英汉广告用语中“自我理念”的立体透视

以英汉广告用语为例，考察了广告传达给目标受众的文化信息：自我理念。即个性独立与自由、个人尊严、竞争与个人生存和个人隐私等。英语广告用语中的“自我理念”是由于英语广告文化传承了美国传统核心价值——个体观使然；汉语广告用语中的“自我理念”则是由于在经济全球化背景下一些汉语广告文化在一定程度上解构了中国传统核心价值——群体观使然。

On Self-concept in both English and Chinese Advertising Language

This paper compares the self-concept between American and Chinese in the context of advertising language.Based on the analysis of a few advertisements in both English and Chinese,the paper discusses the cultural features of self-concept with regard to both its content and expression.Finally the paper goes on to further explore the effect of the advertising language: the English advertising language transmits and conveys the American core value of individualism;Some Chinese advertising languages deconstructs the Chinese traditional value of collectivism to certain degree,especially in the process of globalization and cross-culture communication.