A Comparative Study of Chinese and English NEV Advertising Slogans from the Perspective of High/Low- Context Culture
Abstract
Contextual culture plays a crucial role in cross-cultural communication as the background cultural environment
of language. American anthropologist Edward T. Hall’s high and low contextual culture theory, is the most influential and
representative. When we look at advertising culture through the threshold of high and low context culture, we will find noticeable
differences in the expressions of advertising slogans in Chinese and English. Chinese advertisements are subtle and indirect in
their expressions, while English advertisements usually use natural and active language. This paper intends to analyze the cultural
differences in context to compare the differences between Chinese and English advertising slogans in different cultural contexts
and the deep-seated cultural reasons.
of language. American anthropologist Edward T. Hall’s high and low contextual culture theory, is the most influential and
representative. When we look at advertising culture through the threshold of high and low context culture, we will find noticeable
differences in the expressions of advertising slogans in Chinese and English. Chinese advertisements are subtle and indirect in
their expressions, while English advertisements usually use natural and active language. This paper intends to analyze the cultural
differences in context to compare the differences between Chinese and English advertising slogans in different cultural contexts
and the deep-seated cultural reasons.
Keywords
High/low context culture; Advertising culture; New Energy Vehicle
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PDFReferences
[1] Hall, E. T. (1976). Beyond Culture. Garden City, NY: Doubleday.
[2] Hendon, Donald, Hendon, R.& Herbig, P. (1966) Cross Cultural Business Negotiations [M]. Westpost. CT: uorum.
[3] Sun, Yongfang.(2001). Brief introduction on the difference between Chinese and Western traditional political culture and its roots. Academic Research (06), 104-107.
[4] Samovar, L. A. & Porter, R. E. (2002) Communication between Cultures[M] Belmont, Calif: Wadsworth—a division of Thomson Learning, Inc
DOI: http://dx.doi.org/10.18686/ahe.v6i16.5248
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