從原創(chuàng)廣告分析中美文化差異

1、從原創(chuàng)廣告分析中美文化差異 tungshuzhi Analysis of Differences Between Chinese and American Culture Based on Original AdvertisementAnalysis of Differences Between Chinese and American Culture Based on Original Advertisement從原創(chuàng)廣告分析中美文化差異AbstractAdvertising is the cultural phenomenon that includes social forms and

2、it is a picture of social progress. Advertising gives the audience visual appreciation so that it also influences peoples way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations. As a for

3、m of cultural transmission, advertising brings important influence on cultural infiltration. This thesis mainly focuses on the differences between Chinese and American culture from original advertisements. There are three major differences. Firstly, Chinese and American languages are parts of these

4、two kinds of cultures, and they brings great influence on advertisement. Secondly, social customs of the two countries should not be underestimated. Thirdly, the individual values of the two peoples also affect the success of advertising. They are called “potential trap” in advertising transmission

5、across culture. Then many ways will be discussed to harmonize and develop the advertising across cultural transmission.Key Words: Original Advertisement; Culture Transmission; Cultural Differences 摘要廣告是一種頗具社會(huì)形態(tài)的文化現(xiàn)象，是顯示社會(huì)進(jìn)步的通俗畫卷。廣告以其獨(dú)特的視覺沖擊力，滲透廣大民眾的眼球，影響著人們的思維，甚至支配著人們的行為。廣告?zhèn)鞑U(kuò)大了人類文明的成果，改變著民族間原本

6、的文化構(gòu)架。作為一種文化傳播的形式，廣告在各國(guó)的文化滲透中產(chǎn)生重大影響。本文主要講述廣告在當(dāng)今社會(huì)的重大作用并透射出中美兩國(guó)伴隨廣告這種跨文化傳播方式所體現(xiàn)的語言，價(jià)值取向，社會(huì)風(fēng)俗等方面的差異，它們可以說是跨文化廣告?zhèn)鞑ブ小皾撛诘南葳濉辈⑶沂窃趶V告的信息交流中發(fā)揮重要作用的傳播因素。由此提出如何協(xié)調(diào)中美廣告跨文化傳播中的差異，使兩國(guó)通過廣告尋覓文化之間的共同點(diǎn)，并架構(gòu)起東西方文化連接的橋梁。關(guān)鍵詞: 原創(chuàng)廣告，文化傳播，文化差異 ContentsIntroduction5I. Brief Introduction of Advertising.5A. The Concept of

7、Advertising.5B. The History of Advertising .6C. The Important Function of Advertising in Across-Cultures.71. An Important Carrier in the Cultural Transmission .72. Adaptation to the Tendency of Economic Globalization.8. Analysis of Chinese and American Cultural Infiltration from Original Advertiseme

8、nt10A. Influences of Chinese and American Languages on Advertising .101. Language Differences. . . .102. Slogan. . . . .11B. Influences of Social Customs. . 11C. Individual Values of the Two Peoples. . .13. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission.15A. Cultural In

9、novation. . .15B. Overcoming Fixed Modes of Thinking . . 15C. Rational Consideration of the National Culture and Foreign Cultures.16Conclusion. . . . .16Acknowledgements. . . .18Introduction  In the trend of economic globalization, cultural exchanges between countries are more frequent. Adverti

10、sing is an important carrier of cultural transmission. It spreads not only in one nation but also out of the nation and it enters economic and cultural environment. To the economy, as one way of spreading information, advertising would introduce the products information, link up the need and output,

11、 guide the customers to purchase the products, speed up the commercial circulation and improve the corporations competitiveness in the market. To the culture, advertising is also a visual art, it would construct the cultural style while spreading the economic information. It is a comprehensive cultu

12、ral action, it is also related to individual values, social customs of different countries, which is especially true between China and America. These two countries represent the cultural differences between the East and the West. In China, since the opening to the outside world, advertising propagan

13、da such as Coco-Cola, Nike, McDonald, BMW and many other stand for the American culture which infiltrates into Chinese culture. But advertising transmission should consider different cultures of the two countries. They are different social customs, individual values and languages. In a word, there i

14、s an important sentence for advertising transmission across culture: knowing what should do is as important as knowing what should not do. I. Brief Introduction of AdvertisingAdvertisement is the product of commercial economy and it has brought a large number of changes to our modern society.&#

15、160;A. The Concept of AdvertisingThe word of “advertising” comes from the Latin word “advertere”, it means “a way to attract attention or interest consumers and to influence their feelings toward the product, service or cause”. (Cui 1) But until now, scholars in different countries have different ex

16、planations. The American Advertising Association gave this definition “Advertising is a kind of peoples transmission which should pay the money, the final purpose is to spread information and to transfer intended feeling to the consumers and then reap the profits.”(Cui 1) In 1985, China called adver

17、tising a way to spread information, the purposes are to promote the sale of goods and work force, to influence people, to get the support of government, to promote a kind of undertaking or other responses.According to George and Michael Belch, advertising appeals “refer to the basis or approach used

18、 in the advertisement to attract attention or interest consumers and to influence their feelings toward the product, service or cause.”(Mueller151).  The advertising appeals employed should be consistent with the values and taste of the target audience. Advertising is an information and activit

19、y, which should pay the money. Firstly, as part of commercial activity, advertising has the features of putting and producing. Secondly, as part of informational transmission, advertising information must be perfect, but all of these should be ensured by cost. Thirdly, the advertising companies shou

20、ld seek profits so that they can live and develop.Advertising is a kind of information which should be treated with special act. However, advertising is different from pure art, it is closely related to industry and society. In different periods, advertising has different ideas, medias, and tactics

21、and so on, all of these take shape special persuasion and effect. “Advertising is a part of selling market, it is a selling activity that one business or person or organization pay money for publicizing one kind of special ideas.”(Rothschild 8)Advertising can be classified into two types. One is cal

22、led narrow sense advertising. It only refers to commercial advertising which advertising persuading customers to buy products and make profits through advertising. Another called broad sense advertising. It refers to all kinds of advertising, including commercial or non-commercial advertising.I

23、n a word, the concepts of advertising mainly refer to face all customers and transmit information of products to them, then guide them to buy these products. B. The History of AdvertisingAdvertising is the product of commercial economy. Advertising appeared with the beginning of producing and exchan

24、ging of goods. The earliest advertising in the world is oral advertising, which is called selling advertisement. In servile society, goods should be exchanged so that people displayed all the goods and shouted to attract customers. Several millenaries ago, every street was full of the sound of selli

25、ng the slaves and livestock in Ancient Greece and Rome. These were the most primitive forms of advertising.In feudal society, as the development of production, label became another format of advertising. Label is symbolistic type, for example, a mule drags the mill stands for a bake house in Ancient

26、 Rome. In Medieval England, a waving arm stands for the shop of goldsmith. In China, flag, with a word of “Alcohol”, stands for pub at that time.The contrivance of printing initiated the epoch of advertising. In Beijing Museum of History, there is an advertising copper which is from Jinan which is t

27、he earliest printing advertisement in the world. There are not only names and sentences, but also a label of rabbit. After the middle of Ming Dynasty, many businessmen printed beautiful picture on the books in order to sell them. After the printing technique spread into Europe, the advertising also

28、got into the new stage. The first publisher printed many advertisements of religion in 1473 of England. Then these advertisements were inhibited every streets in London. This is the earliest printing advertising. After the Industrial Revolution, advertising made a great progress. Newspaper was an im

29、portant part in the development of advertising. In 1662, Weekly News published an advertising about one boll in England. In1710, the Observer published advertising for selling of tea, coffee, chocolate, book, medicine and so on. Until 1990c, in the trend of economic globalization, the cheap traffic

30、and advanced electronic technology make advertising stronger and stronger.C. The Important Function of Advertising in Across-Cultures1. An Important Carrier in the Cultural TransmissionCulture is one thing that should accumulate during a long living time in one nation. It roots in the national mind,

31、 this is the scope of consciousness. It is not very easy to change. Different countries have different cultures, they should communicate with each other. Although they are many ways to exchange culture, advertising is one of best way to do it. Advertising is the cultural phenomenon that includes soc

32、ial forms and it is a picture of progressive society. Advertising transmission is a kind of cultural transmission. As Beity who was a famous person in American advertising said that if no one makes advertising, who can create culture? Advertising should not only transmit in native country, but also

33、in other countries. It could transmit the most fashionable information, at the same time, it could also affect individual values, social customs and ways of living. It also transmits homeomorphism information such as “Rock Culture”, “Idolatry Culture” and so on. As the MTV of western countries trans

34、mits into China, western culture begins to enter China, such as Mickey Mouse created by Disney is very popular in China. These all show Mickey Mouse) that cultural transmission is an important part during worlds cultural communication.But globalization poses a challenge to every national c

35、ulture. On the international stage, China becomes a little feeble. In the international advertising judges, there is no Chinese. This shows that we should make every effort to change this phenomenon. We should transmit more commercial information and publicize national culture, such as the advertisi

36、ng of Kongfu shows “make people miss homer”, Hongdou shows “a poem of Hongdou”. Chinese national culture is an endless treasure.Advertising is also a visual art, it would construct the cultural style while spreading the economic information. It is a comprehensive cultural actions, it creates the cul

37、tural style, builds cultural atmosphere and expresses cultural information on the basis of aesthetic fascination. Specially, with the contrivance of transmissions technology, advertising makes great progress. But the globalization advertising transmission also owns contradictory, which mainly refers

38、 to “cultural contradictory and cultural disappearance”. In order to mitigate a contradiction, there always are three styles of advertising across culture transmission. They are cultural vicissitude, cultural accommodation & tactical globalization. Therefore, every national culture should b

39、e respected. Advertising plays an important role to protect the safety of national culture.2. Adaptation to the Tendency of Economic GlobalizationAdvertising across cultures faces different countries or areas, nationalities, and different consumers. The countries also have great different politics,

40、economy and cultural environment. Cultural difference is the most straight and brings the most influence for the transmission. In the trend of economic globalization, advertising across culture adapts to this trend. To the economy, as a way of spreading information, advertising would introduce the p

41、roducts information, link up the relationship between the need and output, guide the customers to purchase the products, speed up the commercial circulation and improve the corporations completeness in the market. Under the background of the economic globalization, the competition of brand is the de

42、ciding factor element of economic competition. On the other hand, advertising is an important way to promote a brand and make it popular in the market. People say that advertising is economic weatherglass, the information transmitted by advertising can reflect the level of development in a country.

43、In addition, Michael H. Anderson noted that advertising was considered to have specific functions, such as to “provide business information; guide consumption and production; promote foreign trade; beautify the cityscape; make people feel proud of socialistic economy and culture; be instrumental to

44、catching up and competing with more developed economies; and be a valuable source of hard currency from foreign advertisers.”(Mueller 299)The development of advertising is based on the development of national economy. Advertising transmits information for the development of national economy; depends

45、 on that the development of national economy cant leave advertising. With the improvement of living conditions, people need toyshop goods, they also turn to advertising. In modern time, advertising not only spreads information and thoughts but also is results in consuming. One of standard advertisin

46、g people said: advertising can change popular culture, change our language; can initiate one kind of business or retrieval a company, even can change all over the word. Although it exaggerates the function of advertising, advertising really owns the power to change the world. We can prove this

47、power from experience, advertising is not insignificant business, it is a business that influences contemporary culture, limits the minds and the life of people.  As the development of economy, new products are increasing, the needs in market are changing, the place of business is extending, an

48、d people always need advertising to provide information of the products for themselves. At the same time, as the material requirement is raising and new means of consumption is emerging, advertising transmission brings simulative function for the means of consumption. It also brings active function

49、for expanding sales and developing new products.Nowadays, advertising is a part of our daily life which can exist everywhere. When we open mailboxes; read newspapers and magazines; listen to the radios; watch TV programs; walk on avenues and alleyways; advertising must show themselves with many diff

50、erent styles and contents. There are TV advertising, outdoors advertising, mail advertising and booth advertising. The areas of advertising include real estates, cars, cosmetics, drinking, convenient noodles, foods, cleansers and so on. In recent years, international advertising has came into being

51、with the development of market economy. These bring active influence of commercial circulation so that competitions are more and more intense. Advertising is an important way to build up the figure of one business, the function of advertising is tacit. Analysis of Chinese and American Cultural Infil

52、tration from Original AdvertisementAdvertisement leads the worlds fashions, at the same time, it is also a way to spread culture across countries.A. Influences of Chinese and American Languages on Advertising1. Language DifferencesLanguage is the carrier of culture, every word stands for one meaning

53、. When we speak mother language in our hometown, which must be easy. But in the trend of globalization, every country should communicate with others, so do China and America. These two different languages are obstacles when the two countries are exchanging cultures. In the advertising across culture

54、 transmission, the function of  language is very obvious. Although America has 50 states, American language is very unified, there is no dialect. American people study standard American English very hard. The unit of language brings the unit of culture. The unit of culture means the unit of soc

55、ial values. If one production will be generalized, it just only shows “National AD” in ABC, CBS NBC, CNN and FOX. This is also called unit of advertising. It brings convenience for American business to set market, at the same time, unit advertising influences the whole America. In China, there are m

56、any dialects so that it is difficult to set a conception of national advertising. We call the dialects advertising “Local AD”. The number of TV station is 3125 in China. This is the largest number in the world at this moment. So the advertising effect is not very good from central TV station to regi

57、onal TV station. All of these are basis on the actuality of China.The Chinese advertising language is high text; it pays more attention to the audio model and notion. They make a nice atmosphere so that audience has an intuition or favor about the productions. They are particular about appreciation. For example, this kind of advertising content is that one family is drinking milk, the language shows concern for the health nice future of your family members. The American advertising language is objecti