the social legacy the individual acquires from his group”.(O’Guinn 1998:137). The advertisement is a kind of manifestation of culture, it’s under the influence and restrict of local culture while national culture influences and restricts the development and expression of advertising language which is the core content of advertisement. The aim of the paper is to lay out three aspects to illustrate cultural difference in China and Western countries in advertisement.
Ⅱ、Collectivi vs. Individuali
It believed that advertisements that follow the value and belief of people are to be more persuasive. In Chinese ads, Collectivi is a term used to describe any moral, political, or social outlook that stresses human interdependence and the importance of a collective, rather than the importance of separate individuals. Collectivists focus on munity and society, and seek to give priority to group goals over individual goals( wikipedia). The traditional Chinese culture was of an ethical nature and it can be called “morality-worshipping” culture.
This concept is often reflected in advertising language. For example:
走中国道路,乘一汽奥迪（一汽）
喝孔府宴酒,做天下文章（孔府宴酒）
咱老百姓的好药(葵花药业)
情系中国结,联通四海心（中国联通）
以产业报国、以民族昌盛为己任（长虹）
海尔,中国造（海尔）
孔府家酒,叫人想家（孔府家酒）
每喝一杯农夫山泉,就为中国奥运捐出一分钱（农夫山泉）
中国平安,平安中国（平安保险）
From above, we can see that Chinese strive to achieve unity and patibility. But this character is radically opposed by westerns who advocate individuali. Individuali refers to a doctrine advocating freedom from government regulation in the pursuit of a person''s economic goals (wikipedia). This doctrine holds that the interests of the individual should take precedence over the interests of the state or social group. This is due to their history different from the Chinese. So they prefer to be unique individual. This concept can also be found in these ads:
Just do it.(Nike)
The only thing like Coca-cola is Coca-cola itself. (Coca-cola)
"Doing what we do best", and later "Something special in the air". (American Airlines)
Obey your thirst．（Sprite）
We lead. Others copy．（Ricoh）
"I''m lovin'' it！" （McDonalds）
"The Power to Be Your Best. （Apple）
From the above, we can see that the westerns often regard uniqueness and difference as the best quality of products. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature and stress personal freedom, self-development and personal enterprise. Compared with Chinese ads, they don’t focus on “society” and “authority” because it takes for granted that individuals know best and the public authority or society has he right to interfere in the person''s decision-making process only when a very pelling need to do so arises.