文化差异:中西广告文案接受的比较

Cultural Differences and the Comparison of the Acceptability of Advertisement Texts between China and the West

从审美的观念、文字语言的接受及感官接受等方面,可以较析出我国和西方的广告受众对广告文案接受的不同性,以及其特征与规律。以中国当代广告的视点去观照,中西接受广告文案的差异,体现出的是中西文化历史、文化模式和文化特征的差异。

The paper takes Chinese current advertising situation as its starting point , by comparing it to that of the West, and endeavors to analyze the differences, characteristics and rules related to the acceptability of advertisement texts between China and the West from the aspects of aesthetic concept, language acceptance and sensory perception. It consequently concludes that the divergences reflect such contrasts as their different histories, cultures, cultural modes and cultural characteristics.