中西方饮料广告的跨文化的差异分析.docxVIP

dao da ±^IANB^epAO^daSl6l6ECODI^ -^OuAI1 a ,?pAeQlA?_2 lOi \ ￡E?IAO^Oa zOEy ?曲壬A ^0DDIOAUi ￡ExIE O^UOp1UpA^Q5EO1￡aIOAU￡-OU2?I-iMUOp1Up^IdIA]jAODI^ ?^Ou AI1 a 5^^2?1-1^8 jEI1 ySIOOuAI1 a , asp AOiNOpAiE^I ￡^AEhaOD I -^OuAI1 a^pAOi NOI0E?￡-.z 68l0^0O?2^AE^aA^O13pAC0±d i ￡x i °6z OA40B x zDA -^AcepA±E^iAx pA3 oOD f m -^OuAI1 a ’ aepAeQlA?-2 iOi jLI1 yND^e￡-nAE^abDI-^ ?为】 ?aepAO? p^E^Ie￡-)±i i p AAUE Y ° I ± i I Op AD I OSI06 | S[06e6u^-^AE?Co?_o I iqIA?_^?A-rEiEe][0 z 0A pA 丸。0迹1/ j￡ 10乂口 E￡°OD1 uOuAl1 a ,ae￡?t-??^OuAI1 a A ae￡?qIA?— ABSTRACT The main object of this paper is cross-cultural differences between Chinese and western advertisements of drinks ? This thesis is done mainly from three aspects. First from the aspect of value, this paper explores differences of Chinese and western ads of drinks under different values ? Then, it studies advertising languages of ads of drinks to realize linguistic features of Chinese and western ads of drinks and to make a further understanding creative strategies to Chinese andwestern adsdelves intoChinese andthe guidingwestern adsof their differences. Finally, it a further understanding creative strategies to Chinese and western ads delves into Chinese and the guiding western ads of their differences. Finally, it discusses conclude cross-cultural differences between of drinks. Through this research, this paper ideology, content and form of expression of to deal with pressure of competition caused by economicglobalization and cross-cultural communication. by economic Key words￡°Chinese beverage advertisement; western beverage advertisement; cross-cultural communication Contents 1￡?Introduction 1 2 . The difference of value reflected in Chinese and western advertising 2 Group vs. Individualism Orientation 2 Being vs Doing 5 Advertising Language 7 The difference of advertising language 7 languagelangaugeChinese advertising language langauge Western advertising 3.2 Comparison of words;culturalimplication 9 3.2 Comparison of wor