中西酒类广告语文化涵义比较研究

Comparative study on the cultural meaning of liquor advertising language about Chinese and Western

“酒香不怕巷子深”的观念早已过时,广告作为一种特殊的文化载体,已经成为世界文化传播和交流的重要工具。本文通过采用数据统计、平行研究的方法,按照情感、品质、功能和健康四个主题对中西酒类广告语加以分类比较,发现中国广告语在情感和功能两大主题上表现更为突出,西方广告语在语言风格上更加直接、自信与风趣。了解中西方思想文化的共性与个性之处,目的在于促进中华酒文化在国际范围上的推广与传播。

“Good wine needs no bush"has long been out of date.As a special cultural carrier,advertising has become an important tool for world cultural communication.By using the method of data statistics and parallel research,this paper compares Chinese and western liquor advertisements according to the themes of emotion,quality,function and health.It is found that Chinese advertisements are more prominent in the two themes of emotion and function,while western advertisements are more direct,confident and humor in language style.The purpose of understanding the commonness and individuality of Chinese and western ideology and culture is to promote the promotion and dissemination of Chinese liquor culture on an international scale.