摘  要

随着世界经济的快速发展，各国之间的交流合作不断增多，随之而来的文化矛盾和冲突也不断增加。只有充分的分析出各国文化之间的差异，才能更好的解决这一问题。广告作为现代商战的利器，其本质是传递商品信息，引导消费，同时作为一种文化潜移默化的影响了人们的生产和生活。研究学习中英文汽车广告的文化差异在一定程度上有利于减少世界各国文化交流的误解，打破经济交往的障碍，加强中西方的相互了解和的商业贸易往来，并且给那些从事于广告宣传等工作的人以借鉴和学习。广告和文化实际上有着相互作用的关系，在日常的生活和学习中我们不难发现文化作为广告创造的根本来源的同时广告却又承载着不同国家的不同文化。本文主要依据多媒体多模态的特点来分析不同国家文化之间的差异。通过中英文化的价值观念、价值取向、权利距离以及思维方式这几个方面具体阐述了中西方文化的差异，并且在此基础上为国内汽车广告制造商提出了一些建议。

关键词：中英文汽车广告；文化相同点；文化不同点

Abstract

With the rapid development of the world economy, there are increasing changes and corporations among countries followed by a number of conflicts. In order to better this issue, only to give a full analysis of the cultural similarities and differences among countries. Advertising, as a modern commercial tool, the essence of which is to convey information and guide the consumption, while at the same time, it also present a certain kind of culture and influence people’s living and production. This research will be helpful for breaking misunderstanding and barriers and increasing mutual communications between china and western countries. In addition, it will benefit those who are engage in the automobile advertising and those are willing to do a research around this topic. Actually, advertising and culture interact to each other. In the daily life and study we can find that culture is the source of advertising, while at the same time the advertising carries different culture of different countries. This study mainly focuses on the colorful traits of Chinese and English automobile advertising and then analyze the cultural difference. The different philosophy, different values of orientation, different power distance and different thinking patterns among different countries will detail in the following. Finally, some suggestions will be presented to the advertising producer based on the study.

Key words: Chinese and English automobile advertising; cultural similarities; cultural difference