谈判.docx

谈判.docx

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谈判

CultureDifferencebetweenChinaandWesternCountries:

AComparisonStudyfromthePerspectiveofAd

CultureDifferencebetweenChinaandWesternCountries:

AComparisonStudyfromthePerspectiveofAdvertisement

CultureDifferencebetweenChinaandWesternCountries:

AComparisonStudyfromthePerspectiveofAdvertisement

IIntroduction

Languageandcultureareinseparable.Eachnational’sspecialculturemodecomesoutofthespeechandbehaviorofthatracebyallmeans.Theyusetheirownlanguagetorecordthethingshappenedbythem.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluenceandrestrictoflocalculture.Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthecommunityandwiththedevelopmentofsocietyanddevelopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeofrace,theculturalmentalstate,moralconcept,lifestyle,customsandhabits,socialsystem,religionandfaith…etc,willproduceafunctiontotheadvertisementlanguagebyallmeans.Nomatterhowtheadvertisingartdevelop,aslongasitisapopularmethodofcommunicationinvolved,itwillnevertakepartfromlanguage,languagewillbethemostimportantandeffectivecommunicationtool.Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct,expressthetastesensibilityandmakeanintroductionofrelatedproductsknowledgelivelyandspecifically.However,thecurrentlanguageisnotmerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlanguageofthesocialculturereflectioniseasilycomprehendedandacceptedbypeople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesigntheadvertisementlanguagewhichmatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnationalculturalcharacteristic.Eachadvertisementlanguagehasitstraceofsocialnationalculture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcustom,valuejudgment,eventhepoliticalbelief,socialsystemtoconsideranadvertisementcreation,inordertokeepwith“nativeson”taste,match“nativeson”mindsethasalreadybeenearnestlypracticedbynumerousadvertisementplanpersonnel.TheinfluenceofChineseandWesterncultureonadvertisinglanguageisvarious,TheChineseandWesternadvertisinglanguagealsoreflecttheChineseandWesterncultureinmanyways.ThecompanyofAmericanP&Gnameditsshampoo“pert-plus”intheUnitedStates,beingnamed“perjoice”intheAsia,anditsChinesenameis“floatsoft”tocaterforChinesemarket,anditcanexplainaproblemverymuch.OwingtothedifferencesofChineseandWesternculture,therepresentationformofChineseandWesternadvertisementisdiverse,advertisinglanguagealsomanifestsdifferentculturevalueandthinkingmode.Astheculturebackground,customs,behaviorprinciple,lifestyleofChineseandWesternhavegreatdistinction.Therefore,everycountry’sadvertisementbusinessmanwillthinkovertheculturebackgroundofconsumers.TheaimofthepaperistolayouttheinfluencestobycomparingChineseandWesternadvertisinglanguages.

Ⅱ.Therelationshipbetweencultureandlanguage

2.1Theconceptofthelanguageandculture

Cultureistheallandtheonewhichconsistbysocialbehavior,art,beliefs,customstransmissionthroughsocietyconductandallotherproductsofhumanworkandthinking.Languageisaccompaniedbythecreationofthehumansociety,itisthedirectmanifestationofthinking.Languagereflectsthecharacteristicsofanation,whichnotonlyincludesthenation’shistoricalandculturalbackgrounds,butholdsonthenation’sviewoflife,thewayoflifeandthinking.Cultureisdiverse,languageisalsovaried（Chen,2000:

20）.Whenthenationasalanguage,livingareas,economiclifeandpsychologicalstabilitycommunityappearsinthehistoryofmankind,languageisdeeplystampedwiththebrandofanation;itisthemosttypicalcharacterizationofthenationandnationalculture.

2.2Therelationsoflanguageandculture

Languageisameansofexpressingculturalcustoms,asapartofculture,andplaysanimportantroleinculture.Languagecannotseparatefromrelatedculturetobeindependent.Somesociologistsbelievethatthelanguageisthecornerstoneofculture—nolanguage,noculture（Pan,2001:

30）.Fromanotheraspect,languageisaffectedbylanguageandreflectedtheculture.Languageisbasedonthehistoricalandculturalaspects.Thenation'swayofthinking,values,concepts,habitsandbehaviorwillaffectaestheticlanguagedevelopment.Theformationofanationalculture,developmentandabsorptionoughttopassthelanguagetoachieve.Languageandcultureinfluenceeachother;weshouldtrytounderstandlanguageandcultureandtolearnthem.Languageislikeamirrorwhichreflectstheentireculture,andeverynationhasitsownculture.Languageasthecarrierandideaofculture,itsrepresentationformisinfluencedandrestrictedbyculture.Understandtheiruniqueculturalbackgroundtounderstandthelanguagefeatures.Onlymoreexposuretoforeigncultures,familiarwithdifferentlanguagenationalhistoryamorousfeelings,wayoflife,valueandnationalpsychology,openuptheirvision,learnmoreabouttheculturalandlanguagedifferences.Culturepromotesthedevelopmentofadvertisinglanguage,thelanguageofadvertisingpropagandizeitsculture.ChineseandWesternadvertisinglanguagehasitsownuniqueformoflanguagewhichcontainthebeautifulsceneryoflanguageandculture.Thecharmofthelanguageofinstructionisfullydisplayedintheadvertisement.Meanwhile,theChineseandWesternsocialandculturalknowledgewhichcontainedinlanguagemakeusexperiencetheinfinitudedelight.ChineseandWesternadvertisinglanguagesletusdeepenourunderstandingofforeigncountries,andbringtotheworldofcross-culturalexchanges.

Ⅲ.ThefeaturesofChineseandWesternadvertisement

Advertisementisthespecialperformanceofmodernculturespirit.Asameansofreflectingthereality,advertisinglanguagealsoisthecomponentofculture.Advertisementsadjustpeople’sactivityorbringthesocietyeffectintoplay.Advertisementisamulti-languageartsconveyinginformationtopeopleandusinglanguageforthecarrier（Chen,2000:

12）.Therefore,theadvertisinglanguageshouldbesimpleandeasilyunderstood，fluencyandclear,weshouldalsopayattentiontotherhetoricmanneratthesametime.ChineseandWesternadvertisementcitedavarietyofrhetorictoachievetheeffectofmerchandisepromotion,andconsumersarenotconsciouslydeepenedtheimpressionoftheproductaftergainingthespiritedifyingandenjoyingaestheticfeeling,arousingpeople’sdesiretobuyit,suchasantithesis,Hyperbole,Parody,metaphor,rhymeandrepeatedly.Etc

OwingtothedifferencesofChineseandWesternculture,therepresentationformisdiverse.Advertisinglanguagealsomanifestsdifferentculturevaluesandthinkingmode.ChineseandWesternculturehaslargedifferentculturebackground,customs,behaviorconductandwayoflife.Thus,advertiserswillnodoubtconsiderthedemandsofconsumerthroughtheirculturalbackground.ThereIlistsomeexamplesofadvertisementtocompareandanalyzehowtheChineseandWesternnationalcultureinfluencetheiradvertisinglanguage:

3.1DifferentPhilosophyconcept

TheChinesenationhasinsiststhattheheavenandhumanunitsastheharmoniousone.Forexample:

somethingunexpectedmayhappenanytime,Ihavelifeinsurance（ThePeople’sInsuranceCompanyofChina）.Thisadindicatesthatpeoplearenotafraidofaccidentbecausethepeoplehaveinsurance.Theaccidentandinsuranceisaunitandaredispensable.Thatthebusinesslovescustomsisshowedinthisadanditwillcometoanagreementbetweenthem.Atlastthegoaloftheadcomesintotruth.（Mueller,1966:

66）.

Butinwesternculturetheyinsistthestandpointofpluralistic.Theypayattentiontodiversityandchangesofmaterial,emphasisspeciallyonthechangeanddifferenceofthenature,stressedthatpersonalfreedom、self—developmentandpersonalenterprise.Thebiggestdifferentbetweenharmoniousandpluralistsifthatthepluralistsisnotlimited.LookatthisEnglishad：

Olympus,Nolimits.Thereislittleyoucan’tbewiththeOlympusZoomLensReflexseries.Theall-in-Xcamerasthatwon’tlimityourcreativeability.（Olympuscamera）.Thecamerahaveonemorefeaturesmakephotographsproducedifferentthentoreflectindividualcreativityisinthecontinuingdevelopmentandisnotlimitedinthisad.Theadvertisementsshowtheultimatechallengeandseekfreedomcangreatlystimulateconsumerdesiresoenthusiasticconsumption.（Chen,2000:

33）

3.2Differentculturalvalues—oriented

Chineseculturalhasalonghistoryandthealcoholculturalissignificant.Toillustratethequalityofgoods,theyattempttoexplainhowlongthewaterlifebyquotatingthehistory.Forexample:

（1）Legendquality,CenturyZHANGYU.（ZHANGYUTokay）

（2）Tangpalacedrink,JIANNANCHUN（JIANNANCHUNDrink）Thosetwoalcohol’slonghistoryweregivenexpressiontoonlysentences,showingthedeepfeelingtowardconsumers,narrowingthegapbetweentheproductsandconsumers（Chen,2000:

62）.

TheWesterncountriesinsistedtheshorttermorientedculture;themainreason