| 从广告角度看西方个人主义与中国仁爱思想的差异 |
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| 引用本文： | 唐昱. 从广告角度看西方个人主义与中国仁爱思想的差异[J]. 中南林业科技大学学报(社会科学版), 2014, 0(1): 164-166 |
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| 作者姓名： | 唐昱 |
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| 作者单位： | 闽江学院外语系,福建福州350000 |
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| 基金项目： | 福建省教育B类课题：“浅谈美国个人主义与中国仁爱思想的差异性及其对广告翻译的影响”（编号：JB13193S）. |
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| 摘 要： | 广告作为一种大众化的传媒文化形式,充分体现了它所依附的文化背景。西方个人主义和中国仁爱思想,作为两种核心价值观,在诠释商品时就会有截然不同的效果。通过对中西方广告进行分析,进一步了解中西方文化价值观的差异,把握中西方文化差异的实质和内涵,促进跨文化交流与合作。
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| 关 键 词： | 广告 西方个人主义 中国仁爱思想 |
On the Differences between Western Individualism and Chinese Benevolence from the View of Advertisement |
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| TANG Yu. On the Differences between Western Individualism and Chinese Benevolence from the View of Advertisement[J]. Journal of Central South University of Forestry & Technology(Social Sciences), 2014, 0(1): 164-166 |
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| Authors: | TANG Yu |
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| Affiliation: | TANG Yu (Department of Foreign Languages, Minjiang University, Fuzhou 350000, Fujian, China) |
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| Abstract: | As a form of popular media culture, advertisement fully embodies the cultural background of its attachment. Western individualism and Chinese benevolence, as the two core values, will have different effects in the interpretation of products. By the analysis of Chinese and western advertisement, this paper aims at understanding the differences of Chinese and western cultural values, grasping the essence and connotation of Chinese and western cultural differences, and further promoting cross- cultural communication and cooperation. |
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| Keywords: | advertisement western individualism Chinese benevolence |
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