英语论文网

philanthropism, kind and justice always is the society value in worship. To Chinese, personal happiness is in accordance with the collective benefits. Consideration, care and love have been the state of mind that the people emphasize. Therefore, Chinese people pay more attention to national affairs, family affairs, everything concerned, and giving others with very considerate and concerning care is regarded as virtue. But in the western society culture, people emphasize the character personal freedom, ego development and personal spirit of enterprise, personal benefits are beyond on the collective benefits. The different value will reflect by all means at each ad language. The examples listed below could prove: (8) 妈妈,我又梦见了村边的小溪,梦见了奶奶,梦见了您。妈妈,我给您捎去一样好东西。威力洗衣机,献给妈妈的爱。(威力牌洗衣机) 　 (9) 让妻子从繁重的家务中解脱出来,这是每个丈夫的职责. The author of these Chinese advertisement places oneself among the consumers. We can easily found something tender and affable. Adopting the empathy of feeling, arouse the consumer’s family affection and friendship. Therefore, the ad read very human. Show consideration to the others, the kind and justice universal love, respect the old and love the young, the peaceful family have been the virtue that the our country publicizes in the traditional culture, But these advertisement give these traditional virtues for product, with a thick affection color took into exaggeration, making a claim that the product can be trusted and feel warm with it .On the contrary, English advertisement emphasize the personal struggle, person freedom and ego realization, encouraging character development is usually an English advertisement claim method. Such as: (10) Lufthansa Our personal service will appeal to your individual taste. ( Lufthansa Airline) 　　 (11) For the man who makes his own rules. Premier From Johnnie Walker Rare Old Scotch whisky, aged to perfection. The result of over 170 years of expertise. (Premier whisky) 3.3 The implicit way versus the direct way In Chinese traditional culture, there is a public feeling that the words should be conservative and, implicit. Because the unsaying words are very meaningful and can achieve an ideal state. In the Chinese articles, there are some words that seem unrelated, which highlight the theme. To some extent, there are a few words about the peculiarities and the functions of the products. For examples: (12) 自己人，不玩虚的，贵府酒。 (贵府酒) (13) 鹤舞白沙，我心飞翔。(白沙集团) (14)朋友情谊，贵乎至诚相处，互相支持帮助。啊，滴滴香浓，意犹未尽! (15) JUST WHAT THE DENTIST ORDERED. In all, Chinese nation think highly of friendship. So these means mentioned above can achieve the sympathetic effect. The advertisements get the goal. For another example: Now there’s something more dentists ca n recommend for your gums that’s proven to help get them healthier. Crest Plus Gum Care is the only cavity of getting toothpaste that’s so effective; it’s clinically proven to help reserve the gum disease gingivitis. (Crest佳洁士牙膏) From the advertisement above, it can be seen that the frank, candid, and efficient attitudes. The advertisers show the peculiarities and functions of the products straightforwardly. The words are very reliable and convincible. This direct expressing way of advertising complies with the western people’s style and gives good impression to the western readers. 3.4 The imagery pattern versus abstract pattern In Chinese traditional culture, the mode of thinking is belonging