The Cultural Differences Of Chinese And English Advertising Language And The Dissemination & Application Of Advertising Language

Nowadays advertising exists everywhere in the modern society, it affects the lives of us in the community. It is also playing an increasingly important role. Many factors work in advertising, the slogan occupy a very important position. Good slogans can not only refresh, arouse inner resonance in cross-border areas, but also give the beauty of lives to people. So the slogan is not just a marketing tool, but also a cultural form. There are more and more domestic and foreign scholars are concerned about slogans, and the author makes a full analysis and research from different angles on advertisements.This paper will focus on exploring the English language in the advertising and cultural factors, through comparative study of English Advertising and dig out the cultural differences in English advertising language, and through the author’s personal experience, the slogan is introduced as a Foreign Language classroom, teaching slogan to reflect the effect of foreign language teaching has a good supporting role.In this paper, it begins with the definition of culture and the concept of advertising language, first of all, the paper makes a review of the relevant theory about advertising language and intercultural communication. Then, through the analysis of Chinese and English advertising language examples, the paper explores the cultural differences between Chinese and English advertising languages,mainly in philosophical ideas, thinking, ideas and other aspects of culture and values. This part of the results not only provides some reference suggestions for the advertising, but also provides some advertising materials for enterprises to establish a kind of brand culture. In cross-cultural communication process of advertising language, the paper point out that the advertising languages in intercultural communication needs lots of concern from the cultural, linguistic perspectives by means of advertising, communication, linguistics and other related knowledge,reminding us to pay special attention to the issues of consistency about coding perspective and decoding perspective of the advertising audience when we produce or translate the cross-cultural advertising slogans.In the description of revelation of intercultural advertising slogans, this paper focuses on the positioning point of the Chinese "cultural identity", enterprises should pay attention to different elements of the country’s cultural taboos when making advertising slogans so as not to cause conflicts.Finally, this paper introduces some slogans which are in close contact with the daily life into the classroom of Teaching of Chinese as a foreign language basing at the author’s own teaching experience. This paper aims at enabling students to learn the Chinese elements Chinese traditional culture and customs through some slogan examples, besides, the foreign students can get a kind of beauty about rhetoric of Chinese slogans in a relaxing atmosphere in the classroom. What’s more, the paper analyze the advantages when slogans assist Teaching of Chinese as a foreign language. The author explain some Chinese culture which is closely related to life, it not only enhances the practicality of learning Chinese but also make students feel the charm of Chinese culture, promoting the students’ enthusiasm on learning Chinese.