英语论文之中西广告文化差异

A comparative study on Western and Chinese advertising

Thesis statement:

Cultural difference can be found in many aspects, this paper deals

with the differences between Chinese culture and western culture in the perspective of

advertisements.

，

a nd a brief description of similarities between them, and a tentative

explanation is given to the differences of these two systems from the aspect of culture

as

to

illustrate

the

important

strategies

for

advertisers

to

carry

out

a

successful

campaign.

Outline

：

1. Introduction

2. Similarities in western and Chinese advertising

2.1

Literary aesthetic

2.2

sense of

love beauty

3. Cultural differences Reflected in Western and Chinese advertising

3.1 Different

Patterns of Thoughts

3.1.1 Large Power Distance

VS

. Small Power Distance

3.1.2 High Context

VS.

Low Context

3.2 Different Norms of the Society

3.3Different Cultural Value Systems

3.3.1 Collectivism

VS.

Individualism

3.3.2 past 0rientation

VS.

Future Orientation

4. Conclusion

Works Cited

A comparative study on Western and Chinese advertising

1. Introduction

Culture

is

a

predominant

factor

in

adverti sing

．

Culture

fmds

its

expression

in

language

，

and language is a manifestation of culture

．

Indeed, advertisements are one

of

the

most

prominent

culture-specific

forms

of

discours e

．

Different

culture

brings

different

attitudes

and

values

to

the

reading

of

any

text

．

So

it

is

very

necessary

to

investigate

the

culture

behind

the

advertising

for

culture

is

the

base

of

advertising

languages

．

Especially

in

international

advertisement.

Knowing

different

cultures

is

one

of

the

most

advantaged

tools

to

get

rid

of

obstacles

in

intercultural

co mmunication

．

Culture is always the creating background of advertising

．

Speaking

of

culture

in

advertising

，

it

is

consisted

by

many

cultural

factors

complexly

and

wholly

．

People

and

advertisements

communicating

within

the

same

culture

share

a

common pool of experience

，

frames of reference and cultural perspectives

．

But if an

advertisement

is

translated

from

one

culture

into

another

culture

and

language

，

cultural gaps will arise

．

Different

ways

and

languages

in

advertising

produce

different

effects

on

consumers

from

different

cultures.

So

smart

advertisers

don?t

ignore

cultural

difference, and we can tell

the cultural

difference between Chinese advertisements

and

western

advertisements.

This

paper

will

focus

on

four

aspects

to

illustrate

the

cultural

differences

between

China

and

Western

countries

found

in

advertising

creation and advertising language.

2

.

Similarities in western and Chinese advertising

2.1

Literary aesthetic

Neat,

symmetrical

things

are

a

correct

understanding

of

the

formation

of

a

philosophical concept. There are a lot of texts in English advertising language which

is

neat,

symmetrical

structure,

catchy

ad

verses.

So

the

Literary

aesthetic

in

advertising is the same between Chinese and western countries. We can get the idea

from the follow examples:

与时空同在，似日月常辉。

(

手表广告

)

滴滴香浓，意犹未尽。

(

咖啡广告

)

Shaped by the wind; born for the road.

(Car ad,)

Live well; snack well.

(Cookies ad,)

Light as a breeze, soft as a cloud. (Clothes ad.)

2.2 sense of love beauty

No

matter

in

Ancient

and

modern

times,

or

in

Chinese

and

foreign

countries,

love

beauty

heart

belong

to

all

person.

Beautiful

and

youthful

are

closely

linked .youth is people

?

s common wishes. Young people want more beautiful, the old

wish

to

be

younger

than

his

real

age.

In

the

west,

the

woman

?

s

love

of

beauty

and

fashionable

pursuit

is

far

more

than

Chinese

women,

in

order

to

be

beautiful,

they

don't even would like to have babies. Please look at the examples as follow:

年轻态，健康品，黄金搭档。

（脑白金广告）

要想皮肤好，天天用大宝。

(

大宝广告

)

For the gentleman in every man. (Scent ad.)

Make your workout really count! (Sports requisite ad.)

3. Cultural differences Reflected in Western and Chinese advertising

3.1 Different Patterns of Thoughts

3.1.1

Large Power Distance VS Small Power Distance

This

is

an

attempt

to

measure

cultural

attitudes

about

inequality

in

social

relationships.

It

concerns

how

institutional

and

organizational

power

should

be

distributed and how the decisions of the power holders should be viewed.

People

in

large- power

distance

countries

such

as

China, Japan

and

Singapore

believe that power and authority are facts of life. Let?s see some Chinese ad

s:

舒映佳香皂

,

中华医学会推荐。

椰树牌椰汁，天然椰子汁

----

国宴饮料！

In the above ad

，

most of the text has been occupied by lots of certificates and