A Psychology Cultural Perspective Into The Chinese And American Advertising Language

The advertising language is a kind of language used in advertisement.It is a marginal discipline of language art combining with advertising,sociology,psychology and aesthetics. as one kind of culture phenomenon, advertising is rooted in the national culture and developing in particular cultural background,so it have surely different characteristics. Comparing two advertising language can not only enrich and develop the theory and method of linguistics, but also have a lot of academic significance such as advertising, ethnology , sociology. Moreover, comparison of the similarities and differences between the two advertising languages and analyzing the reasons would be of great benefit for us to study the most advanced advertising creative experience in the world, and continue to insisting on our own accumulated advertising creative experience, and improve the level of our advertising creation. In this thesis,we try to do some preliminary comparison research on Sino-US advertising language characteristic from the psychology cultural perspective.Based on contrastive linguistics and cultural linguistics theory as a guide, this thesis carrys mainly the most basic research technique of the cultural linguistics --culture reference method and the interpretation method to the comparision research on the characteristics of the Sino-US advertising language. The cultural reference method, which do some comparison and research related language with culture. The interpretation method, namely analyses and interprets linguistics phenomena, reveals out cultural factors and culture significance such as society, history, folklore, ideas, ethics, thinking, material and nature which are concealed, attached and contained in the linguistics phenomena.The whole thesis is composed of seven parts. The first chapter is the introduction, which introduces briefly why take the culture as the entry point and why take American advertising language as the object of comparison and analysis; The second chapter compares the characteristics of the Sino-US advertising language from the level of moral concept; The third chapter compares them from the level of value idea;The fourth chapter analyses them from the level of aesthetic taste;The fifth chapter compares them from the philosophy idea's angle; The sixth chapter analyzes the Sino-US advertising language from the mode of thinking;The last chaper is the conclusion part,which summarizes the road of Sino-US advertising creation that should choose in future since cultural difference of two countries.