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1、论文化差异对解读英汉广告的影响摘要文化体现着一个民族的智慧和才能，折射着该民族的独创性和质朴性，装饰着人们的精神和生活。广告作为社会的一种文化形态，无时无刻不体现着文化的独特性和民族性。中西广告要想进一步发展，必须要实现中外广告文化的互跨和融合，通过这种互跨和融合，使当今的中外广告达到“求同存异，和而不同”的境界。广告作为文化的产物，可以更直接地展示文化的关系，所以广告是一门具有浓郁文化色彩与时代特点的艺术形式。本文对文化差异对解读英汉广告的影响进行了探讨，揭示了英汉广告在集体主义与个人主义、具体思维与抽象思维、直接表达与含蓄表达等方面反映出的文化差异，从文化差异的角度提出了更好的处理方法。广
2、告随着全球经济的一体化涉及了大量的文化知识，既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。关键词：中外广告文化；差异；解读；On Influence of Cultural Differences on Understanding English and Chinese AdvertisementsAbstractAdvertisements, a form of culture as a community, all the time reflect the unique culture and nationality. And Wes
3、tern advertising in order to further development of the need is to achieve between cross-cultural and foreign advertising and integration between cross and integration through this, todays Chinese and English advertising of seeking common ground while reserving differences, and different realm.Adver
4、tisements as the product of culture, can show more directly to the relationship of culture, so advertising is a has the rich culture colour and time characteristics form of art. Because the global economy integration, is involved a lot of advertising culture knowledge. Since the purpose of advertisi
5、ng language is deceived target consumers buy their products or services, so fully understand the differences between chinese and western culture became an important task.Key words: Chinese and English advertising culture Difference Interpretation1Contents摘要.IAbstract.IICHAPTER I Introduction.11.1 Th
6、e research purposes .11.2 The Significance.11.3 The importance of research.11.4 The structural arrangements1CHAPTER II Chinese and English Cultural Differences.32.1 The definition of culture.32.2 Chinese and English cultural differences32.2.1 cultural differences in thinking modes of things.32.2.2 c
7、ultural differences in color.32.2.3Cultural differences in numbers.4CHAPTER III Cultural differences of the interpretation of the advertisements.53.1 Cultural connotation differences.53.2 Value orientation differences.63.3 Aesthetics differences.63.4 Way of thinking differences.73.5 Religious differ
8、ences.8CHAPTER IV How to better deal with cultural differences.94.1 Note that the conversion of the cultural connotations.94.2 Note that the conversion of rhetorical devices.104.3 Note that the conversion of word order.104.4Pay attention to the advertising language characteristics of words.11CHAPTER
9、 V Conclusion.13Acknowledgements.15Work Cited.16CHAPTER I Introduction1.1 The research purposesIn this paper, the cultural differences between English and Chinese to interpret the influence of the advertisement is discussed, and reveals the advertisements in collectivism and individualism, concrete
10、thinking and the abstract thinking, direct expression and subtle expression, etc reflected cultural differences. It has proposed a better approach from the perspective of cultural differences.1.2 The significanceEach nation, the state has its own unique culture, the growing impact of the wave of glo
11、balization, the worlds diverse cultural landscape is undergoing collision and fusion of Chinese and foreign advertising culture is no different. To Hui tong spirit of adhering to the traditional Chinese culture, to seek common ground while reserving differences, and common development, the developme
12、nt of advertising culture derived manifestations, expression, and implicature in which the deep cultural thinking, horizontal alignment, research will undoubtedly significance of some guidance and help push the development of contemporary Chinese advertising art.Culture embodies the wisdom and abili
13、ty of a nation, reflected the originality and simplicity of the nation, decorated with the spirit and life of the people.1.3 The importance of researchWith the development of economic globalization, cross-cultural commercial activities increased, advertising for the goods sell and the establishment
14、of brand reputation is becoming more and more important. But, in the cultural differences between the advertising reading throughout influencing the stand or fall of advertising translation and the effect of advertising, therefore, need not only have a solid foundation of language, must also has a deep understanding of culture.1.4 The structural arrangementsThis article is divided into five parts, first introduced the significance and importance of t
