英语论文之中西广告文化差异
A comparative study on Western and Chinese advertising Thesis statement: Cultural difference can be found in many aspects, this paper deals with the differences between Chinese culture and western culture in the perspective of advertisements.，and a brief description of similarities between them, and a tentative explanation is given to the differences of these two systems from the aspect of culture as to illustrate the important strategies for advertisers to carry out a successful campaign.
Outline：
1. Introduction
2. Similarities in western and Chinese advertising
2.1 Literary aesthetic
2.2 sense of love beauty
3. Cultural differences Reflected in Western and Chinese advertising
3.1 Different Patterns of Thoughts
3.1.1 Large Power Distance VS. Small Power Distance
3.1.2 High Context VS. Low Context
3.2 Different Norms of the Society
3.3Different Cultural Value Systems
3.3.1 Collectivism VS. Individualism
3.3.2 past 0rientation VS. Future Orientation
4. Conclusion
Works Cited
A comparative study on Western and Chinese advertising
1. Introduction
Culture is a predominant factor in advertising．Culture fmds its expression in language，and language is a manifestation of culture．Indeed, advertisements are one of the most prominent culture-specific forms of discourse．Different culture brings different attitudes and values to the reading of any text．So it is very necessary to investigate the culture behind the advertising for culture is the base of advertising languages．Especially in international advertisement. Knowing different cultures is one of the most advantaged tools to get rid of obstacles in intercultural communication．Culture is always the creating background of advertising．Speaking of culture in advertising，it is consisted by many cultural factors complexly and wholly．
People and advertisements communicating within the same culture share a common pool of experience，frames of reference and cultural perspectives．But if an advertisement is translated from one culture into another culture and language，cultural gaps will arise．
Different ways and languages in advertising produce different effects on consumers from different cultures. So smart advertisers don?t ignore cultural
difference, and we can tell the cultural difference between Chinese advertisements and western advertisements. This paper will focus on four aspects to illustrate the cultural differences between China and Western countries found in advertising creation and advertising language.
2. Similarities in western and Chinese advertising
2.1 Literary aesthetic
Neat, symmetrical things are a correct understanding of the formation of a philosophical concept. There are a lot of texts in English advertising language which is neat, symmetrical structure, catchy ad verses.So the Literary aesthetic in advertising is the same between Chinese and western countries. We can get the idea from the follow examples:
与时空同在，似日月常辉。(手表广告)
滴滴香浓，意犹未尽。( 咖啡广告)
Shaped by the wind; born for the road. (Car ad,)
Live well; snack well. (Cookies ad,)
Light as a breeze, soft as a cloud. (Clothes ad.)
2.2 sense of love beauty
No matter in Ancient and modern times, or in Chinese and foreign countries, love beauty heart belong to all person. Beautiful and youthful are closely linked .youth is people?s common wishes. Young people want more beautiful, the old wish to be younger than his real age. In the west, the woman?s love of beauty and fashionable pursuit is far more than Chinese women, in order to be beautiful, they don't even would like to have babies. Please look at the examples as follow: 年轻态，健康品，黄金搭档。（脑白金广告）
要想皮肤好，天天用大宝。(大宝广告)
For the gentleman in every man. (Scent ad.)
Make your workout really count! (Sports requisite ad.)
3. Cultural differences Reflected in Western and Chinese advertising
3.1 Different Patterns of Thoughts
3.1.1 Large Power Distance VS Small Power Distance
This is an attempt to measure cultural attitudes about inequality in social relationships. It concerns how institutional and organizational power should be distributed and how the decisions of the power holders should be viewed.
People in large-power distance countries such as China, Japan and Singapore believe that power and authority are facts of life. Let?s see some Chinese ad s:
舒映佳香皂,中华医学会推荐。
椰树牌椰汁，天然椰子汁----国宴饮料！
In the above ad，most of the text has been occupied by lots of certificates and
honors，which is exceedingly persuasive to the Chinese readers. These honors，Certificates and authentications mean high quality and guarantee of reliable credit standing because the adoration of authority roots deeply in the traditional Chinese culture and influences the conception of Chinese.
But In the western Countries the persons chase after personal benefits and the official title has been belittled. Look at the two examples:
Standard dual air bags．Steel safety cell construction．Side door guard beams．24一hour Road-side Assistance. Available anti-lock brakes. Available all-speed traction control Air conditioning．Electronic AM／FM stereo cassette．Air filtration system．Dual remote beaten mirrors．Rear defroster and more．(Ford Cars)
This is an ad for Ford car．It introduces the security, easement and after service of the Car in details．The characteristics of the products and the practical spirit have been emphasized．
Selected by James Bond．The sign of Excellence．(Omega Watch)
Omega is a kind watch of Switzerland famous for its exquisite work and invaluableness．And it has become one of the best choices of the successful．The admen choose James Bond，the successful star on 007 detective series, As the figure of the ad to hint the readers that the watch is chosen by celebrity indicating the association of enjoyment of quality life and fashion trend.
3.1.2 High Context VS. Low Context
A high context(HC)communication or message is one in which most of the information already in the person, while very little is in the coded, explicitly transmitted part of the message．A low context(LC) communication is just the opposite,i.e．,the mass of the communication is vested in the explicit code．(《跨文化交际》2008)
Look at the follow ad:
胜利是一种信念，心比天高。从不接受命由他人定、呼啸的快感.
胜利平静与沉寂，一生追求那种非常态的体验。且留下一条胜利的尾影，让人去崇尚仰息。只有天空是我的舞台，大红鹰----胜利之鹰。
一宁波大红鹰经贸有限公司
I can say, most foreigners will feel puzzled when they read this ad. What kind of goods do they want to sell? Is it just poetry? They must ask. In most occasions, western ads are more likely to use words and sentences which are simple and easily understanding.
3.2 Different Norms of the Society
Adverting, to some degree, is limited by social norms. It can be moral standard and Political system. For example，in Western countries，sexiness is a popular topic and frequently employed in advertising．It is regarded as an effective way to arouse consumes? interest, because sexual attractiveness is appreciated in the Western culture．This can be illustrated in the following example:
One drop for beauty；
Two drops for a lover；
There drops for an affair．(Flordric perfume ad.)
If the advertisement is translated into Chinese(一滴为了美，两滴为了情人，三滴足以招致一次风流事)，it will be unacceptable in China．This is because in Chinese moral standards，sex is closely associated with licentiousness and profligacy, and sex attraction out of marriage is generally contemptible. Besides，I find image of leaders appear in Western advertisements．For instance，the advertisement for …'Parker'? pen is accompanied by a photo showing President Roosevelt signing with a Parker pen．However, it is forbidden in China to advertise by using the name，image or statement of the leaders of nation.
3.3 Different Cultural Value Systems
3.3.1 Collectivism VS. Individualism
A set of contradictory one shared by a lot of countries is collectivism and individualism. Chinese society is collectivistic and the Chinese tend to put the benefits of group or society in the first place, while Western societies are individualistic and thus more pr one to strive for self- achievement and self - satisfaction. These concepts are often reflected in advertising language (Shi Chengrong.2012) .For example:
大家好, 才是真的好，广州好迪。( 好迪香波广告)
上汽五菱，全国用户满意企业。（五菱汽车广告）
In the cultural context of group orientation, following the majority is considered as the best way in decision making. Most People tend to believe w hat is good for other s must be good for themselves. So the above advertisements are appreciated and acceptable in the Chinese culture. However, these advertisements may seem stupid and nonsense in the view of Western consumers, because individualism is firmly established in their mind. In the Western culture, individual initiative and achievement are stressed, and pursuit of personality and freedom is highly valued and w ell appreciated. The following examples can show this orientation clearly.
What’s mine is mine. (Volkswagen Seat Car ad.)
Drink Baker; follow the track of your own. (Baker Beer ad.)
In the above advertisements, we can easily find the words or phrases which stress uniqueness and differences, such as “mine”, “my own”, which give Western consumers a strong sense of individuality and originality, and to arouse their desire to take action.
3.3.2 past 0rientation VS. Future Orientation
Past orientation is a typical value orientation in Chinese culture．China is a country with a long history, a resplendent civilization and tradition．Chinese people are very proud of their five—thousand-year civilization .There is a strong belief that the past should be the guide for making decisions and determining truth．Correspondingly, the word “old” symbolizes experience and authority. So, some words like “百年老店”，“老字号”，“传统方法”are very hot in Chinese ads.
On the contrary, future orientation prevails in the western culture．Western people tend to believe that future should be grander and nicer than the present．The word “old'?is associated in “letting behind'?and …'uselessness”，while the word “new'?is related to progress，change and challenge. Words like “new”, “future” are more welcomed in western ads.
There are some typical examples:
仁怀有古镇，有情喝老酒(茅台酒广告)
传奇品质，百年张裕。（张裕红酒）
百年老字号, 广州皇上皇.( sausage ad. )
Not any more, announcing the “new” Terminal. (Airport ad.)
Introducing New Kodak Royal Gold Film. (Kodak Film ad．)
4. Conclusion
With the trend of globalization and economic integration, Goods flow more freely in the world market. More and more Products need to be exported and imported. International advertising is an inevitable trend, and then advertisers must consider the cultural difference, because the ignorance of cultural difference may lead to failure of entering a new market.(Shi Chengrong 2012)
Through the analysis of the cultural contents both in Chinese and western advertising, we can see that the differences come from different ways. It is influenced by cultural background and environment. As above ideas, there are Different Patterns of Thoughts, Different Norms of the Society and Different Cultural Value Systems.
Only can we find the roots of the differences, we can efficient get rid of the obstacles it borings to us.
Work cited
【1】石成蓉. 从广告语看中西文化差异. 北京：中国社会科学出版社，2012 【2】《跨文化交际》张爱琳主编. 重庆：重庆大学出版社，2008.4
【3】张静慧. 广告语言中的中西文化比较. 北京：中国社会科学出版社，2012
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Introduction to the Differences of Language of Chinese and Western Culture ZHANG Ru-qin Abstract: As the carrier of culture, language is an inseparable part of culture, it reflects the culture, is also influenced by culture.In different social environment, the use of language is different too.This article mainly discusses the differences between Chinese and western language and culture, this paper compares and analyzes briefly language differences of Chinese and western language in greetings,appellation, farewell, plot everyday conversations, table languages etc. Key words: language and culture, the differences, society, the western I.Introduction "Except by the structure of rules , the pronunciation, vocabulary, grammar and so on, the use of language also will be restricted by the rules. The rules for using here refers to the social culture, the language belongs to the social culture to determine whether the way and content of the language use appropriately."(From the mankind of an introduction to intercultural communication) Due to the migration and development of social culture, language is also developed, transformed.In the process of development, the regional difference is very obvious, the farther the distance, the greater the regional difference.Cultural difference comes from the international language, religious beliefs, values, history and culture, race, climate, geography, etc, are different for a certain impact on the formation of the different language and culture.For China and western countries, the differences in language performance in all aspects of social life. II. The differences between the greeting Greeting is the most common etiquette.But Chinese and western greetings’ objects, methods and content is not the same.In western countries it is natural that his greeting, even don't know the passers-by.Not they say "hello", the purpose of the object, but not in order to have further contact with you, just used a form of life etiquette.In China, if for no reason at all to this stranger greeting will cause their vigilance, think what's wrong with you.So, generally do not ignore stranger in China, most just laugh it off, there is no language communication.Actually no matter to anyone, in the face of someone smile to say hello, will be affected, like see the sunshine mood follow up, a naturally smile.As a result, tourism in western countries, if the oncoming person said hello to us, don't show a puzzling expression, even ignored!That's very impolite.The Chinese way of greeting is unique, very close to the life and personal, commonly used to say "where you going?""What's wrong with you?"Or "have a meal?""This period of time?"Although the use of interrogative sentences, but does not need the exact answer, because it is only a greeting, to see each other, with all these words instead of
浅谈中西文化差异与翻译_朱耀先
浅谈中西文化差异与翻译 朱耀先 文化差异是翻译中的障碍和难题。要在两种语言之间进行翻译,除了通晓两种语言文字外,还必须了解两种文化,深刻理解两种文化之间的差异。本文拟从历史文化、地域文化、习俗文化和宗教文化几个方面,就中西文化的差异以及翻译过程中应注意的问题,谈一点自己的粗浅看法。 一、历史文化差异与翻译 历史文化指的是由特定的历史发展进程和社会遗产的沉淀所形成的文化。由于各个民族和国家的历史发展不同,因而在其漫长的历史长河中所沉淀形成的历史文化也不相同。在两种语言之间进行翻译时,会经常遇到由于历史文化差异而出现的翻译难题。 历史文化的一个重要内容体现为历史典故。历史典故是民族历史文化中的瑰宝,它具有浓厚的民族色彩和鲜明的文化个性,蕴含着丰富的历史文化信息,最能体现不同历史文化的特点。要对这些历史典故进行恰当的翻译,就必须了解它们丰富的历史文化内涵,并运用恰当的翻译方法,否则就不可能很好地体现和传递历史典故的涵义。例如,“东施效颦”这一汉语成语典故,对中国人来说,不难理解其文化内涵,但对于不甚了解中国历史文化的西方人来说,若仅仅直译为Tung Shih imita tes Hsi Shih,就没有准确、形象地表达和再现原典故的含义。东施是谁?西施又是谁?译者没有交待清楚。为了让西方读者能了解这一成语的内涵,比较合适的做法是采用直译加注的方法:Tung Shih imitates Hsi Shih(Hsi Shih was a famous beauty in the ancient King-dom of Yueh。Tung Shih w as an ug ly girl who tried to imitate her w ay)(杨宪益译)。这样,就会使读者一目了然。 又如“三个臭皮匠,合成一个诸葛亮”。诸葛亮是中国历史上的著名人物,在中国家喻户晓,他在中国读者的心中是当然的智慧的象征,但英美读者未必知道他是何人,与“臭皮匠”有何联系,若采用直译的方法,很难传递句子所蕴含的丰富历史文化信息,因此,只有采用直译和增译相结合的方法,才能使原语言的文化信息得以充分再现。故该句可译为:“Three cobblers with their wits com bined equal Chukeh Lia ng the m aster mind”. 再如,毛泽东《七律·送瘟神》诗词中有两句诗:“春风杨柳万千条,六亿神州尽舜尧。”诗中的“舜尧”是中国历史传说中的两位贤明帝王,为人民所爱戴,代表圣贤。这对于中国人来说比较容易懂,但对于英美读者来说,若采取音译,会使他们莫明其妙,因此必须增译注释。即使那样,仍有隔靴搔痒之感,而且显得累赘,同时也使诗句失去了“诗气”。亚瑟·古柏在翻译该诗句时干脆用Sag e-Kings代替,将其妙译为:“Spring winds mov e willow w ands,in tens of millions:Six hundred million w e sha ll all be Sag e-Kings!”这样翻译既简单明了,音韵铿锵,又达到了传神的效果。 对于有些历史人物和历史典故,可采用类比的翻译方法。据说,有一次周总理陪外国客人观看戏剧“梁山伯与祝英台”,翻译作了很多说明 7
英文演讲之文化差异Derek Sivers- Weird, or just different
Derek Sivers: Weird, or just different? https://www.360docs.net/doc/f23222950.html,/talks/derek_sivers_weird_or_just_different.html About this talk "There's a flip side to everything," the saying goes, and in 2 minutes, Derek Sivers shows this is true in a few ways you might not expect. About Derek Sivers Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Transcript So, imagine you're standing on a street anywhere in America and a Japanese man comes up to you and says, "Excuse me, what is the name of this block?" And you say, "I'm sorry. Well, this is Oak Street, that's Elm Street. This is 26th, that's 27th." He says, "Well, okay. What is the name of that block?" Y ou say, "Well, blocks don't have names. Streets have names; blocks are just the unnamed spaces in between streets." He leaves, a little confused and disappointed. So, now imagine you're standing on a street, anywhere in Japan, you turn to a person next to you and say, "Excuse me, what is the name of this street?" They say, "Oh, well that's block 17 and this is block 16." And you say, "Okay, but what is the name of this street?" And they say, "Well, streets don't have names. Blocks have names. Just look at Google Maps here. There is block 14, 15, 16, 17, 18, 19. All of these blocks have names. The streets are just the unnamed spaces in between the blocks.
中西文化差异比较英文
T h e d i f f e r e n c e b e t w e e n c h i n e s e a n d w e s t e r n c u l t u r e With the rapidly challging word, people throughout the world have found it increasingly necessary to minimize the rate of misunderstanding due to miscommunication in their contacts with another. In the oast most human beings were born, lived, and died within a limited geoographical area, never encountering people of other cultural backgrounds. It might be said that technological advances have been most effective in creating the borderless word, the global community. As our world shrinks and its inhabitants become interdependent, people from remot cultures increasingly come into contact on a daily basis. It is no longer hard to find situations in which membes of ince isolared groups of people. Now these people may live thousands of miles away or right next door to each other. So all the people are faced with the challenge of understand this world. So when the east meet west, there are many problems. Some problems are listed as follows. First of all, the way of eating. All huaman beings have certain basic needs. Our fundamental needs for things that keep us alive. This is the physioligical need. All individuals must eat in order to survive. But what people eat, when they eat, and the manners in which they eat are all patterned by culture. No society views everything in its environment that is edible and might provide nurishment as food. Americans eat oysters but not snail. The French eat snails but not locusts. The Jews eat fish but not pork. The Hindus eat pork but not beef. The Russiand eat beef but not snake. We all have ideas about what kinds of food are good to eat. We also have ideas about what kinds of food are bad to eat. As a result, people from one culture often think the food that people from another culture eat are disgusting or nauseating. Dislike is not the only reason why some culture will not eat a certain food. In some clture, certain foods are taboo. Sometimes the food taboos may be so strong thrat just the thought of eating forbidden foods can cause an indivdual to feel ill. We can also find culture difference in way of bring up children treating the early, greeting each other, saying and spending money before other people do in everyday, but in some English-speaking countries, people do not agree with us. We chinese may enjoy something that is not usually consider as edible by the English-speaking people. Generally we perfer to have thing hot and much emphasis on the taste. We eat from one plate when we are eating with others, and we like to seat one by one, and in the shape of a round. On the