摘要
本文运用对比的方法,以丰富的广告实例,从哲学观念、思维模式、文化心理和道德观念四种视角讨论了中西文化对中西广告语言的影响和制约,同时论证了中西广告语言对中西文化的具体反映。文章试图说明,反映中西文化的中西广告语言易被中西受众所接受,可促使广告走向成功。
By way of comparison and contrast, this paper briefly discusses the strong influence of Chinese & Western cultures upon advertising language in the context of the two cultures; meanwhile, the paper clearly demonstrates the specific reflection of the former by the latter. The author conducts the discussion and demonstration from the four perspectives of philosophical thoughts, thinking modes, cultural psychology, and moral concepts. The author intends to show that culture - oriented advertising language is easily acceptable and most likely to contribute to the success of advertising.
出处
《上海师范大学学报（哲学社会科学版）》
2003年第2期107-112,共6页
Journal of Shanghai Normal University(Philosophy & Social Sciences Edition)
基金
上海市教委资助项目"英汉广告语言比较研究"系列论文之一。
关键词
中西文化
广告语言
哲学
思维模式
文化心理
道德
Chinese & Western cultures, advertising language, philosophical thoughts, thinking modes, cultural psychology, moral concepts
