China people have a strong sense of hierarchy, which is reflected in some advertisements. For example, some real estate advertisements often use such words as "aristocratic community", "aristocratic family" and "kingly demeanor", exaggerating the values of success, prosperity and wealth, and essentially implying a hierarchical concept of the rich and the poor. Another example is the slogan of a range hood: "No oily smoke, only feminine". Advertising language implies that only women do housework, which is suspected of gender discrimination, which is related to the cultural psychology of Chinese people.
In the form of expression, China's advertising language also embodies the moderate and implicit national character. China people advocate the doctrine of the mean, do not pursue stimulation, and pay attention to "sadness without injury, joy without lewdness" in literary expression. Some western advertising slogans are often bizarre and outrageous in China, such as a French perfume advertising slogan: "One drop is for beauty, two drops are for lovers, and three drops are enough to cause an affair". This kind of advertising language may be very popular in romantic France, but it is difficult to be recognized by the audience in China, which does not conform to the implicit aesthetic taste of China people.
The cultural characteristics of advertising language in China can also be seen from the changes of some foreign advertisements after their arrival in China. After some advertisements of foreign products came to China, they implemented localization strategy and tried their best to integrate with China culture. For example, the French cognac remy Martin wine, the advertising language used in European and American countries is: "cognac art, like fire." China's slogan is: "When remy martin is open, good things will come naturally". The sentence is simple and touching, which caters to the auspicious psychology of Chinese people and therefore wins their love.
China's local advertising language uses the traditional literary form of China.
Every nation has its own unique cultural psychology, aesthetic taste and artistic form. In China, traditional literary forms include couplets, poems and idioms, which are adopted by many advertising languages.
The characteristic of couplets is to pay attention to antithesis and even and flat meter. Couplets used in advertisements are extremely common in China. Throughout the ages, there are many famous advertising quotes. For example, the advertising slogan of a barber shop: "Show a scholar with dark clouds when entering the store, and show a scholar with white flour when going out". The slogan of a musical instrument store: "Snow and spring spread elegant songs, mountains and rivers seek bosom friends." At present, there are also many advertisements in the form of couplets in China, such as Unicom's advertisement: "Love is a Chinese knot, and Unicom has a loving heart." The slogan of Hangzhou Tourist Area in Zhejiang Province: "Julian West Lake is really beautiful, and the city wall meets the wonders of Qianjiang". Ilcom's advertising slogan: "live a long life, step by step Ilcom." These opposing slogans are neat and beautiful, symmetrical and balanced, catchy, rhythmic and easy to read and remember.
China people have a special liking for rhyming and harmonious sentences, and there are many rhyming advertisements. Rhyme is the use of words with the same or similar vowels at the end of a sentence. Rhyming advertising language is full of musical beauty, catchy to read, harmonious and pleasing to the ear, and easy to be remembered by the audience. In China, there are also many rhyming advertisements, such as the advertisement of China TV News: "China TV News, Life Really Needs". Qingdao Double Star's advertising slogan: "Wear double star shoes and walk the world smartly". The slogan of Yili Yogurt is: "The taste of youth, you can experience it yourself". The slogan of Gree air conditioning: "Good air conditioning, made by Gree". These slogans are widely circulated in China because they use rhymes, which caters to the cultural psychology of China people who love to use rhymes harmoniously.
China is a country with a tradition of poetry and prose, and many forms of poetry are used in advertising language. Some advertising slogans directly quote poetry, such as the advertising slogan of Xinghua Village Fenjiu: "Excuse me, where is the restaurant? The shepherd boy points to Xinghua village. " Dukangjiu's advertising slogan: "Du Kang is the only way to solve worries". With the help of the cultural connotation of poetry, these advertisements enhance the cultural taste of advertisements and enhance the communication effect of advertisements. Some advertising languages imitate the form of poetry, introduce the audience into the realm of poetry and painting, and unconsciously impress the audience. For example, the slogan of a library: "You come gently and bring peace; You walked quietly and took away the knowledge. " This slogan skillfully conveys the connotation of the library, makes people feel like stepping into the sacred knowledge hall, keeps quiet and reverence consciously, and achieves good persuasion effect. Advertising language often uses the form of poetry to get twice the result with half the effort. For example, the English version of De Beers' diamond advertisement is "A diamond is eternal", which is very dull. Translated into China, "A diamond lasts forever, and one will last forever" arouses people's yearning for romantic love, which is also the charm of China's traditional literature and Chinese characters.
Idioms, allusions and famous works are widely circulated among the people. The use of idioms and famous works in advertising language can extend people's familiarity with them to the products advertised. For example, Toyota's advertisement in China said, "In the end, there will be a road and a Toyota." . This slogan is remembered by many people in China because of its vivid use of well-known sentences. Many advertising languages use parody to vividly use idioms, allusions and famous sentences. Such as the slogan of Liushen toilet water: "Liushen has a Lord". The slogan of a range hood: "Specializing in human fireworks". Jiangling motors's advertising slogan: "A thousand miles of Jiangling will be returned in one day". These advertisements, because they borrowed idioms and famous sentences, have the cultural characteristics of China, are interesting, easy to remember and have a good communication effect.
China's advertising culture also presents a brand-new feature of the integration of traditional culture and foreign culture. China's advertising language has also begun to absorb some elements of foreign culture and participate in the spread and creation of popular culture. Such as the slogan in the M-Zone: "My site listens to me". The slogan of Mengniu Yogurt is "I am the master of sweet and sour". Daphne's slogan: "If you like yourself, show it to the end". Anta's slogan: "I choose, I like". Slogan of 36 1: "Be brave to be yourself". Wiesmann's slogan: "I am confident, I am fashionable and I wear wiesmann". These advertisements promote the cultural psychology of pursuing individuality, self-promotion and fashion, which can be recognized and loved by people, especially young people. These slogans absorbed foreign cultural values, spread popular values, advocated a new way of life, and played a leading role in fashion.
To sum up, some advertising slogans that embody China's cultural values and literary features contain rich cultural connotations and reflect the cultural psychology of China people. They are easily recognized and accepted by China people and have achieved good communication effects.