摘要

    广告语言具有独特的文体特征及表达形式，同时，中英广告语言具有不同的语言及文化特征。文化是广告创作的基本源泉。广告商结合文化创造广告，不仅能够丰富广告的内涵，而且有助于吸引更多消费者。本文结合语言学及跨文化交际理论，揭示中英广告语言中的语言及文化差异，并强调这些差异影响中西方广告语言。

关键词：广告语言，语言差异，文化差异

Abstract

Advertising language carries distinctive stylistic features and have a unique way of representation. Meanwhile, Chinese and English advertisements have their own linguistic features
and cultural backgrounds. Culture is the source of advertising creation. Advertisers associate advertisement with culture can not only enrich the connotation of advertisement, but also helps to attract the audience. By combining linguistic and intercultural communication theories, this paper reveal the linguistic and cultural differences between Chinese and English advertising languages, which emphasizes how these differences exert their impact on the advertising translation.
 
Key words: advertising language, linguistic differences, cultural differences

Advertising is widely used as a medium to promote commodities, attract consumers and exploit markets in modern competitive society, which plays an important role in commercial activities. Nevertheless, the substantial discrepancies between Chinese and English cultures make advertising translation a difficult job. As a way of communication, advertisement is linguistically constructed and culturally shaped. Advertising creation in different countries is affected by their languages and deeply rooted in culture. The differences in culture greatly shape the creation and interpretation of advertisement, and that cultural factors play an important role in achieving commercial success and effective intercultural communication. As Vestergaard and Schroder tersely put it, advertising is a mirror of a nation's culture,"expected to reflect pretty closely the current trends and values system of a society."Furthermore, as an important component and a carrier of culture, language plays a vital role in representing and spreading culture, values and custom.According to Kramsch Clair"language expresses,embodies, and symbolizes cultural reality."However, it is "not through its phoneme or syntax" but through its vocabulary.Hence,Advertisers need to develop intercultural awareness. To motivate the consumers to buy the promoted product, the translators are supposed to respect consumers of the target language and the culture advertisement reflects. This thesis is a study on Linguistic and Cultural Differences in Chinese and English Advertising Languages. Apart from an introduction and a conclusion, this thesis consists of three parts. The introduction is the first chapter that is concerned with the background, purpose, and structure of this thesis. The second chapter analyzed the characteristics of advertising language. The third chapter focuses on the linguistic differences between Chinese and English advertising languages. The fourth chapter provides a detailed analysis of cultural differences in advertisements. Chapter five is a summary of the findings.