摘要:文化是人类社会赖以生存和发展的基础, 语言是构成文化系统的重要因素之一。英汉两种语言都是色彩名称丰富的语言。然而，由于历史背景、文化传统、宗教信仰、价值观念等方面的差异，同一颜色词在两种不同的语言中的含义有相似之处，也存在着差异。随着经济全球化的不断发展, 商务活动越来越频繁，人们也越来越多地认识到具有深刻文化内涵的颜色词不可避免地成为商务活动交往的一个障碍。本文通过分析英汉语言中颜色词的不同文化内涵及造成差异的原因，探讨其在商务语境中的运用，提出在跨文化商务活动中要正确理解和恰当使用颜色词，以避免文化差异带来的文化冲突和经济利益的损失；另外，通过对此问题的研究以促进人们对于文化差异的尊重与理解，从而有利于国际间商务活动的交流与合作。
关键词：颜色词；文化内涵；商务活动
Abstract:Culture is the foundation of the existence and development of human society. Language is one important aspects of the culture. Both English and Chinese are the languages full of color description. However, owing to historical background, cultural tradition and religious beliefs, and values, the same color words in two different languages have similarities to the meaning but more differences. With the continuous development of economic globalization, business activities become more frequent, and people also increasingly realize that profound cultural connotation color words inevitably become an obstacle to business contacts. By analyzing the cultural connotation of color words in English and Chinese and the reasons caused by cultural shock, this paper puts forward that it is extremely significant to correctly use the color words in the cross-culture business in preventing cultural conflict and economic losses. On the other hand, it is hoped that people from different culture can reach the mutual respect and understanding by further study of this subject, which helps to improve the international business cooperation and exchange.
Key words； color words ; cultural connotation; business activities
