摘要：

随着经济和社会文化的发展，广告已成为人们生活中的一部分。中国文化对人类社会的影响是深远又广泛的，广告作为社会发展中的产物一样也会受到文化的影响。在全球化和国际化的现代社会，中西方文化差异是非常明显而又无法避免的，而广告与文化又是息息相关的，由于中西方文化差异，导致广告人所诠释的广告有着不同的想法和观点，因此诠释同一个商品就会有不同的效果。本文主要从中西方文化的角度，对比雀巢公司在海外市场和中国市场的广告营销差异，结合雀巢公司的经营理念，分析这种差异后的文化因素，为中国企业今后的市场营销提供一些有益的启示。

关键词：文化；广告；营销

Abstract:

With the development of economy and social culture, advertising has become a part of people’s life. Chinese culture of human society is profound and extensive, advertisement as a product of social development will be affected by cultural influence. In the globalization and internationalization of the modern society, the differences between Chinese and western cultural are very obvious and inevitable, and advertisement is deeply connected to culture. Due to the cultural difference between Chinese and western, the advertisers have different ideas and opinions, thus the AD men will have different interpretations of the goods. As a "Best Line”, advertisement plays the very important part of success or failure of advertising effectiveness. The universality and charm of advertisement is largely depended on AD language. The AD languages are vividly described the product function and service commitments of the product. And at the same time the AD languages cause the resonance of the consumers’ ideology through the advertisement to attract people and make deeply impression in consumers’ brain. The advertisement is also connected with culture. This dissertation from the perspective of Chinese and western culture will contrast. It is combining with the management idea of Nestle by analyzing the differences of cultural factors.  The author hopes that it can provide some beneficial enlightenment to Chinese companies for the future.

Key words: culture; advertisement;marketing