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导读：这是一篇assignment范文，讨论了广告中的文化差异。随着世界经济由区域经济向全球性大经济的发展，国际交往日益频繁，而语言和文化的差异影响着人们对外国广告和商品的理解。中西广告对比有明显的差异，中国广告注重的是直觉思维，而西方文化则表现的是逻辑思维。受各自不同文化的影响，中国的广告文化偏重尊敬，而西方的广告文化则偏重爱的表达。 Advertising is the product of human social and economic development, but advertising itself is also a cultural phenomenon, whether its production, existence or effectiveness are inseparable from a specific cultural background. In western countries, advertising is closely related to daily life, and people are exposed to about 3,000 advertisements on average every day. Therefore, advertising has become a form of communication that can best show social phenomenon and public psychology. With the development of world economy from regional economy to global economy, international communication is becoming more and more frequent, while language and culture differences affect people's understanding of foreign advertisements and commodities. 广告是人类社会和经济发展的产物，但广告本身也是一种文化现象，无论其生产，存在还是有效性都与特定的文化背景密不可分。在西方国家，广告与日常生活密切相关，人们每天平均接触大约3,000个广告。因此，广告已经成为一种最能体现社会现象和公共心理的交流方式。随着世界经济从区域经济向全球经济的发展，国际交流越来越频繁，而语言和文化的差异则影响着人们对外国广告和商品的理解。 If today's society is compared to a beautiful picture, the picture will be eclipsed without the strong color of advertisement. Advertisements are very familiar to modern people. It pervades every aspect of modern society. Advertisements can be seen on TV, radio, newspapers and magazines, cars and clothes. A world without advertising is unthinkable and possible. People living in today's society unconsciously analyze the information contained in advertisements every day. Each day, as many as 3,000 types of ads flood the eyes of Americans, according to svoka, an American advertising researcher. Just because of the high popularity rate and the speed of dissemination of advertisements and the general acceptance of advertisements, advertising planners tend to implant deep social culture in advertisements to attract people's attention. According to Canadian advertising researcher les, there is a certain similarity between the expression of perfect life in modern advertisements and the stereotype of successful people in modern society. And the close connection between the two gives the advertisement deeper social and cultural connotation. Therefore, when you see an advertisement, you can more easily interpret the details contained in the advertisement if you have some proper social background knowledge. With the rapid formation of global integration, advertisements among countries spread to each other. However, there are always many misunderstandings and problems in the translation of advertisements from other countries. In the final analysis, the reason is the misunderstanding caused by the differences between the two cultures. In particular, the subtle semantic differences in language and the relationship between humanistic background. Take posion, a popular perfume produced by French well-known brand dior as an example, which can well reflect the differences between Chinese and western cultures. Posion translates as "poison." As a Chinese, it is hard to imagine that a bottle of perfume could be called poison. Because in Chinese culture, poison is contrary to the traditional aesthetic standard, it is an object that brings misfortune to people. So buyers were scarce at first. If we only interpret the name of this perfume in Chinese culture, it is undoubtedly a misunderstanding to the designer. Because, in the eyes of westerners, this bottle contains a kind of praise for women. In their eyes, posion describes a woman who is sexy, charming and elegant. And the perfume that this named contains can add female glamour, let a man fall for it implication. Because of this cultural background, this fragrance is popular among female consumers in the west. After understanding this background, we translated posion as "love god", and it really attracted the attention and love of Chinese consumers. With the rapid development of modern business, advertising plays an increasingly important role in social trade. As deffler put it: nothing but money can be money without the effect of advertising. It is because advertising plays an important role in the economic development of western society. Thus, the cost of advertising, like commodity raw materials and labor costs, becomes an important expense in the process of industrial production. Up to now, advertising has been called the biggest gun-free battleground in industrial society. And this battlefield permeates the whole society. The form of advertisement is various, but the language form is still the main form of expression in advertisement. Usually, the language used in advertisements is carefully selected to meet a special requirement and achieve a special effect. Therefore, we can find that advertising language and social culture are inseparable, in a broad sense, the relationship between the two is the interaction between culture and language. In most people's minds, language is an important part of culture. Even some social scholars believe that language is the cornerstone of culture. Without language, they argue, culture cannot exist. From another perspective, language is polished by culture, deeply influenced by culture and reflects cultural phenomena. In this sense, advertisement is the mirror of the whole social culture. Norris argues that advertising is always a proof of The Times. But culture is a complete system, which contains a series of elements such as people's way of life, beliefs, customs, values and so on. And passed on by people with the same attitude. The influence of culture permeates People's Daily life. Culture determines how people dress, eat, live and travel. It affects how people buy and use products, and affects people's satisfaction. So it is crucial and most difficult for advertisers to see where culture is heading. Because sometimes cultural factors are subtle and obscure; Sometimes they are so obvious and compelling. It is cultural factors that make advertisements impressive and entertaining. But it can sometimes be hard for foreigners to understand. Therefore, for an international advertiser, it is necessary to understand not only the language of the country but also the culture of the country. Otherwise, the advertisement will be invalidated easily due to errors in the translation process. From the following examples, we can clearly see the problem of advertising language translation errors caused by cultural differences: When a Chinese lipstick brand called fangfang was introduced to the western market, many westerners were surprised and confused by the word "fang". Because the word fang in English means fangtooth, or fangtooth of a snake. White elephant battery, if we simply translate it into white elephant, will also cause confusion in the west, because in English, white elephant means pompous. Thus it can be seen that when an advertiser is making an international advertising plan, he must take into account cultural factors such as custom, lifestyle, totem worship and values. With the rapid development of global commercial trade, in today's society, more and more advertisers begin to pay attention to social and cultural factors when planning international advertisements. International advertisers and designers must understand the implications of transnational culture. Only in this way can the value of goods be reflected in the advertisement and the consumers find resonance in the advertisement, thus promoting consumption and achieving the maximum effect of the advertisement. Modern advertising is closely related to popular taste and popular culture. In the west, especially in the United States, advertising has become the representative of modern life culture. Most people believe that American advertisements can reflect the culture and connotation of contemporary American society. In order to better understand English advertisements and expand China's influence in the international advertising industry, we must make greater efforts to understand and pay attention to the western culture contained in western advertisements. |
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