Cultural Differences In English-Chinese Advertisement Interpretation.

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Presentation transcript:

Cultural Differences In English-Chinese Advertisement Interpretation

The Relationship Between Culture and Advertising Language Language and Culture Advertisement and Culture Advertisement Language and Culture

Language and Culture The practice indicates that language use is heavily tinted with its culture. We can infer that a language not only expresses facts, ideals, or events which represent similar world knowledge by its people, but also reflects the people’s attitudes, beliefs, world outlooks etc. In a word, language expresses cultural reality.

Advertisement and Culture Advertisement and culture have reciprocal and bidirectional relationship. From macro level, advertisement industry accelerates the development of social economy. From micro level, the advertisement is one of the agents which lead to the reform of culture. Contemporary culture contains the advertisement, meanwhile, it is also the disseminator and creator of the culture.

While publicizing products or services, the advertisement unconsciously outputs some cultural awareness and changes people’s thinking ways or values. Let’s take Coca-Cola advertisement for example. Its original message is “I can’t catch that feeling”. But Japanese version means “I enjoy Coca-Cola” and Italian version means “The unique feeling”. Therefore, it implies that only the advertisement information truly reflects local culture will it live up to the cultural expectation.

Advertisement Language and Culture Advertisement language is the core of an ads. Social culture influences even limits this kind of language and expression, meanwhile, the advertisement language contains and reflects the social culture..

The advertisement exists in a society which means philosophical concept, thinking mode, cultural psychology, moral caliber and cultural habits of a nation certainly have a great effect on the advertisement language. In the fact, people tend to accept such messages that arouse their sense of identity

For instance, the publicity of a product or service closely related to sexy life sometimes in English advertisement. In order to increase its allure, we can find such words as condoms or sex in it. Although western people are accustomed to it, these kinds of advertisements have definitely surpassed the cultural psychological endurance of common people in China. So apprehension of the advertisement language should be based on local culture.

Culture-Specific in Advertisement Translation Differences in related cultural background Differences in cultural values Differences in numbers

Differences in related cultural background "Southern Comfort—The spirit of New Orleans since 1860."

Differences in cultural values "He is his own man. An individualist."

Differences in numbers beverage brand － "7-up" " 三枪 " brand underwear "999" medicine

More examples 白象 " Together, we cover the world.“ "Good to the last drop“ "Chevrolet Nova"

Thank you !!!