从广告用语看中西思维方式的差异（英文）.docVIP

PAGE 17 Differences between Chinese and Western Thinking Modes from the Perspective of Advertising Terms Abstract This paper studies the differences between Chinese and western advertisements and finally summarizes the causes for these differences, hoping to make readers feel the profound influence of different thinking modes on the advertising terms. By comprehensively analyzing and generalizing the references, this paper first studies the different characteristics of Chinese and western advertisements. It finds out that Chinese advertisements are more inclined to use abstract positive words, filling the advertisements with hope and power. On the contrary, western advertisements tend to use spoken words frequently in daily life. Therefore, slogans in western advertisements are familiar to the public and are easy to remember. Next, this paper studies the influences of different ways of thinking between China and the west on the different characteristics of Chinese and western advertisements. It finds out that Chinese thinking mode is collective, indirect, intuitive and concrete because Chinese pay more attention to the family and country and always do not want their intention to be explicit. Besides, Chinese thinking mode is influenced by ancient Chinese philosophy and prefer to use specific words and images to describe something abstract. On the contrary, western thinking mode is individual, direct, logical and abstract because westerners have a strong personality and are straightforward. Besides, they attach great importance on the accuracy of information and the understanding of concept. Eventually, this paper suggests that the differences between Chinese and western thinking modes are caused by different levels of economic development, different levels of education and different cultural backgrounds. Keywords: thinking modes, advertising terms, slogans 从广告用语看中西思维方式的差异 摘 要 本文研究了中西方广告的不同特点，分析了中西方广告的差异，总结出导致这些差异的原因，以期使读者感受到不同思维方式对广告用语的深刻影响。 通过对参考文献的综合分析和归纳，本