跨文化视角下中英电子产品广告语言对比分析-comparative analysis of advertising languages of chinese and english electronic products from the cross-cultural perspective.docxVIP

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跨文化视角下中英电子产品广告语言对比分析-comparative analysis of advertising languages of chinese and english electronic products from the cross-cultural perspective.docx

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跨文化视角下中英电子产品广告语言对比分析-comparative analysis of advertising languages of chinese and english electronic products from the cross-cultural perspective

ContentsAbstract....................................................................................................................................I摘要....................................................................................................................................IIChapterOneIntroductionResearchBackgroundWiththedevelopmentofeconomicglobalization,businessallaroundtheworldiscontinuallyexpandingintooverseasmarkets.Andatthesametime,interculturalconflictsareontherise.Tradingliberalizationandtheopenmarketsbringbothwinnersandlosers.“Nofrontier”oftechnologicalinformationmakestheworldsmall.Accordingly,theawarenessanddesireofdevelopingoverseasmarketshavebecomemuchstrongerthaneverbefore.Undoubtedly,advertisingisoneofthemostdirectandefficientwayforlaunchingoneproducttotheinternationalmarketandattractingprospectiveconsumers.Advertisementispublicpromotion,andaculturalcommunication.Ontheonehand,thewidepublicityofadvertisingisgraduallychangingpeople’sconsumptionideasandbehaviorinonesensenoteasytodetect.Ontheotherhand,thepublicizingprocessofadvertisingcampaignisnotonlyaprocessinwhichpeoplesharesocialandculturalideas,butalsoaprocessoftransmittingandenhancingthesocialvaluesofonegrouptothepublic.Advertisingcanbeseeneverywhere,butithasnouniformdefinitions.Advertisingreliesonitscomponentsandcharacteristicstocompletethemissionofmarketcompetition.Therefore,itisnecessarytointroducetheconcept,components,andfunctionsofadvertisingbeforeinvestigationinadvertisinglanguage.DefinitionofAdvertisingThedefinitionof“advertising”inAdvertisingLawofthePeople’sRepublicofChinaadoptedin1994wasthat:“Advertisement”asthetermisusedinthisLawreferstoanycommercialadvertisement,whichacommodityoperatororserviceproviderpaysfor,throughcertainmediaorforms,directlyorindirectlyintroducingtheircommoditiesbeingsoldorservicesbeingprovided.(JinHanshen,2004:381)Despitevariousdefinitionsaboutadvertising,aftercomprehensiveanalysis,itisclearthatthecorecontentsofitsdefinitioninclude:I.Advertisementisreleasedbyi