4.2 Features of Religion and Customs in English Advertising Language 12

4.3 Difference between Western and Chinese Religion and Customs in 

   Advertising Language 14

Chapter Five Conclusion 16

5.1 Major Findings of the Research 16

5.2 Implications and Limitations 16

5.3 Suggestions for Further Research 17

References 18

Difference between Western and Chinese Religion and Customs in the Language of Advertising

Chapter One Introduction

1.1 Need for the Study

The relationship between language and culture is closely related, and the two are interdependent and influence each other. On the one hand, language is an important part of culture, and culture can only be passed down from generation to generation through the form of language. On the other hand, language is influenced by culture. Language, especially advertising language, has an inextricable connection with value orientation, thinking modes, philosophy, morality, psychology, religious beliefs, customs and habits of many cultural factors. Culture influence and restrict the advertising language, and advertising language is reflected in culture. Based on the comparative analysis of advertising language in different cultural backgrounds, the aim of this paper is to find out the cultural difference between the Chinese and the Western religious beliefs and customs.源`自·751.文/论:文'网,www.751com.cn

1.2 Significance of the Study

There is a close relationship between culture and language, and advertising communication is mainly through language. Therefore, many linguists have conducted a study of advertising language. Although some scholars have studied the relationship between advertising language and social culture from the perspective of culture, but in the world economic globalization today, further study of the relationship between the two still has important theoretical and practical significance. First, theoretically, the former researchers have made a great contribution to the study of advertising language from different perspectives, such as linguistic features, translation methods and so on. However, this thesis will focus on the difference between Chinese and Western culture, pays more attention to the comparative study of culture, to reflect the features of religion and customs. Second, practically, through the understanding of English and Chinese advertising language, it have contribute to educators to create more vivid and real classroom, to English and Chinese language learners more obtain targeted learning and contrast between Chinese and Western culture, to setting up better platform for the communication of Chinese and Western culture, so as to promote Chinese and Western cultural exchange.