毕业论文期末考试-文化方向的摘要A

Abstract
With the development of economy and social culture, advertisement has become all important and inseparable part of people’s daily life. It is not only a marketing tool but also a social actor and a cultural artifact. The transmission of advertising depends on language. Therefore, many linguists have studied advertising language. Advertising language distinguishes itself with the ultimate aim to persuade consumers to take a purchasing action, making a study of advertising language worthwhile in linguistic field. In the meantime, as a product of the socioeconomic life, advertising is naturally affected by a variety of social factors, and hereby its prominent social features have been displayed. Researchers have made great contributions to advertising language studies, mainly concerning linguistic features, translating approaches, etc. Although some scholars have already studied the relationship of advertising language and social culture, to make a further study of their relationship is still of theoretical and practical significance.
In this thesis, the qualitative approach is adopted in studying different cultural factors which influence Chinese and American advertising languages. The purpose of this thesis is to help establish and strengthen cross-cultural awareness and foster people’s pragmatic competence in the course of both language learning and language using.
Based on Taylor's definition and classification, the pattern of thought, one of the significant parts in human culture, is the most sophisticated presentation of human nature. Scholars studying in the field of intercultural communication often label Chinese thinking pattem holism (整体论) mentioned in Confucianism, Taoism and Buddhism. Compared with Chinese pattern of thinking, scholars often describe Western pattern of thinking as linear logic derived from the Platonic-Aristotelian theory based on the ancient Greek and Roman philosophy. Governed by these different thinking patterns, the originalities and languages used in advertisements
must be different in China and western countries.
In cross-cultural communication, cultural context is also important. Up till now, the most widely accepted concept of cultural context is Hall’s theory of high-context culture and low-context culture. The success of communication of information in high-context culture needs a highly close relevance existing in the former and latter information or hidden in a specific individual feature. In a low-context culture, as Hall explains, most of the information must be in the transmitted message in order to make up for what is missing in the context both internal and external. As one of the powerful tools for advertisement, advertising language, both Chinese and English advertising, must mirror the characteristics of high-context or low-context culture.
On one side, the author tries to find out how the English advertising language is particular by analyzing and concluding the distinct linguistic features of advertising language. On the other side, through the comparison of culture differences between Chinese and English advertising languages, the hidden message behind them and the inner root of their specialties will also be explored in this thesis for finding out why advertising language is particular.
Key words: advertising English; linguistic features; culture。