摘要

随着全球政治、经济一体化的发展，国内外经济、文化的交流日益频繁。广告，作为一种特殊的文化载体，已经成为不同国家的人们开展文化传播与交流的重要工具。同时广告也是文化的重要组成部分，受文化的影响，又承载并反映着文化。消费观作为文化的一部分，可以清晰地折射出中美双方在文化上的异同。
本文从跨文化比较角度出发，以中美双方不同的广告现象为例，对两种文化进行比较研究，详细解读影响中美两种广告在文化上的一些主要异同，例如中国五千年文化沉淀出的亲情与包容，以及儒家文化带来的和谐思想等。而美国文化中的积极向上与个人主义也深有表现。通过这样的解读，以行为及广告为表，文化为主，从而深入探索出中美双方在源远流长的环境中形成的不同价值观。通过对两种文化进行比较研究，并浅析两者间的根本差异，进而思考未来多元化文化环境下的中西方文化的共存之道。
    
关键词：文化，价值观，中美差异，广告

Abstract

As the integration of global economy and politic develops into a higher level, the communications of economy and culture become more frequent at home and abroad. Advertisement, being a kind of special cultural carrier, has been an essential instrument for people of different countries to communicate with each other as well as to spread their cultures. At the same time, advertisement is also an important part of culture itself. It will be affected by the culture. On the other hand, it is the lineage and the mirror of cultures. Consumption concepts, which could clearly refract the similarities and differences of the cultures in China and America, are also the important portions of the culture.
The thesis starts from the aspect of cross-culture and use some different advertisements in China and America to illustrate. In this way, the thesis could do some comparative studies on these two cultures and detailedly unscrambles some main similarities and differences of the cultures. For example, the five-thousand-year Chinese history contains a lot of emotions of family love and mercy as well as the ideology of harmony brought by Confucianism. At the same time, in the advertisement, the positive attitude and individualism of Americans could also be exhibited. With this kind of interpretation, the thesis would mainly work over the culture and values which come into being with a long history behind. And with this kind of comparative studies, we could find the differences of these two counties and more importantly, look for the way of coexistence for these two different cultures.

Keywords: culture, value, the difference of China and America, advertisement