英语专业毕业论文-中英商务广告对比.docVIP

PAGE PAGE 16 Study on Chinese and Foreign Commercial Advertisements Major: Business English Student No:Name: Song Rui Supervisor: Bai Kui Abstract: With the flourishing development of China’s economy and the entry into the WTO,enterprises at home and abroad are facing the problems of commercial advertisements integrated with the world, namely the difference between Chinese and western commercial advertisements. This article has used a number of examples to analyze Chinese and western advertisements mainly from the cultural background, thinking mode, linguistic difference and so on. It will explore the differences to upgrade advertisement’s innovation level(创意水平)in China into a new stage. Key words：Commercial advertisement; comparison between China and foreign country; cultural difference； 摘 要: 随着中国对外贸易的蓬勃发展及加入世界贸易组织，中外企业都面临着商务广告与国际接轨的问题，即中西方商务广告差异性问题。本文通过大量广告实例，从文化背景，思维方式，语言差异等角度对中外商务广告进行具体的分析，探讨了中外商务广告的差异性，将中国的广告创意水平提高到新的阶段。 关键词：商业广告 ；中西对比； 文化差异; 1. Introduction 1.1. Conception of Commercial Advertisements Advertising is a promotional means which is generally valued and wildly applied by enterprises. Commercial advertisement is made for benefit and for publicizing a product so that people would like to buy it. It is a mass communication activity, the goal of which is sales promotion at a certain cost, which spreads commodities or services and other relevant economic information through specific media. So we can say Advertisement is the best way to spend money advocating their products and enterprises, so as to increase their publicity and sales. This is also the purpose of advertisement. From the cultural perspective, the culture environment where commercial advertisements spread is actually a kind of objective existence of culture. ?Commercial?advertisements?are?promoter?of?merchandise?and?broadcaster?of?culture.?It?takes?culture?as?its?carrier.?At?the?same?time,?the?culture?use?advertisements?to?spread.?Therefore,?both?advertisements?and?cultur