| 文化差异：中西广告文案接受的比较 |
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| 引用本文： | 王国全.文化差异：中西广告文案接受的比较[J].广东教育学院学报,2008,28(1):61-65. |
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| 作者姓名： | 王国全 |
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| 作者单位： | 广州城市职业学院 广东广州510405 |
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| 摘 要： | 从审美的观念、文字语言的接受及感官接受等方面，可以较析出我国和西方的广告受众对广告文案接受的不同性，以及其特征与规律。以中国当代广告的视点去观照，中西接受广告文案的差异，体现出的是中西文化历史、文化模式和文化特征的差异。
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| 关 键 词： | 广告文案 审美观 文字语言接受 感官接受 文化差异 |
| 文章编号： | 1007-8754（2008）01-0061-05 |
| 收稿时间： | 2007-07-05 |
| 修稿时间： | 2007年7月5日 |
Cultural Differences and the Comparison of the Acceptability of Advertisement Texts between China and the West |
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| WANG Guo-quan.Cultural Differences and the Comparison of the Acceptability of Advertisement Texts between China and the West[J].Journal of Guangdong Education Institute,2008,28(1):61-65. |
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| Authors: | WANG Guo-quan |
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| Institution: | WANG Guo-quan (Guangzhou Municipal Polytechnic Institute, Guangzhou, Guangdong, 510405, P.R. China) |
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| Abstract: | The paper takes Chinese current advertising situation as its starting point,by comparing it to that of the West,and endeavors to analyze the differences,characteristics and rules related to the acceptability of advertisement texts between China and the West from the aspects of aesthetic concept,language acceptance and sensory perception.It consequently concludes that the divergences reflect such contrasts as their different histories,cultures,cultural modes and cultural characteristics.ey words:advertisement text;aesthetic concept;language acceptance;sensory perception;cultural difference |
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| Keywords: | advertisement text aesthetic concept language acceptance sensory perception cultural difference |
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