中英文汽车广告语言功能的跨文化对比

A Cross-cultural Analysis ot the Language Functions in Chinese and English Auto Advertisements

本文对中英文报刊上的汽车广告作了一次小规模的跨文化对比分析,结果显示大多数中文广告在实现语言的人际功能方面不及英文广告成功。而另一方面,部分中文广告则具有一些新的特点,能有效地建立与受众之间的交际关系以达其促销目的,这正是东西方文化互跨和融合的结果。

This paper has made a small-sealed cross-cultural analysis of auto advertisements in Chinese and English newspapers and magazines.It is revealed that Chinese advertisements do not have a tendency as strong to achieve their interpersonal functions as English ones.However,Chinese advertisements also have some other new characteristics,which is the consequence of the interactivity and merge of Oriental and Western cultures.