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房地产广告作为一种商业文本具有独特的研究价值,由于其所传播的产品本身就是几千年文化积淀的产物,而且与人们的生活方式密切相关,所以它可以充分地体现不同文化之间的遭遇。对房地产广告的研究为我们观察今天东西方文化在中国社会的进退提供了一个独特的角度和实证的价值,而非书斋里的推想。而且由于它针对的是今天中国有实力引领潮流的阶层,就更具真实性。从对其中相关话语的分析中,我们可以看到东西方文化冲突并非是一家独大,而是具有各自的表述方式和与文化心理的不同契合,是一种二重奏的关系。
As a commercial text, real estate advertisement has a unique research value. Because the product it spreads itself is a product of thousands of years of cultural accumulation and is closely related to people’s lifestyles, it can fully reflect the encounter between different cultures . The study of real estate advertisement provides us with a unique angle and positivistic value for observing the advance and retreat of East-West culture in Chinese society today, rather than the preconceptions of the study. And since it is aimed at the class that China has the power to lead the trend today, it is even more authentic. From the analysis of relevant discourse, we can see that the conflict between East and West culture is not a dominance, but has its own way of expression and cultural psychology different fit, is a duet relationship.