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Ⅱ.ContrastanddifferencesDuetotheinfluenceofhistoryandculture,thereexistmanydistinctionsinChineseandWestern,someofwhichishuge.Asadvertisements,theChineseandEnglishmusthavesomethingincommon.Yetthetwolanguageshavedifferentcharacteristics,socialbackgroundsandculturaldepositswhichdecidetheirdissimilitude.Next,I’lldiscusstheirdistinctionsinfouraspects.1.Languagedifferences:Thedifferencesembodyinrhythm.ThedifferencesofmeansofexpressionbetweenChineseandEnglishadvertisementsembodyinlanguage.Theadvertisementisusedtodeliverinformationofgoodsorservice.Andit’sthecoreofadvertisement.Thelanguagedifferencesfocusonrhythm.(1).Chinese:embodyinrhymeandreduplicatedwordsChinesehasalwayspaidmuchattentiontocadenceandrhythm,mainlyperforminginrhymeandreduplicatedwords.Thecreationofadvertisementisgreatlyinfluencedbytherule.Theygenerallyadjustrhythmicstructureconsciouslyorunconsciouslyinordertoincreasetheadvertisements’attractionandinfectionandimprovethecognitiondegree.Thereduplicatedwordsarecommonstyletoembodythebeautyofmusic,imageandexpression.Inthemeantime,reduplicatedwordsspecificallybelongtoChinese.Forexample:①柔柔的风，甜甜的梦(softwind,sweetdream)②舒舒服服入睡，清清爽爽醒来(fallasleepcozily,wakeuprefreshingly)③清凉凉的世界，暖融融的爱心(coolworld,warmlove)…Asmentionedabove,therepetitionofsyllablecannotonlyincreasesomenewgrammaticalmeanings,butalsobringalanguagebeauty.Incadenceandrhythm,ChineseandEnglishhavegreatdistinctions.Chineseissyllable-timed,whereasEnglishisstress-timed.Chineseadvertisements’rhythmandlocationofpausearegenerallydecidedbysense-groups.Andtheirlevelandobliquetonesaccordwithcertainstandards.Thecatchyadvertisementsmustrhymeandalwaysrhymethesametone.Forexample:④李宁领带，王者气派(Liningtie,kingstyle)⑤浪迹天涯伴你行，与狼共舞传真情(wanderingaroundtheworldwithyou,andDancesWithWolvesspreadstruefeelings)Inexample④,twobeatsformasense-groupandthereisalittlepauseintwosense-groups.Inexample⑤,theformerfoursyllablesoccupytwobeatsandthelatterthreesyllablesapproximatelytakeuptwobeats.Wecanseethatstressingbeatshasthebeautyofsound,l
