中西方酒类广告语比较研究

The comparative research of wine's advertisements about Chinese and Western

中西方关于酒的广告用语,按内容分为强调酒的品质、强调年代、强调产地、强调享受、强调健康、调和人际关系、使用典故、强调知名度、强调快乐、表达祝福、注重身份及其他共12类,中国广告语在借助文化、使用典故、调和人际关系等方面突出,反映了中国人保守、实际、崇拜权威和喜欢典雅的习俗。西方广告强调快乐、享受和个性等,反映了他们积极乐观和不受拘束的性格。

The advertisements of wine have 12 types,which can be divided into emphasize quality、times、producing area、enjoyment、healthy、relationship、literary quotation、famous、happiness、express blessing、status and the others.The advertisements of Chinese give prominence in culture、literary quotation and relationship,which show the Chinese are conservative、practical、adoring authority and elegant.The advertisements of Western emphasize happiness、enjoyment and individuality,which show they are active、optimistic and unrestrained.