从文化角度分析中西方广告的差异_英语论文

The Cultural Comparisons between Chinese and Western Advertising

摘要

广告作为现代商业社会的特殊产物，越来越受到人们的关注。本文通过对中西方不同文化背景下一定具有代表性的广告进行充分的研究，以探究广告在中西方不同风俗习、宗教信仰、地理环境和古诗词文化的影响下所产生的不同差异，并对其产生差异的原因做具体分析。

关键词：文化差异；广告；对比

Abstract

With the development of entering into WTO, the economical and cultural exchanges with foreign countries are becoming more and more often. Nearly everyone in the modern world is influenced by advertising. As a product of the modern commercialized society, advertising has captured increasing attention. 

As advertising is developing rapidly with each passing day in our modern society, comparison between western and Chinese advertising from perspective of culture has been of more and more importance for the current globalization of the products and services. 

This thesis will make a contrast and an analysis on the cultural differences between western and Chinese advertising. By exploring the different customs habits, living environment, religious beliefs and ancient poetry culture between Chinese and western advertising, culture can be clearly realized that culture has great influences on the advertising’s connotation. Besides, the reasons of the cultural differences between Chinese and western advertising will be studied in the paper. It is beneficial for cross-cultural communication.

Keywords: cultural differences; advertising; comparison

Contents

1.Introduction1

2.Literature Review 1

2.1 The Advertising 1

2.2 The Culture Differences2

3.The Comparisons between Advertising between Chinese and western countries .4

3.1 Collectivism vs Individualism.4

3.2 Euphemism vs Immediacy 5

3.3Authority Emphasis vs Fact Emphasis.6

4.The Reasons for the Cultural Differences on Chinese and Western Advertising.7

4.1 Different Custom Habits.8

4.2 Different Religious Beliefs.9

4.3 Different Living Environment10

4.4 Different Ancient Poetry Culture.11

5.Conclusion12

Work Cited14