中西文化观视域下广告语比较研究

摘要

Advertising slogan is the soul of advertising .The comparative study of the advertising slogans in China and western countries may cover the following four aspects:philosophy, values, ways of thinking and ethics.An in-depth exploration of the western cultural differences reveals that the strategy of culture we should take is to seek common ground while putting aside differences .%广告语言是广告的核心与灵魂。中西方广告语差异的研究大致可分为以下四个方面：哲学观，价值观，思维方式和伦理道德。通过深入探索中西方的文化差异，发现求同存异才是我们应该采取的文化策略。