从中英婚介广告看中美文化的差异

Sino-Us Cultural Differences Implied in Chinese and English Ads for Marriage

作为一种商务广告文体,征婚广告可以集中地体现一个民族的文化价值观念和时代风尚。它也可以折射出一种文化和一个社会的丰富内涵和信息。本文基于海姆斯(Hymes)的话语文化学的理论框架,对总数为60篇的中英文征婚广告进行对比分析,从宏观层面揭示隐含在话语形式内容背后的特定的社会文化因素。研究发现,中英征婚广告反映出三大方面的中美文化差异,即"经济背景"、"家庭婚姻体系"和"道德与价值观取向"。对比分析不同国家的征婚广告可以发现不同文化之间的某些异同点,以便更好地进行跨文化交际。

As one style of business advertisement,advertisements for marriage epitomize the national cultural values and the fashion of the times.They can also reflect the rich connotation and information of certain culture in one society.Based on Hymes theoretic framework of discourse cult urology,the paper makes a comparative analysis of sixty ads for marriage in English or Chinese,and reveals macroscopically the discourses.As is shown in the study,Ads for marriage in English and Chinese reflect Sino-Us cultural differenes from the following three aspect： economic background, marriage and family system, and the orientation of and values. This study is beneficial to cross -cultural communication.