张瑞江（三稿）.doc

北京理工大学珠海学院2011届本科生毕业论文

DifferencesbetweenChineseandWesternThinkingModesfromthePerspectiveofAdvertisingTerms

学院：
外国语学院
专业：

姓名：

指导老师：
英语
张瑞江
学号：

职称：
161002105220
毛婷婷
讲师

中国·珠海
二○二○年五月

北京理工大学珠海学院2020届本科生毕业论文

毕业论文诚信承诺书

本人郑重承诺：我所呈交的毕业论文DifferencesbetweenChineseandWesternThinkingModesfromthePerspectiveofAdvertisingTerms是在指导教师的指导下，独立开展研究或调查所取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。

承诺人签名：
日期：年月日

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DifferencesbetweenChineseandWesternThinkingModesfromthePerspectiveofAdvertisingTerms
Abstract
ThispaperstudiesthedifferencesbetweenChineseandwesternadvertisementsandfinallysummarizesthecausesforthesedifferences,hopingtomakereadersfeeltheprofoundinfluenceofdifferentthinkingmodesontheadvertisingterms.
Bycomprehensivelyanalyzingandgeneralizingthereferences,thispaperfirststudiesthedifferentcharacteristicsofChineseandwesternadvertisements.ItfindsoutthatChineseadvertisementsaremoreinclinedtouseabstractpositivewords,fillingtheadvertisementswithhopeandpower.Onthecontrary,westernadvertisementstendtousespokenwordsfrequentlyindailylife.Therefore,slogansinwesternadvertisementsarefamiliartothepublicandareeasytoremember.
Next,thispaperstudiestheinfluencesofdifferentwaysofthinkingbetweenChinaandthewestonthedifferentcharacteristicsofChineseandwesternadvertisements.ItfindsoutthatChinesethinkingmodeiscollective,indirect,intuitiveandconcretebecauseChinesepaymoreattentiontothefamilyandcountryandalwaysdonotwanttheirintentiontobeexplicit.Besides,ChinesethinkingmodeisinfluencedbyancientChinesephilosophyandprefertousespecificwordsandimagestodescribesomethingabstract.Onthecontrary,westernthinkingmodeisindividual,direct,logicalandabstractbecausewesternershaveastrongpersonalityandarestraightforward.Besides,theyattachgreatimportanceontheaccuracyofinformationandtheunderstandingofconcept.
Eventually,thispapersuggeststhatthedifferencesbetweenChineseandwesternthinkingmodesarecausedbydifferentlevelsofeconomicdevelopment,differe