中英广告语言审美对比研究

本文运用对比方法分析了中英两种广告语言表现出的不同审美倾向和造成这种倾向的民族文化成因,主要涉及三个方面(1)中国传统文化天人合一的理念与英美文化天人有别的文化观;(2)中国注重人际和谐的群体意识与英美文化推崇个人发展的价值观;(3)中国注重美与善的统一,而英美人则侧重美与真的统一.文章认为,这些民族文化价值现是中英各具审美特色和审美倾向的广告语言的文化成因;同时认为,这种审美倾向还可能对广告功能带来正负影响.

A Comparative Study of the Aesthetic Tendencies between Sino-Anglican Advertisements

This paper aims to make a comparative study of the aesthetic tendencies between Sion-Anglican advertisements in terms of cultural values. It is focused on the following three aspects: 1) the unity of nature and man in traditional Chinese ideology versus the disparity between nature and man in western ideology; 2) the Chinese emphasis on the collective value of interpersonal harmony versus the western value of promoting individual development; 3) in regard to the value of truth, virtue and beauty the Chinese lays stress on the unity of truth and virtue while the English is concerned more about the unity of beauty and truth. These cultural differences, it is believd, have led to different aesthetic orientations which may produce positive or negative effects on the persuasive functions of the Sion-Anglican advertisements.