Advertising language is the core content of advertising. Social culture affects and restricts advertising language and its expression, while advertising language contains or reflects social culture. Language is the language of a nation, and advertising exists in a certain society. A nation's philosophical concepts, thinking patterns, cultural psychology, moral concepts, lifestyle, customs, social systems, religious beliefs, etc. will inevitably have an impact on advertising language. Therefore, the advertising language of any society inevitably reflects all aspects of social culture. In fact, advertising language that reflects social culture is easy for people to understand and accept, which can greatly promote the function of advertising. Recognize this and work hard to explore the inherent relationship between social culture and advertising language. It is very important to understand and appreciate advertising language, and to guide the creation and design of advertising language that is in line with the basic principles of advertising expression and suitable for specific national cultural characteristics. important role. As far as the author knows, Chinese scholars have done very little research on Chinese and Western culture and advertising language, especially the lack of comparative research. This article is an attempt at research in this area.

1. Philosophical concepts and advertising language

Cao Zhiyun (1992: 130) believes that each nation has its own unique understanding and expression of the world and its own philosophical concepts. Philosophical concepts profoundly affect the structure and use of relevant language, and of course also affect the application of advertising language. For example, the unity of nature and man is one of the most basic philosophical concepts in our traditional culture. In some advertisements in our country, the impact of the concept of the unity of nature and man on language expression and acceptance is obvious. For example, the slogan "Rainbow in the sky, rainbow in the world" in the advertising slogan of Changhong brand TV uses the rainbow in the sky to contrast and metaphor the "rainbow" in the world, giving people the feeling that heaven and earth are one, and the rainbow "rainbow" is one thing. Through such advertising and promotion, the beautiful image of "Changhong" color TV remains vividly in people's minds. "Changhong" color TVs are well-known and popular throughout the country, and their sales volume ranks first among domestic color TVs. This is of course closely related to its quality, but it is also undoubtedly related to the beautiful image created by its advertising slogans.

Yangzi Electric’s TV commercial consists of crowds of people forming a colorful Yangzi Electric trademark pattern and the four characters “Yangzi Electric” on the ground. In this scene, people and words merge into one. At the same time, the only two sentences in the advertisement, "Yangzi Heaven and Earth, Yangzi Electric" compare the product with heaven and earth. In this way, the entire advertisement forms a very strong and harmonious atmosphere of harmony between man and nature, which is very fascinating. Here are a few more examples:

① Being friends with books will last forever. (Advertisement for a certain book series)

②Leather world, a fascinating world. (Father Shopping Mall)

③ Thanks to the weather when warblers fly and grass grows, and the favorable location where the soil is thick and the sky is high! (Real Estate)

The above advertisements all contain the idea that heaven and earth are one. Philosophical thought is a natural expression of the philosophical concept of the unity of nature and man deeply rooted in Chinese national culture. It can arouse the unique feelings and cries of our Chinese audience and easily stimulate people's desire for consumption.

Emphasizing groups and devaluing individuals is another important feature of Chinese philosophical concepts. For example, the order of expression in Chinese, including advertising language, from large to small is the embodiment of this philosophical concept. Another example is that most advertising slogans in our country are very incisive. They often outline the features, characteristics and advantages of goods or services in a few words, focusing on creating their overall image. Generally, they do not pay much attention to detailed descriptions of the characteristics and advantages of products or services. The phenomenon of Chinese advertising not highlighting individuality seems to be related to the traditional thinking in Chinese culture that pursues group uniformity and opposes individual particularity.

In contrast, highlighting individuals and personalities is an important aspect of Western philosophical concepts. The order of expression in English, including advertising English, from small to large is a concrete reflection of this philosophical concept. For example, English advertisements pay special attention to meticulous and detailed descriptions of the characteristics and characteristics of products or services, especially highlighting their unique characteristics. The advertising text and the beautiful illustrations complement each other, express the personality and characteristics of the product vividly, cleverly and naturally transfer the value of the product to the product buyer, strive to create a perfect and ideal life atmosphere, and lure the audience into The fascinating realm makes the idea of ??consumption arise spontaneously. Such advertisements can be seen everywhere in the West, but are relatively rare in our country. This difference is closely related to the respective philosophical concepts and material civilization levels of China and the West.

Neatness and symmetry are a philosophical concept formed by people’s correct understanding of objective things.

We know that many objective things have neat and symmetrical characteristics. Various human disciplines, including architecture and fine arts, reflect this characteristic. Language, including advertising language, as a carrier of culture, of course also exhibits this characteristic. The four-character antithetical sentence frequently used in Chinese advertisements is an example of neatness and symmetry. For example, the couplet composed of four-character sentences such as "Quality first, reputation first" is very neat and symmetrical, which is in line with Chinese people's expression and appreciation habits. In addition, many advertising slogans in Chinese advertisements are neatly written, well-structured, and catchy advertising slogans. Such as:

④Sweet white rabbit, baby’s favorite! (White Rabbit Candy);

⑤Chasing beautiful pictures and leaving eternal memories! (Camera)

English advertising articles also pay attention to neatness and symmetry. Many advertising titles and slogans are neat and symmetrical sentences. Let’s take a look at an example:

⑥A business in millons, a profit in pennies.

As we all know, parallel sentences are everywhere in English advertising articles, some of which have roughly equal syllables and a neat structure. Such as:

⑦Earth is a person to be cared for Earth is a home to be managed…