| 中西文化与广告语言 |
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| 引用本文： | 谭卫国.中西文化与广告语言[J].上海师范大学学报(基础教育版),2003,32(2):107-112. |
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| 作者姓名： | 谭卫国 |
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| 作者单位： | 上海师范大学外国语学院，上海200234 |
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| 基金项目： | 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。 |
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| 摘 要： | 本运用对比的方法，以丰富的广告实例，从哲学观念、思维模式、化心理和道德观念四种视角讨论了中西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化的具体反映。章试图说明，反映中西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。
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| 关 键 词： | 中西文化 广告语言 哲学 思维模式 文化心理 道德 |
| 文章编号： | 1004-8634(2003)02-0107-(06) |
| 修稿时间： | 2002年11月10 |
Chinese & Western Cultures and Advertising Language |
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| TAN Weiguo.Chinese & Western Cultures and Advertising Language[J].Journal of Shanghai NOrmal University,2003,32(2):107-112. |
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| Authors: | TAN Weiguo |
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| Abstract: | 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. |
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| Keywords: | Chinese & Western cultures advertising language philosophical thoughts thinking modes cultural psychology moral concepts |
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