摘  要

随着经济和社会文化的发展，广告已是人们在现代生活中必不可少的一部分。其活动已影响到社会的各个方面，它不仅仅是一种市场工具，也成为了一种文化的产物。随着中外交流的频繁，跨文化交际应用也越来越广泛，文化的相关细节将会决定一个广告的成功与否，为了成功的进行跨文化交际，克服因文化差异而导致的交际冲突，策划者必须增强对跨文化的理解，弄清双方的文化差异，从而使广告发挥最大的效益。对跨文化广告进行认真的研究是非常有必要的，广告中暗含的价值观、风俗习惯、消费理念、生活习惯等都会影响着我们，为了进一步说明广告和文化密切相关，本文主要从跨文化差异中的价值取向，审美心理以及社会风俗这三个角度对中外广告进行分析，探寻中外文化差异，促进跨文化交流。

关键词：跨文化交际； 广告；文化差异

Abstract

Nowadays, with the development of economy and social culture, advertising plays an important role in people’s life which has affected the various aspects of our society. It is not only a market instrument, but also a culture product. Along with the frequent exchange of China and foreign countries, more and more widespread intercultural communication becomes, the success of an advertisement is determined by its relevant cultural details. Therefore, a planner should increase their knowledge of intercultural communication and understand the difference between each other. We should see that people’s communication way in different countries is different, and then we will try our best to improve the ability of intercultural communication to maximize the benefits of the adverting. According to this, a study of cross-cultural adverting is necessary. The values, customs and habits, consumption concept, and living habit in advertising will always influent our daily life. This paper mainly introduces the close interrelationship between adverting and culture.  Based on the comparison of adverting in Chinese and foreign culture, their cultural differences will be investigated from three perspectives: value orientation, aesthetical psychology and social customs, in hope of promoting cross-cultural communication.

Key words: cross-cultural communication； advertising； cultural difference
 
1 Introduction
The paper illustrates some differences in advertisement from the perspective of intercultural communication. The translation theorist Eugene A. Nida said: “Translation is an exchange between two cultures. For a real successful translation, knowing two cultures is more important than grasping two languages, because words become meaningful only in its effective cultural background.” Before translation, I think that it is very important to learn well on the cultural difference between China and the Occident. American Marketing Association defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”