ABSTRACT

 Advertising, as a carrier of the information transmission, is by no means a pure economic phenomenon or commercial behavior, but also a process of cultural communication.

 Each country's ads are rooted in its specific cultural environment, saturated with the cultural concept. With the increasingly frequent cross-cultural communication, as a bridge between different cultures, the advertisements play an important role in expanding the market and promoting trade cooperation. Language and culture are closely interrelated, so the advertising language reflects the cultural differences. In consequence it is important to compare English and Chinese advertising language to find their different value orientations. Only in this way can Chinese advertisement be successful in western countries.

 This thesis attempts to discuss the similarities and differences between the English and Chinese advertising language in terms of cultural values, cultural contexts and the concept of time. Generally speaking, Chinese ads advocate traditional values, such as collectivism, respect of the past and enthusiasm about power, while English ads prefer individualism, aspiration for future and the behavior 

of self-accomplishment. Nevertheless, both of Chinese and English ads are full of love, happiness and the care of health. Based on the analysis of the relationship between language and culture, this paper attempts to make a comparative analysis of the characteristics of English and Chinese languages from three aspects: lexical, syntactic and rhetorical perspectives. It is expected that the findings may be of some help to Chinese advertising professionals.

Key words: cultural values； advertising language；Chinese and English； 

similarities and differences 

CONTENTS

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION.1

Chapter Two LITERATURE REVIEW.3

2.1Definition of Advertising3

2.2Functions and Roles of Advertising4

2.3 Previous Studies on Advertising Language4

Chapter Three LANGUAGE AND CULTURE.6

3.1 Culture6

3.2 The Relationship Between Language and Culture.7 

3.3 Advertising Language and Culture.7

3.3.1 Culture in advertising language.7

3.3.2 The relationship between culture and advertising language.8

3.4 Values and Advertising Language8

3.5 Comparison of Chinese and English Cultural Values9

3.5.1 Collectivism vs. Individualism.9

  3.5.2 High Power Distance vs. Low Power Distance9

  3.5.3 Long-term Orientation vs. Short-term Orientation10

3.6 High-context Culture and Low-context Culture.11

Chapter Four FEATURES OF ADVERTISING LANGUAGE.12

  4.1 Lexical Features.12

  4.2 Syntactic Features13

  4.3 Rhetorical Features.14

  4.3.1 Personification.14

  4.3.2 Antithesis.14

  4.3.3 Pun.15

  4.3.4 Simile15

Chapter Five CONTRASTIVE ANALYSIS OF ENGLISH AND CHINESE  

ADVERTISING LANGUAGE16 

5. 1 Contrastive Analysis at Lexical Level.16 

5. 2 Contrastive Analysis at Syntactical/Grammatical Level.17 

5. 3 Contrastive Analysis at Rhetoric Level.17

5.3.1 Parody17

5.3.2 Rhyme.18

5.3.3 Allusion.18

Chapter Six CONCLUSION.19 

REFERENCES.21