从广告创意中看中西文化的差异

摘要

     随着全球经济以及大众传媒多样性技术的飞速发展，广告已经成为人们日常生活中必不可少的一部分。众所周知，不同国家的广告会吸引不同的消费者，并反映出不同的文化背景习惯。因此，显而易见，广告作为一种文化传播的载体，广告创意更是不能独立于文化而单独存在的。它是社会文化的整合，是社会文化的创造，更是社会文化的传播。因此，通过分析不同国家的广告创意，便可以透析出不同国家的文化差异，如：不同的道德标准、价值观、思维模式以及社会习俗等。为此，本文将对中西方的广告创意做出对比分析，旨在透析出中西方不同的文化差异，从而帮助人们更好地理解全球经济一体化中的文化差异，进而促进全球跨文化交流顺利进行。

 

    关键词：广告创意；中西方文化；文化差异

Abstract 

With the rapid development of global economy, the technology and the diversity of the mass media，advertising becomes more and more important in people’s everyday life. As is known to us, advertisements in different countries attract different consumers, and reflect different culture and customs. So it’s clear to see that advertising, as the carrier of cultural transmission, and advertising creation can not break away from culture and exist independently. It is the integration of the social culture, the creation of social culture and the transmission of social culture. Therefore, through the analysis of different advertising creation, we can find different cultural difference such as: different moral standards, value, thinking mode and social customs in different countries. So this paper will give a comparative analysis of the cultural difference reflected in Chinese advertisement and western advertisements, through four aspects, i.e., values, philosophical view, thinking mode, and moral value and aim to help people get a good understanding of cultural difference in the trend of globalization and then accelerate the cross-cultural communication.

Key words: advertising creation; Chinese and Western culture; cultural difference

Content

1.Introduction…………………………………………………………………...3

1.1 Research significance……………………………………………………….3

1.2 Literature Review…………………………………………………………...4

2.The generalization of advertising language and culture………………………5

2.1 Advertising language………………………………………………………..5

2.2 Advertising creation…………………………………………………………6

2.3 Culture and Advertising language…………………………………………...7

3. The comparative analysis of the cultural difference reflected in Chinese Advertisement and western advertisement………………………..…………..8

3.1 Different values………………………………………………………………8

3.2 Different philosophical view…………………………………………………9

3.3 Different thinking mode…………………………………………………….10

3.4 Different moral value……………………………………………………….11

4.Conclusion…………………………………………………………………….13

References…………………………………………………………………...….14

Acknowledgements……………………………………………………………..15