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张瑞江（三稿）.doc

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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PAGE\*MERGEFORMATIIDifferencesbetweenChineseandWesternThinkingModesfromthePerspectiveofAdvertisingTermsAbstractThispaperstudiesthedifferencesbetweenChineseandwesternadvertisementsandfinallysummarizesthecausesforthesedifferences,hopingtomakereadersfeeltheprofoundinfluenceofdifferentthinkingmodesontheadvertisingterms.Bycomprehensivelyanalyzingandgeneralizingthereferences,thispaperfirststudiesthedifferentcharacteristicsofChineseandwesternadvertisements.ItfindsoutthatChineseadvertisementsaremoreinclinedtouseabstractpositivewords,fillingtheadvertisementswithhopeandpower.Onthecontrary,westernadvertisementstendtousespokenwordsfrequentlyindailylife.Therefore,slogansinwesternadvertisementsarefamiliartothepublicandareeasytoremember.Next,thispaperstudiestheinfluencesofdifferentwaysofthinkingbetweenChinaandthewestonthedifferentcharacteristicsofChineseandwesternadvertisements.ItfindsoutthatChinesethinkingmodeiscollective,indirect,intuitiveandconcretebecauseChinesepaymoreattentiontothefamilyandcountryandalwaysdonotwanttheirintentiontobeexplicit.Besides,ChinesethinkingmodeisinfluencedbyancientChinesephilosophyandprefertousespecificwordsandimagestodescribesomethingabstract.Onthecontrary,westernthinkingmodeisindi