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1、 本科毕业论文 从原创广告分析中美文化差异 学生姓名： 学生学号： 200310206114 院（系）： 外国语学院 年级专业： 2003 级英语本科 2 班 指导教师： 二七年五月 Luo Fang Under the Supervision of Jiang Taining School of Foreign Languages and Cultures Panzhihua University May 2007 Analysis of Differences Between Chinese and American Culture Based on Original Advertisem
2、ent 攀枝花学院本科毕业论文 Contents Contents Abstract I Key Words I 摘要 关键词 Introduction1 .Brief Introduction of Advertising2 A.The Concept of Advertising.2 B. The History of Advertising.3 C. The Important Function of Advertising in Across-Cultures4 1. An Important Carrier in the Cultural Transmission4 2.Adapta
3、tion to the Tendency of Economic Globalization.5 .Analysis of Chinese and American Cultural Infiltration from Original Advertisement.6 A. Influences of Chinese and American Languages on Advertising.6 1. Language Differences6 2.Slogan7 B. Influences of Social Customs8 C. Individual Values of the Two
4、Peoples.9 . Ways to Harmonize and Develop the Advertising in Across-Culture Transmission11 A. Cultural Innovation .11 B. Overcoming Fixed Modes of Thinking12 C. Rational Consideration of the National Culture and Foreign Cultures12 Conclusion13 Acknowledgements14 Bibliography15 攀枝花学院本科毕业论文 Abstract I
5、 Abstract Advertising is the cultural phenomenon that includes social forms and 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 ci
6、vilization and changing the cultural structure among different nations. As a form 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 thre
7、e major differences. Firstly, Chinese and American languages are parts of these 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 succe
8、ss of advertising. They are called “potential trap” in advertising transmission 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 攀枝花学院本科毕业论文 摘要 摘摘 要要 广告
9、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。
10、 关键词关键词 原创广告，文化传播，文化差异 攀枝花学院本科毕业论文 Introduction 1 Introduction 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 out of the nation and it enters econ
11、omic and cultural environment. To the economy, as one way of spreading information, advertising would introduce the products information, link up the need and output, guide the customers to purchase the products, speed up the commercial circulation and improve the corporations competitiveness in the
12、 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 cultural action, it is also related to individual values, social customs of different countries, which is especially true between China and
13、 America. These two countries represent the cultural differences between the East and the West. In China, since the opening to the outside world, advertising propaganda such as Coco-Cola, Nike, McDonald, BMW and many other stand for the American culture which infiltrates into Chinese culture. But ad
14、vertising transmission should consider different cultures of the two countries. They are different social customs, individual values and languages. In a word, there is an important sentence for advertising transmission across culture: knowing what should do is as important as knowing what should not
15、 do. 攀枝花学院本科毕业论文 Body 2 I. Brief Introduction of Advertising Advertisement is the product of commercial economy and it has brought a large number of changes to our modern society. A. The Concept of Advertising The word of “advertising” comes from the Latin word “advertere”, it means “a way to attrac
16、t 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 explanations. The American Advertising Association gave this definition “Advertising is a kind of peoples transmission which
17、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 advertising a way to spread information, the purposes are to promote the sale of goods and work force, to influence people, to g
18、et 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 in the advertisement to attract attention or interest consumers and to influence their feelings toward the product, servi
19、ce or cause.”(Mueller151). The advertising appeals employed should be consistent with the values and taste of the target audience. Advertising is an information and activity, which should pay the money. Firstly, as part of commercial activity, advertising has the features of putting and producing. S
20、econdly, as part of informational transmission, advertising information must be perfect, but all of these should be ensured by cost. Thirdly, the advertising companies should seek profits so that they can live and develop. Advertising is a kind of information which should be treated with special act
21、. 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 and so on, all of these take shape special persuasion and effect. “Advertising is a part of selling market, it is a selling act
22、ivity 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 called narrow sense 攀枝花学院本科毕业论文 Body 3 advertising. It only refers to commercial advertising which advertising persuading custome
23、rs 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. In a word, the concepts of advertising mainly refer to face all customers and transmit information of products
24、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 of producing and exchanging of goods. The earliest advertising in the world is oral advertising, which is called selling advertiseme
25、nt. 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 selling the slaves and livestock in Ancient Greece and Rome. These were the most primitive forms of advertising. I
26、n 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. In Medieval England, a waving arm stands for the shop of goldsmith. In China, flag, with a word of “A
27、lcohol”, 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 the earliest printing advertisement in the world. There are not only names and sentences, but also a label o
28、f 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 got into the new stage. The first publisher printed many advertisements of seligion in 1473 of England. The
29、n 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 important part in the development of advertising. In 1662, Weekly News published an advertising about one bol
30、l 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 and advanced electronic technology make advertising stronger and stronger. 攀枝花学院本科毕业论文 Body 4 C. The Import
31、ant 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 the national mind, this is the scope of consciousness. It is not very easy to change. Different countri
32、es 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 social forms and it is a picture of progressive society. Advertising transmission is a k
33、ind 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 in other countries. It could transmit the most fashionable information, at the same t
34、ime, 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 transmits into China, western culture begins to enter China, such as Mickey Mouse created
35、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 culture. On the international stage, China becomes a little feeble. In the international adver
36、tising 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 advertising of Kongfu shows “make people miss homer”, Hongdou shows “a poem of Hongdou”. Chinese natio
37、nal 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 cultural style, builds cultural atmosphere and expresses cultural information on the basis of a
38、esthetic fascination. Specially, with the contrivance of transmissions technology, advertising makes great progress. But the globalization advertising transmission also owns contradictory, which mainly refers to “cultural contradictory 攀枝花学院本科毕业论文 Body 5 and cultural disappearance”. In order to miti
39、gate a contradiction, there always are three styles of advertising across culture transmission. They are cultural vicissitude, cultural accommodation guide consumption and production; promote foreign trade; beautify the cityscape; make people feel proud of socialistic economy and culture; be instrum
40、ental to 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 econom
41、y; depends 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
42、advertising 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 攀枝花学院本科毕业论文 Body 6 function of advertising, advertising really owns the power to change the w
43、orld. We can prove this 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 busines
44、s is extending, and 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 bring
45、s active function 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 themse
46、lves with many different 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 h
47、as came into being 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 Infiltration from Original Advertisement Advertisement leads the worlds fashions, at the same time, it is also a way to spread cul