速读（中旬）
速讀（中旬）
속독（중순）
Speed Reading
2015年
10期
341-344
,共4页
中英文商业广告%文化视角%诉求共鸣%诉求冲突%转换策略
中英文商業廣告%文化視角%訴求共鳴%訴求遲突%轉換策略
중영문상업엄고%문화시각%소구공명%소구충돌%전환책략
The Chinese and English Commercials%A Cultural Analysis%The Appealing Resonances%The Appealing Conflicts%Transforma-tion
众所周知，语言是文化的载体。伴随经济全球化的广泛性、深入性和渗透性，广告借助丰富多彩的语言优势，高举文化大旗，高姿态全方位地影响着人们的视线。任何广告最终目的都是为了得到受众的认可。本文旨在就中英文商业广告语言中的文化诉求这一层面进行对比分析，目的是通过分析诉求共鸣与冲突，探究从冲突到共鸣的转换策略。
衆所週知，語言是文化的載體。伴隨經濟全毬化的廣汎性、深入性和滲透性，廣告藉助豐富多綵的語言優勢，高舉文化大旂，高姿態全方位地影響著人們的視線。任何廣告最終目的都是為瞭得到受衆的認可。本文旨在就中英文商業廣告語言中的文化訴求這一層麵進行對比分析，目的是通過分析訴求共鳴與遲突，探究從遲突到共鳴的轉換策略。
음소주지，어언시문화적재체。반수경제전구화적엄범성、심입성화삼투성，엄고차조봉부다채적어언우세，고거문화대기，고자태전방위지영향착인문적시선。임하엄고최종목적도시위료득도수음적인가。본문지재취중영문상업엄고어언중적문화소구저일층면진행대비분석，목적시통과분석소구공명여충돌，탐구종충돌도공명적전환책략。
As we know, language is the carrier of culture. With the widening, penetrating and pervading economical globalization, the advertisements, with the superiority of colorful languages, lift up high the cultural flag and affect people's attention as an overwhelming power. All advertisements carry the same goal as obtaining audiences' approval. This paper is focused on the appealing resonances and con?flicts in the Chinese and English commercials through a cultural analysis and aimed for some solutions to transform the existing conflicts in?to resonances.
