流行广告语与日本国民性格略论  

On the National Characters Implied in Japanese Advertising Language

作　　者：阮茉莉[1] 

机构地区：[1]广西师范学院外国语学院,广西南宁530001

出　　处：《广西师范学院学报（哲学社会科学版）》2015年第4期185-188,共4页Journal of Guangxi Teachers Education University：Philosophy and Social Sciences Edition

摘　　要：广告语作为一种特殊的语言形式,具有经济和文化的双重属性,能反映其所处时代的人文社会特征。本文通过分析日本经典流行广告语,发掘其流行的原因与日本国民性格的内在联系,引导和启发读者发现隐藏在广告语中的日本国民性格特征,即奉行集体主义、偏好委婉表达、追求自然和谐、崇尚欧美文化,从新的角度诠释广告的人文属性和文化特征。Advertising language is a special form of linguistic expression with double attributes of economic and cultural characters,which can reflect the culture and social traits of the times.This pa-per,by analyzing those popular words used in advertisement,will explore the inner links between the causes of their popularity and the national traits of Japanese to inspire readers to perceive the hidden national traits of Japanese in advertisements-that is advocating collectivism,preferring euphemism, pursuing natural harmony,and worshipping western culture,to interpret the humanity traits and cul-tural attributes of the advertisements from a new perspective.

关 键 词：广告语 国民性格 集体主义 委婉 

分 类 号：C912.63[经济管理]