摘要

随着经济全球化的快速发展，文化的传播与变革也在日益加剧。广告作为一种大众传媒工具，其在政治，经济，文化上的影响力也日益增加。广告语言成为了一种新的文化载体，具有时效性，传播性，国际性的特点，为传播不同国家的文化做出了巨大贡献。但随之而来的，是文化之间产生的碰撞与冲突。中西方文化作为世界文化的两大巨头，两者之间的文化冲突引起了广泛学者的关注。特别是各自所代表的两种文化价值观-个人主义与集体主义，引发了学者的探究。本篇论文将从广告语言中探讨中西方文化中个人主义与集体主义的主要差异，收集大量的具有代表性的国内以及国外的广告语，经过对比分析，得出差异，并观察近几年这两种思想体系的碰撞与融合在广告语言上的体现。只有了解并熟知文化之间的差异，才能真正的进行文化之间的交流与传播，才能反作用于广告语言，促进文化双向传播以及使广告语言收获最大的经济效益。

关键词：广告语言 个人主义 集体主义 中西方文化差异 表现

Contents

1.Introduction of this article: 1

2.Domestic research: 2

3. The Structure of the article 3

4. Individualism: 4

4.1 The definition of individualism: 4

4.2 The Formation of Individualism and Its Expression in Western Culture: 4

4.3 The embodiment of individualism in advertising language in contemporary life: 5

5.Collectivism: 6

5.1 The formation of collectivism and its expressions in Chinese culture: 6

5.2 The embodiment of collectivism in advertising language in contemporary life. 7

6.The differences between collectivism and individualism in Chinese and Western advertising language are mainly manifested in the following aspects: 8

6.1 Family consciousness 8

6.2 Personal Interests and Personal Pursuit 8

6.3 Public Consciousness and Public Interest 8

6.4 Traditional culture 9

7. The integration of collectivism and individualism in advertising language: 11

8.The rules and strategies we should adopt in advertising translation 12

8.1 Respecting and understanding 12

8.2 Adoption theory 12

8.21 What is Adoption theory and the origin of Adoption theory 12

8.22 A Study on the Translation Strategies of Advertising Language in China 12

8.3 How we use Adoption theory when translating advertising in the different background of individualism and collectivism 13

8.31 Literal Translation. 13

8.32 Free translation. 14

8.33 creative translation 15

8.34 Supplementary translation 16

9. Conclusion 18

10.Reference  20

11.Acknowledgements 24