广告语言的跨文化探析

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:(SO1520):(1968),,,1991,,19982001,1,2,10200110245CN131217/FJournalofShijiazhuangUniversityofEconomics,Vol124No15Oct.2001ISSN10076875(,050031):,:;;:H005:A:100726875(2001)20520528207:,,Katherine(1997)3:(1),(2),,(3),,,13,111,,,825©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,:Puritanhas30%lesssaturatedfatthanevensafflowerorsunfloweroils111ItsmadefromCan2oda-thevegetable,sowhenyoucookwithPuritan,everydroponyoursalads,everyteaspooninyourcookingcanhavelesssaturatedfatthanevensafflowerorsunfloweroil1,,salad,,,,,,,,,:Christmasiscoming,whataboutyourturkey?,,:,,,,,,,112,,,WhenformerU1SpresidentRonaldReagandiedfromAIDscomplicationsinFebruaryoflastyear,theworldlostacourageousleader1?,,,?,,,,,,,,,,,?,,925©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(God),(InGodWeTrust)1992:90%,50%1984,,,(,1999),,,,,Maninventedtime;Seikoperfectedit1Seiko,,,,:Maninventedtime-keeping;Seikoperfectedit1,,2,,211:,(Advertis2ingLinguistics):,,?EnjoyAbsoluteVodka,enjoylife,itdeservesyou1GivetheluxuriousoflifeandIwillgladlydowithoutthenecessities1(AnadforRolls-Roycecar)BecauseIamworthit1(AnadforCocaCola)Justforthetasteofit1(AnadforCocaCola):,,,,;,035©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,(),():,,,,,212,HenryMurray:MiltonRokeach:,,:,,,,,,,:,:,:,21211,,,,Onlyoneleadingcoffeeisnaturallydecaffeinatedwithpuremountainwaterandnaturesspar2klingeffervescence1Sanka,absolutelynothingbutpuretaste1:(decaffeinated)(pure)(mountainwater)(nature)::,,,,,,,,135©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:BothofyouareconsideringaSubaruSVXtheSVXengine!A6-cylinder,230horsepowermonstercapableofblastingfromOtoBOinjustover7secondsItcomeswithsensibleAll-WhealDrivetraction,4-Channelanti-lockbrakes,6-cylinder,230horsepower,7seconds,,,:DSP,20,,DSP,,,,,:,!33,20,3,,,WilliamBetal,,,311,235©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(1)Yourperfumeturnshimon1Willyourbreathturnhimoff?(Anadfortoothpaste)(2)Momkidsdependontomakedaysfun1ThatsamomwhodependsonKool-Aid1(3)Wecouldmakeyouajoytocomehometo1(Awomansaidtoherhusband)(4)Ifyoureworkingallday,withnotimetoshop,afridge-freezercanbeareallife-sav2er1(5)Otherpeopletalkaboutthehairyoudontwanttotalkabout1(Anadforhair-dying)?(1)(2)(3),::,,?(4),:,(5),,,,,,,,,,,312,,,,LeeTrevinoisntdrivingtheballasfarasheusedto1Hesdrivingitfarther1Inarecentnationalsurveydoctorswereaskedaboutfiveleadingnonprescriptionmenstrualpainrelievers1Adilwasonemostsaidtheydrecommendtotheirpatients1DoctorswithapreferencechoseAdiloveraspirinbymorethan2to1,overTylenolby3to1,overoriginalMidolby8to1,andoverPamptinbymorethan10to11LeeTrevino,,,,,,,,Adoil335©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,,,,:?,:,:1Herry,C1T1Richard,B1Cross-CulturalTrainingAcrosstheIndividualism-CollectivismDivide119961InLarryA&RichardEWadsworthPublishingCompany1(ed)1InterculturalCommunication:AReader12John,J1Mocionis119931Sociology14thed1Printice-Hall1Inc1NewJersey1Katherine,T1Frith1UndressingtheAd:ReadingCultureInAdvertising,NewYork,WashingronD1C1199713MiltonRokeach,TheNatureofHumanValues1NewYork:TheFreePress1197314William,Less1,Stephen,K1&Sut,J1SocialCommunicationinAdvertising1Methuen1NewYork11986151M1:11999161J1:,,19941ReviewoftheMulticultureinAdvertisingLanguageLIJin2ying(ShijiazhuangUniversityofEconomics,Shijiazhuang,Hebei050031)Abstract:Advertisinglanguageisamirrorofculture1Buttheculturemeaningisoftenhidden1Itneedstodeconstructtheadvertising1Thearticlemainlyhighlightsthreeaspectsofculturereflectedinadvertisinglanguage:norms,psychocultureandsocioculture1Keywords:advertising;culture;advertisinglanguage()435