1、ich 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 ability of a nation, reflected the originality and simplicity of the nation, decorated w
2、ith 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 of brand reputation is becoming more and more important. But, in the cultural diffe
3、rences 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
4、 into five parts, first introduced the significance and importance of the purpose of the study, followed by a brief introduction where the definition of culture and the Sino-British cultural differences make interpretatio.The third chapter explores the perspective of culture and Western advertising
5、language, the contrast in between individualism and collectivism, concrete thinking and abstract thinking, direct expression and subtle expression of the Sino-British cultural differences reflected.The chapter four discusses how to better deal with cultural differences for the interpretation of the
6、influence of advertising, the advertising the impact.The last chapter summarizes the full text.CHAPTER II Chinese and English Cultural Differences2.1 The definition of cultureCulture is a very broad concept, to give it a strict and precise definition is a very difficult thing. Many philosophers, soc
7、iologists, anthropologists, historians and linguists have been working hard, trying to define the concept of culture from the perspective of their respective disciplines. However, to date still not recognized as a satisfactory definition. According to statistics, there is at least 200 different defi
8、nitions of culture. Generally speaking, culture is a social phenomenon, is to create long-term formation of the product. But it is also a historical phenomenon is the accumulation of social and historical matter. Rather, culture refers to a country or a nations history, geography, customs, tradition
9、s and customs, lifestyle, literary arts, behavioral norms, ways of thinking, values and so on.2.2 Chinese and English cultural differences2.2.1 Cultural differences in thinking modes of thingsAs we all know, in the Western myths and legends, the dragon, not the peoples minds auspicious animals, but
10、that evil monster. In the Middle Ages, dragon is a symbol of evil, the biblical story of the devil Satan is considered to be the great dragon. Therefore, the Dragon in association with the Chinese people in the English-speaking countries among completely different. Thus, Westerners called Asian Tige
11、rs of East Asia South Korea, Taiwan, China, Hong Kong, China and Singapore, four more economically developed countries and regions, will be translated into FourAsianDragons, I am afraid to be ill conceived. Someone will translate into FourAsianTigers, which is a good cultural information peer.2.2.2
12、Cultural differences in colorUnderstanding of different cultures of people in color are similar, but they feel for a variety of colors may be different, even opposite, the reason is that the countrys geographical location, historical and cultural background and customs.For example: blue in the Engli
13、sh-speaking countries have a melancholy meaning, the United States blue Monday, refers to a bad mood Monday. Blue sky in English means no value. However, the blue in the hearts of Chinese people is generally not caused by depression or unlucky association.Of course, world-renowned brand Bluebird car
14、 is a special case, it is not a sad bird car. bluebird blue warbler is produced in North America, and its cultural meaning of happiness So, when the English-speaking countries to drive the car of the BlueBird brand, the cultural orientation of the hearts of happy.2.2.3Cultural differences in numbers
15、In traditional chinese culture, Nine and long homonym, Nine is often used to represent the long means. For example, in the history of our country, the emperor worship nine, hope its long-term stability of the world. Shanghai production of Three Gun brand underwear, brand-name products, translated in
16、to ThreeGuns. If the ThreeGuns brand underwear exports to Japan, Colombia and North Africa region will be welcomed by consumers, said the positive means three in these countries.CHAPTER III Chinese and English cultural differences of the interpretation of the influence of advertisementsFrom the char
17、acteristics of the language of advertisement to see, Chinese advertising and all have English advertisements in plain, popular enough, innovation, increase attraction and spelling pointed etc. Chinese advertising is through the syllables to overlap, English advertising is intended to familiar word s
18、pell wrong, or add new words and ShengZao suffix before; Chinese-english advertising as transformation of phrase sentence. Chinese-english advertising use foreign words, satisfy peoples psychology. In terms of form all represent the rhythmic beauty and rhetorical beauty. Two different languages, dee
19、p reflect chinese-english national different way of thinking, cultural background and different philosophy east and west. 3.1 Cultural connotation differences Successful advertising often is not only to do business ,instead it to their own business motivation and commercial properties of cultural co
20、nnotation of cleverly hidden. First of all, advertising advocate cultural effect, use of advertising culture psychology, namely the importance is to the nation historical culture, respecting and admiring the Confucian culture sages. Confucius commercial make full use of a celebrity effect, through t
21、he television screen, make advertising language properly reflect the returned overseas the situational context. At the same time, and cooperate with make use of the Peking man in New York theme song. Again, advertising language use Chinese value family, looking forward to a family reunion traditiona
22、l virtue, emotional appeals by the skill, create just got off the plane, dusty home from overseas, to visit his parents and children and family to look forward to the return of the Chinese moving scene. Advertising soon popular to the great river north and south, with the economic benefit are remark
23、able. (1)Penetration and foreign advertising humanized design and interoperabilityToday, the rapid development of high-tech countries has appeared in advertising design in line with the human nature of peoples requirements. Advertising humane act as the agent of a high-tech and high emotional balanc
24、e, and high-tech development go hand in hand, and the progressive development of primary consideration became a Sino-foreign advertising and cultural design.(2)The propagation and spread of foreign advertising in ChinaWith the further advance and development of economic globalization, many internati
25、onal brands will not only name, image, advertising seeks in China, with business philosophy became the do corporate citizen. Sino-foreign advertising culture is the interactive relationship of mutual infiltration, fully aware of the cultural differences of Chinese and foreign advertising and its causes and correctly handle the relationship between internationalization and localization of a good advertising and brand advertising in China towards the international road will t
