ABSTRACT

Advertising is a form of communication as well as a culture phenomenon. When advertisements are propagating goods and providing services, they also transmit cultural connotations. The soul of advertising is its originality, and the source of the originality lies in its cultural background. There’s always been a huge cultural gap between China and America which also leads to the differences in their advertisement originalities. This thesis will make a series of comparisons of advertisements to analyze the differences of advertisement originalities between the two countries from cultural perspective. Besides, it will discover the interplay between Sino-American cultures and advertisements. Therefore, the thesis will offer suggestions to help solve the cultural conflicts in cross-culture communications.

Key words：advertisement, advertisement originality, culture, cultural difference, cultural value

摘        要

广告是一种传播形式，同时也是一种文化现象。它在宣传商品和提供服务的同时, 也传递着文化理念和内涵。广告的灵魂是创意，而创意的源泉则来自于它所在的文化背景。中美两国的文化素来有着巨大的差异，因此也造成了两国广告在创意上的差异。本文将对各种广告实例进行对比，从文化差异这一层面分析中美两国广告创意的区别，同时探究广告创意与文化差异性之间的相互作用。在此基础上提出建议，从而帮助解决跨文化传播过程中可能出现的文化冲突问题。


关键词：广告,广告创意,文化,文化差异,文化价值观