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Analysis of Differences Between Chinese and American Culture Based on Original Advertisement 从
原创广告分析中美文化差异 Abstract Advertising is the cultural phenomenon that includes social forms and it is a picture of socialprogress. Advertising gives the audience visual appreciation so that it also influences people’s way ofthinking or controls their behavior. Advertising transmission is expanding the result of civilization andchanging the cultural structure among different nations. As a form of cultural transmission advertisingbrings important influence on cultural infiltration. This thesis mainly focuses on the differences betweenChinese and American culture from original advertisements. There are three major differences. FirstlyChinese and American languages are parts of these two kinds of cultures and they brings great influenceon advertisement. Secondly social customs of the two countries should not be underestimated. Thirdlythe individual values of the two peoples also affect the success of advertising. They are called “potentialtrap” in advertising transmission across culture. Then many ways will be discussed to harmonize anddevelop the advertising across cultural transmission.Key Words: Original Advertisement Culture Transmission Cultural Differences摘 要 广告是一种颇具社会形态的文化现象,是显示社会进步的通俗画卷。
广告以其独特的视觉冲击力,渗透广大民众的眼球,影响着人们的思维,甚至支配着人们的行为。
广告传播扩大了人类文明的成果,改变着民族间原本的文化构架。
作为一种文化传播的形式,广告在各国的文化渗透中产生重大影响。
本文主要讲述广告在当今社会的重大作用并透射出中美两国伴随广告这种跨文化传播方式所体现的语言,价值取向,社会风俗等方面的差异,它们可以说是跨文化广告传播中“潜在的陷阱”并且是在广告的信息交流中发挥重要作用的传播因素。
由此提出如何协调中美广告跨文化传播中的差异,使两国通过广告寻觅文化之间的共同点,并架构起东西方文化连接的桥梁。
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原创广告,文化传播,文化差异ContentsIntroduction…………………………………………………………………………………………………5I. Brief Introduction of Advertising……………………………………………………………...…………5 A. The Concept of Advertising………………………………………………………..…………………5 B. The History of Advertising ……………………………………………………………...……………6 C. The Important Function of Advertising in Across-Cultures……………………………..……………7 1. An Important Carrier in the Cultural Transmission …………………………………..……………7 2. Adaptation to the Tendency of Economic Globalization………………………………………...…8Ⅱ. Analysis of Chinese and American Cultural Infiltration from Original Advertisement………………10 A. Influences of Chinese and American Languages on Advertising ………………………………..…10 1. Language Differences………………….. ……………….. ……………….. ……………….……10 2. Slogan…………………….. ……………….. ……………….. ……………….. ……………...…11 B. Influences of Social Customs…………………….. ……………….. ………………………………11 C. Individual Values of the Two Peoples………………….. ……………….. …………………...……13Ⅲ. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission……….…………15 A. Cultural Innovation…………………….. ……………….. ……………………………………...…15 B. Overcoming Fixed Modes of Thinking ………………….. ……………….. ………………………15 C. 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.Advertising is an important carrier of cultural transmission. It spreads not only in one nation but also outof the nation and it enters economic and cultural environment. To the economy as one way of spreadinginformation advertising would introduce the product’s information link up the need and output guide thecustomers to purchase the products speed up the commercial circulation and improve the corporation’scompetitiveness in the market. To the culture advertising is also a visual art it would construct thecultural style while spreading the economic information. It is a comprehensive cultural action it is alsorelated to individual values social customs of different countries which is especially true between Chinaand America. These two countries represent the cultural differences between the East and the West. InChina since the opening to the outside world advertising propaganda such as Coco-Cola NikeMcDonald 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 differentsocial customs individual values and languages. In a word there is an important sentence for advertisingtransmission across culture: knowing what should do is as important as knowing what should not do.I. Brief Introduction of Advertising Advertisement is the product of commercial economy and it has brought a large number of changesto our modern society. A. The Concept of Advertising The word of “advertising” comes from the Latin word “advertere” it means “a way to attractattention or interest consumers and to influence their feelings toward the product service or cause”. Cui1 But until now scholars in different countries have different explanations. The American AdvertisingAssociation gave this definition “Advertising is a kind of people’s transmission which should pay themoney the final purpose is to spread information and to transfer intended feeling to the consumers andthen reap the profits.”Cui 1 In 1985 China called advertising a way to spread information the purposesare to promote the sale of goods and work force to influence people to get the support of government topromote a kind of undertaking or other responses. According to George and Michael Belch advertising appeals “refer to the basis or approach used inthe advertisement to attract attention or interest consumers and to influence their feelings toward theproduct service or cause.”Mueller151. The advertising appeals employed should be consistent with thevalues and taste of the target audience. Advertising is an information and activity which should pay themoney. 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 theseshould be ensured by cost. Thirdly the advertising companies should seek profits so that they can live anddevelop. Advertising is a kind of information which should be treated with special act. However advertisingis different from pure art it is closely related to industry and society. In different periods advertising hasdifferent ideas medias and tactics 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 organizationpay money for publicizing one kind of special ideas.”Rothschild 8 Advertising can be classified into two types. One is called narrow sense advertising. It only refers tocommercial advertising which advertising persuading customers to buy products and make profitsthrough advertising. Another called broad sense advertising. It refers to all kinds of advertising includingcommercial or non-commercial advertising. In a word the concepts of advertising mainly refer to face all customers and transmit information ofproducts to them then guide them to buy these products. B. The History of Advertising Advertising is the product of commercial economy. Advertising appeared with the beginning ofproducing and exchanging of goods. The earliest advertising in the world is oral advertising which iscalled selling advertisement. In servile society goods should be exchanged so that people displayed allthe goods and shouted to attract customers. Several millenaries ago every street was full of the sound ofselling the slaves and livestock in Ancient Greece and Rome. These were the most primitive forms ofadvertising. 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 Rome. InMedieval 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 isan advertising copper which is from Jinan which is the earliest printing advertisement in the world. Thereare not only names and sentences but also a label of rabbit. After the middle of Ming Dynasty manybusinessmen printed beautiful picture on the books in order to sell them. After the printing techniquespread into Europe the advertising also got into the new stage. The first publisher printed manyadvertisements of religion in 1473 of England. Then these advertisements were inhibited every streets inLondon. This is the earliest printing advertising. After the Industrial Revolution advertising made a greatprogress. Newspaper was an important part in the development of advertising. In 1662 Weekly Newspublished an advertising about one boll in England. In1710 the Observer published advertising for sellingof tea coffee chocolate book medicine and so on. Until 1990c in the trend of economic globalizationthe cheap traffic and advanced electronic technology make advertising stronger and stronger. C. The Important Function of Advertising in Across-Cultures 1. An Important Carrier in the Cultural Transmission Culture is one thing that should accumulate during a long living time in one nation. It roots in thenational mind this is the scope of consciousness. It is not very easy to change. Different countries havedifferent cultures they should communicate with each other. Although they are many ways to exchangeculture advertising is one of best way to do it. Advertising is the cultural phenomenon that includes socialforms 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 whocan create culture Advertising should not only transmit in native country but also in other countries. Itcould transmit the most fashionable information at the same time it could also affect individual valuessocial 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 transmits into China western culturebegins to enter China such as Mickey Mouse created by Disney is very popular in China. These allshow Mickey Mouse that cultural transmission is an important part during world’s culturalcommunication. But globalization poses a challenge to every national culture. On the international stage Chinabecomes a little feeble. In the international advertising judges there is no Chinese. This shows that weshould make every effort to change this phenomenon. We should transmit more commercial informationand publicize national culture such as the advertising 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 economicinformation. It is a comprehensive cultural actions it creates the cultural style builds cultural atmosphereand expresses cultural information on the basis of aesthetic fascination. Specially with the contrivance oftransmission’s technology advertising makes great progress. But the globalization advertisingtransmission also owns contradictory which mainly refers to “cultural contradictory and culturaldisappearance”. In order to mitigate a contradiction there always are three styles of advertising acrossculture transmission. They are cultural vicissitude cultural accommodation amp tactical globalization.Therefore every national culture should be respected. Advertising plays an important role to protect thesafety of national culture. 2. Adaptation to the Tendency of Economic Globalization Advertising across cultures faces different countries or areas nationalities and different consumers.The countries also have great different politics economy and cultural environment. Cultural difference isthe most straight and brings the most influence for the transmission. In the trend of economicglobalization advertising across culture adapts to this trend. To the economy as a way of spreadinginformation advertising would introduce the product’s information link up the relationship between theneed and output guide the customers to purchase the products speed up the commercial circulation andimprove the corporation’s completeness in the market. Under the background of the economicglobalization the competition of brand is the deciding factor element of economic competition. On theother hand advertising is an important way to promote a brand and make it popular in the market. Peoplesay that advertising is economic weatherglass the information transmitted by advertising can reflect thelevel of development in a country. In addition Michael H. Anderson noted that advertising wasconsidered to have specific functions such as to “provide business information guide consumption andproduction promote foreign trade beautify the cityscape make people feel proud of socialistic economyand culture be instrumental to catching up and competing with more developed economies and be avaluable source of hard currency from foreign advertisers.”Mueller 299 The development of advertising is based on the development of national economy. Advertisingtransmits information for the development of national economy depends on that the development ofnational economy can’t leave advertising. With the improvement of living conditions people needtoyshop goods they also turn to advertising. In modern time advertising not only spreads informationand thoughts but also is results in consuming. One of standard advertising people said: advertising canchange popular culture change our language can initiate one kind of business or retrieval a companyeven can change all over the word. Although it exaggerates the function of advertising advertising reallyowns the power to change the world. We can prove this power from experience advertising is notinsignificant business it is a business that influences contemporary culture limits the minds and the lifeof people. As the development of economy new products are increasing the needs in market arechanging the place of business is extending and people always need advertising to provide informationof the products for themselves. At the same time as the material requirement is raising and new means ofconsumption is emerging advertising transmission brings simulative function for the means ofconsumption. It also brings active function for expanding sales and developing new products. Nowadays advertising is a part of our daily life which can exist everywhere. When we openmailboxes read newspapers and magazines listen to the radios watch TV programs walk on avenuesand alleyways advertising must show themselves with many different styles and contents. There are TVadvertising outdoors advertising mail advertising and booth advertising. The areas of advertising includereal estates cars cosmetics drinking convenient noodles foods cleansers and so on. In recent yearsinternational adverti.