中美可口可乐的电视广告创意对比_英语论文

A Comparative Study of the Originality between Chinese and American Coca-Cola Television Advertising

摘要

我们正处在一个广告的时代。广告作为社会和文化的一面镜子，反映出了不同国家和地区的文化差异。中美不同的文化内涵和历史缘由导致各国广告的创意设计、展现各有特色。中美广告既有相似之处又有很多差异。这些差异归根到底源于中美文化差异。由于文化的特殊性，不同文化中的广告也各自具有本民族文化的特点。

可口可乐作为外国品牌，广告和产品却在中国家喻户晓，其中缘由想必我们可以借鉴。本课题将以可口可乐广告为例，研究中美两国在此电视广告方面的创意差异，分析差异并且找出差异原因，希望能从中学习到外国广告的优点，取长补短并为我所用，从而促进我国广告事业的发展。 

关键词：广告；中国；美国；可口可乐；创意差异

Abstract

People are now in the time of advertisements. Advertisements as a mirror of society and culture reflect cultural differences of different countries and regions. China and America have different cultural connotation and historical background, for this reason, advertising styles and features of the two countries are totally different. There are many differences between Chinese and American advertisements. These differences in the final analysis originate from the cultural differences between China and the United States. Because of the particularity of culture, advertisements in different cultures also have their own characteristics of national culture.

As a foreign brand, Coca-Cola’s advertisements and products are known to every household in China. Maybe people can learn some experience from the success of Coca-Cola. Within the subject, the author will take Coca-Cola television advertisement as an example. The author is meant to study differences of the originality between Chinese and American television advertisements, trying to find out the reason of the differences. From the project, the author wishes to learn some advantages from the foreign advertisements and apply them to Chinese advertisements so as to promote the development of the Chinese advertising industry.  

Key words: advertisement; China; America; Coca-Cola; differences of originality

Contents

Abstract i

摘 要 ii

1. Introduction 1

1.1 Purpose and Significance of the Study 1

1.2 Methodology of the Study 1

1.3 Structure of the Thesis 2

2. Theoretical Foundation 3

2.1 Previous Study of Advertisements Abroad 3

2.2 Previous Study of Advertisements at Home 4

2.3 Background Information of the Coca-Cola Advertisements 5

3. Coca-Cola Advertising Contents of China and the US 7

3.1 Advertising Synopsis 7

3.2 Advertising Messages 9

3.3 Advertising Music 9

3.4 Advertising Characters 10

4. Comparison of Chinese and American Coca-Cola Advertisements 11

4.1 Similarities between the Two Advertisements 11

4.1.1 Brand Spokesmen 11

4.1.2 Advertising Slogans 11

4.1.3 Advertising Appeals 12

4.2 Differences of Advertising Methods 12

4.2.1 The Way of Language Expression 12

4.2.2 Advertising Language Style 13

4.3 Differences of Creative Ideas and Imageries 14

4.3.1 Creative Ideas of the Advertisement 14

4.3.2 Imageries of the Advertisement 15

5. Suggestions for Chinese Television Advertisements 16

5.1 Potential Development Direction of Chinese Advertisements 16

5.2 Having the Correct Attitude to Advertisements 16

5.3 Countermeasures and Suggestions 17

6. Conclusion 18

Bibliography 19

Acknowledgements 21