Abstract

This study, based on the fact that advertisement and culture have inseparable relationship, analyses the cultural differences between China and the U.S.A by comparing prevailing advertisements in both countries. Results indicate that the two countries have different cultural emblems; Collectivism is a typical part of Chinese culture while American culture features individualism; family relationships, woman images, as well as attitude towards new things are all different in the two countries. With more and more Chinese brands going out of China, meanwhile, more and more foreign brands coming into China, advertising, as the most important and effective way to promote a brand identity, should be put into full effect. Knowing the culture background of the target market can help advertisers avoid hitting the cultural taboos and wise using of it can improve the effectiveness of ads. 

Key Words: advertisement; culture; China; The U.S.A.

摘要

本研究在广告和文化存在着不可分割的联系的基础上，通过对中美两国市场上流通的具有代表性的广告的分析和比较，发现两国的文化价值差异。主要显示在一下几点上：对同一事物，两国有不同的文化诠释；中国文化在世代儒家思想的影响下是典型的集体主义文化，而美国这个代表着自由与民主的国家体现的是典型的个人主义文化；美国家庭和中国家庭也呈现出各自不同的特点；体现在广告中的女性形象也大有不同；另外，两国人民对新事物持有不同的观点。此研究发现可为普通民众理解和赏析跨文化广告语言，为跨国公司在中、美两国做市场推广提供文化背景参考。

关键词:广告；文化；中国；美国

1. Introduction
1.1 The International Background for Advertisement
Ever since the word “globalization” came into being in the 1980s, it has become one of the most fashionable and popular words in today’s life. Admit it or not, it exists in every aspect of our life due to highly advanced transportation and communication systems. Thanks to the transparency and efficiency of international media, we can be aware of what happened on the other side of the world in a flash of time. Government leaders often gather around the negotiation table discussing the world issues and prescribing cooperation treaties. People are travelling more than ever bringing different ideas and cultures wherever they go, as well as picking up local culture during the process of integration. Movies, music albums, radio broadcasts are disseminating without boundary.