李增知 论文正文.docx
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李增知 论文正文.docx
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李增知论文正文
Introduction
Languageandculturearecloselyinterrelated:
ononehand,language,actually,whichistheproductandreflectionofculture,isanindispensabletoolfortheexpressionofculture.Ontheotherhand,culturemaymakegreatinfluenceontheformanddevelopmentoflanguage.Therefore,itismeaningfultoanalyzetheculturaldifferencesthroughtheaspectoflanguage.
Withtherapiddevelopmentofeconomy,thebusinesstransactionsbetweendifferentnationsbecomemoreandmorefrequent.Thechannelsofproductmarketingarevarious.Advertisementisaneffectivewayfortradersandbusinessestoconveyinformationabouttheirgoodsandservicestothepotentialconsumerssoastoattractconsumers’interestsandtrytostimulatetheirbuyingbehaviors.Becausetheadvertisementaffectsontheconsumersfromdifferentcultures,sothesmartadvertisersmakeouttheculturaldifferencesinordertosatisfydifferenttastes.Sothispaperfocusesontheadvertisinglanguagefromaculturalperspective.Thewholethesisismainlydividedintofourparts.
Partoneisageneralintroductiontolanguageandculture,andalsoexaminestherelationshipbetweenthetwo.
Parttwoisabriefintroductionofadvertisinglanguageandthefunctionofadvertisinglanguage.
Partthreeisthemainpointofthisthesis,whichfocusesonfouraspects,traditionalvalues,thinkingpatterns,mentalidentity,customandreligions,toillustratetheculturaldifferencesbetweenChinaandwesterncountriesinadvertisement.Withmanyexamplesemployedinthispart,itprovesthattheculturaldifferencesmakegreatinfluenceontheadvertisement.
Sinceculturaldifferencesplaysuchanimportantroleinadvertisinglanguage,thenhowcanwesolvethesedifferencesbetweenChinaandwesterncountries?
Withthisquestion,partfivepresentstheculturalreconciliationbetweenChinaandwesterncountriesinadvertisement.
Finally,formthepartsabove,itisconcludedthatculturaldifferencesplaysakeyroleintheadvertisement.Onlywhenweknowthedifferencesandlearnthedifferencescantheadvertisingreachthesuccessfulgoal.
1.Theculture
1.1Thedefinitionofculture
First,weshouldmakeclearthedefinitionofculture.Forexample,wesometimessaythatpeoplewhoknowaboutart,music,andliteraturearecultured.Whatdowemeanbyculturewhenwesaydifferentnationshavedifferentcultures?
Obviously,cultureinthesenseisdifferentfromtheconceptofcultureinthesenseofexcellenttastesinliterature,music;philosophy,art,andetc.Peopleformthesamecountrymakesvariousdefinitionsofculture,becauseofdifferentstudyfields,ofdifferenttheoriesemployed.Therefore,cultureissuchacomplexmatter.InNida’sopinion,cultureisdefinedsuccinctlyas“thetotalityofbeliefsandpracticesofasociety”.(Nida,1988:
3)
Differentnationshavedifferentunderstandingofculture.AsforChinesepeople,culturereferstomaterialwealthaswellasspiritualwealth,whileontheotherhand,westernersgenerallythinkcultureconsistsoftheideas,beliefsandcustomsthataresharedandacceptedbypeopleinasociety.
Chinesepeopleandwesternpeoplehavedifferentunderstandingsofculture.ThedefinitionofculturebyChinesepeopleismoregeneral,whereasthedefinitionbywesternpeopleismorethanthat.Chinesecultureincludesmaterialwealth;thecultureinthewestfocusesonspiritualwealth,suchasliterature,art,ideas,customsandsoon.Thedifferencebetweenthetwoviewsisobvious.Themeaningofcultureisverybroad,coveringeveryaspectofhumansociallife,culturemustbespiritual,andhowever,itshouldbematerial,too.Cultureisthetotalproductsofmaterialwealthandspiritualwealthaccumulatedthroughvarioushistoricalperiodsinhumansociety.
1.2Therelationshipbetweenlanguageandculture
Itisacommonfactthatlanguageandcultureinterrelatewitheachothertoabigextent.Brown,H.Ddescribesthetwolikethis:
alanguageisapartofacultureandacultureisapartofalanguage;thetwoareintricatelyinterwovensothatonecannotseparatethetwowithoutlosingthesignificanceofeitherlanguageofculture.
Soitisgenerallyagreedthatlanguageandcultureinterrelatewitheachothertoadegree.Theyarejustlikeapairoftwins;onecannotpossiblyexistwithouttheother.Language,asonekeypartoftheculture,hasalotofthesimilarfeaturestotheculture.Someoftheircommonfeatureswillbepresentedasfollow:
first,bothofthecultureandlanguagebelongtothewholesociety,ratherthananyindividuals.Second,culturehasitspastanditsfuture;ithasitsformingprocessthroughthelonghistory.Andsimilarly,languageacquisitionisgradual,asnobodycanbebornmasteringthelanguagenomatterinwhichcountryhewasborn.Andalso,therearesomeothersimilarities,whichcannotbelistedhere,onebyone.
Tosumupwhatismentionedabove,languageisnotonlyaveryimportantpartoftheculturebutalsothecarrieroftheculture.
2.Advertising
2.1Thedefinitionofadvertising
Weliveinanadvertisingworld.Advertisementsappeareverywhereinmodernsociety.AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation,advertisingisdefinedasfollows:
Advertisingisthenon-personalcommunicationofinformationusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.(ZhaoJing,1992:
1)
Anotherdefinitionofadvertising:
Anadvertisementisaconversationwithaconsumerthatgetsattention,providesinformation,makesapoint,andencouragessomeonetobuy,try,ordosomething.(XieWenyi,1997:
1)
Advertising,therefore,isabridgebetweentheproductandconsumer.Consumerknowstheproductandtheproductpromotessalesandprofitsallbecauseofadvertising.
2.2Thefunctionofadvertising
Advertisementprovidesavaluableservicetosocietyanditsmembers.Advertisementisnotonlydefinedforconsumersthemessageofproductsbutalsoindicatedthedifferencehatexistsinthesimilarproducts.Ontheother,advertisementpromotessalesandprofitsbydrawingconsumersattention.Finally,advertisementisoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.
Accordingtoitscommunicative,marketingandsocialfunctions,itisobviousthatadvertisingbecomesindispensableinthemodernworld.
3.TheculturaldifferencesbetweenChinaandWesterncountriesinadvertisement
3.1Differentvalues
Asamostimportantaspectinculturalmatters,valuesarethedeep-rootedsentimentorperspectivesharedbymembersofasociety,involvingbeliefs,behavioralmorals,moralcodesandethics,etcthatarepasseddownformgenerationtogenerationwithinaculture,subcultureorcommunity,dictatingtheactionandbehaviorsofitsmember.Theytellpeoplewhatisgood,important,beautiful,beneficial,appropriate…etc.Theyanswerthequestionofwhypeopledowhattheydo.Therefore,indifferentcultures,differentoutlooksofvaluesarereflectedinadvertisements.Valuesarethedefiningexpressionsofculture.Inadvertising,itisstronglybelievedthatthemosteffectiveadvertisementsarethosethatbestexpressandaffirmcoreculturalvalues.Whatadvertisersshoulddoistomaketheadvertisementsconsistentwithvaluesofthetargetedpeople.Ifnot,theyarelikelytoberejected.Everycountryhasitsownvalues,ortheenduringbeliefs.Therefore,itisnecessarytofindoutthedifferentvaluessoastomaketheadvertisementmoreeffective.
3.1.1Collectivismvs.Individualism
AsetofcontradictoryvaluessharedbyChinaandWesterncountriesarecollectivismandindividualism.
Collectivismstressestheinterdependenceamongmembersofacommunityandthesenseofthecollectivewhole,thusthecollectiveinterestisallthetimeabovetheindividual’s.Chinesecollectivismcanbetracedbacktothethreeancientphilosophiesinhistory,namely,Confucianism,Taoism,andBuddhism.TheConfucianismbelievedthatalonemancannotsurviveinanyisolatedwayoflife;hemustobservetheworldandconsiderhiscommunityfromtheperceptionofwholenessandhumanism.(ZhangLexing,2010:
165).Therefore,inChineseculture,collectivismisgivenhighpriority;Chinesepeoplehavecollectivistorientationsandthusbeenlabeledas“we”cultures.Chinesepeopletendtoplacethebenefitsofthegrouporsocietyinthefirstplace.Toachieveandkeepuniformityandconformity,allthemembersmustcooperatewithoneanotherforanotherforacommongoalandhaveharmoniousrelationsinsidethegroup,andthecollectiveinterestshouldbeallthetimeoverthetopofanyindividual’s.Collectivismvaluecanbefoundinthegroupoffamily,team,nation,society,andallhumanbeings.Forinstance:
(1)舒肤佳:
促进健康为全家。
(舒肤佳)
(2)中国联通:
情系中国结,联通四海心。
(中国联通)
(3)大家好,才是真的好。
(广州好迪洗发水)
(4)白云山,爱心满人间。
(白云山制药)
Theaboveadvertisementsputthebenefitsofafamily,anation,society,andallhumanbeingsinthefirstplace.BecauseoftheChinesecollectivism,mostpeoplebelievewhatisgoodforothersmustbegoodforthemselves.SotheaboveadvertisementsareacceptableinChineseculture.However,theseadvertisementsmaybeunacceptableandfunnyintheviewofwesternpeople,becausethevalueintheirmindsisindividualism.IndividualismisthecoreofsocialphilosophyandvaluesinAmericanculture,influencingthewaypeopleseetheirfamilies,otherpeopleandprivacy,etc.Ithastwo-foldmeanings:
pursuingindividualinterestsandbearingresponsibilityofone’sownatthesametime.Americansbelieveinsurvivalofthefittestandseektoshowindividuality,hencethesaying“Godhelpshimwhohelphimself.”Thecoreofindividualismi
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