英语本科毕业论文-Themanifestationofcultureinadvertisement.doc

第 11 页The manifestation of culture in advertisement IntroductionAdvertisement is a kind of art that can stimulate peoples desire of buying. It is a main part in the strategy of corporate image, and a bridge that lines the markets of many countries in the world. So, when the consumers buy the foreign products for their advertisements, they may accept the foreign culture more or less at the same time; On the contrary, it is unavoidable to use the foreign culture more or less while making international advertisement. Nowadays, in the face of varied, multifarious, ubiquitous and all-pervasive advertisement in the society, you may have realized your life style have already influenced by advertisement deeply, especially your behavior, dress style, diet and interests, etc. The advertisement has already become an indispensable part in modern life; even its great influence on peoples life and the moral concept about the achievement. Why is there so enormous influence in the advertisement? The answer is: Culture! So through the analysis of manifestation of culture in current advertisement, and the influence of culture in advertisement, this article is to reflect the manifestation of culture in the advertisement. Analyzing the Manifestation of Culture in the Present Ads.2.1 Manifestation of culture between western and Chinese local products ads. The manners and customs are the collection of cultural traditions, the behavior tendency and the social prevailing custom, which are formed in the long history of a nation. They often have a big difference on the people of Chinese and western countries. Chinese nation think in the way of intuition thought, and western nation is logical thinking. The reflection of Chinese intuition thought is that Chinese nation has the overall standard idea. 2.1.1 Manifestation of Chinese unanimous that is different from western culture in ad.It manifested in many aspects of Chinese peoples daily life, like Chinese name with surname in front and the given name behind. In the Chinese advertisement, the kind manifestation is also quite obvious.Everybody must have had deep impression on the television advertisement of “孔府家酒” with Wang Ji（the actress in the play” person from Beijing in New York”）, who was the spokeswomen for “孔府家酒”! The TV advertising starts with Liu Huans song: “Surely in, surely in, I certainly must return to my family; my family, my family, forever and ever will not be able to forget”. An airplane landed on the aircraft parking area, the decoy was coming to her families, then she drunk “孔府家酒”with her families while the script of ”家” appears on a scarlet paper, the decoy with deep emotion said: “ “孔府家酒”makes me miss my family.” This is an example of television advertisement, which utilized the national culture emotion, the brand characteristic and the artistic image successfully. The unanimous of Chinese nation is the manifesting of overall standard idea. It affects most people with the unanimous idea. This is a typical Chinese advertisement, which wins work model using the national culture characteristic.Heimei television advertisement: a young man is doing physical exercise with his son, suddenly the mobile is ringing with a message: Heimei xylitol toothpaste, then the lovely child runs to his mother and says: Buy the Heimei xylitol toothpaste. Mother says with smiles: I did, the family smiles with harmony happiness. “非常可乐”television advertisement is a collection of several different pictures, which lets the person be happy. “非常可乐”in the success of competition, in the friend gathering, in the family members reunion. “康师傅红烧牛肉面”, “今野拉面”are the successful advertisements which used the same way. The purposes of that all the people use the same products in the same atmosphere are irritate people join this atmosphere with same products. It makes an intense and lasting impulse in the consumer heart.2.1.2 Sexual appeal in western ad. and esthetic expression in ChineseThis kind of overall standard idea is actually rare in the western advertisement. The western nations have logical and analytic thinking. It causes them to pay great attention to the individual. The analytic thinking decomposes the object for each part performs to study. The result is that the partial and individual has highlighted at the important position. In western countries, the individualism and the philosophy of liberalism are general. The equality of the sexes, the individual character and the sexual liberation are the representative product of them. So there is big difference between western and China. The Chinese is extremely sensitive in the moral emotion and the sexual question. The traditional ideas of “Extremely evil is obscene” have influenced from generation to generation in China. In resent hundreds of years, many Chinese persons have cultured in sexual question, but culturing is not equal to the opening. The majority people in the public field always avoid the sexual question. They dont approve “the natural liberation” in the moral consciousness. For this reason, when we will make advertisement program of sexual question in our country, we must think about Chinese national condition, and we cannot introduce all European and American patterns to China.In 1999, American Broadcasting Company (ABC) made surprising news with the sexual scandal of White House to attract the audience, and it obtained the immense success. In prime time of evening, this company broadcasted the famous host Barbara Walters two hours special program, which interviewed Lewinsky. This programs which attracted 49 million audiences, became the special news with the highest watching rate in American history. The advertising income was up to 20 million dollars. Moreover, the book of “Monicas story” which Lewinsky published next day made her very rich for the “advertising effect” of the sexual scandal. What is more, the advertisement, which obtained the golden medal on the 45th Cannes international advertising festival, was created with the illicit love affair of Clinton and Lewinsky as the background. This advertising picture of Brazil analgesic is that Clintons forehead with depressed expression is sticking Lewinskys photo with smiles, by Clintons head is a bottle of TYLENOL analgesic. The advertising title is very clear: “TYLENOL with especially strong effect cures the question of the special headache.” However, the TV station of China cannot improve the watching rate and advertising benefit with the “sexual scandal” like this. Spain EVIAN mineral waters television advertising is a typical western work, which utilized the sexual psychology. It displays the advertising theme with the naked mother and daughter: mother kneels and sees that her daughter opens the bottle lid. Mother is hinting that she should drink water, but the child covers the bottle lid. Then mother is still instructing herself to insist on drinking, but the little daughter still ignores, and steps forward cover debunk. It seems to be resolving that cannot allow her mother to drink. How precious the mineral water in the mind of little girl is! Putting the naked body of mother and daughter in the center of advertising picture causes strong visual impact, and draws audiences attention. Although express sexily, there is no unhealthy sense at all, the whole picture tone is soft and warm. The delight of life to drink mineral water between mother and daughter makes people to cognate brand naturally among the happy and artistic appeal.In the western countries, this kind of advertising is very successful. But in Chinese aesthetic style, it will be like this: in pitch black background, the form of the edge of a bright red cheongsam which represents the womens contours and Chinese characteristic into a form of the wine bottle. The technique of expression has classical beauty with visual impacting sense. This kind of expression is not only stressed the image of products, but also Chinese culture and interest.2.1.3 Summary Human body is beautiful as good fortune in nature, when it is regarded it as aesthetic show. It can give someone aesthetic feeling. Because it is decision and restrained by the people and social attribute, it must hold certain degree and pay attention to the form of expression when it links up to the behaving of sex.It must accord with the favor of the national conditions on the sexual expression. There is very big difference in human moral concept and sex psychology between western and China. Westerners are forthright and honest, and oriental are gentle and implicit. So it is hard to go beyond between east and west culture. Some advertisement in western societies are very popular with sexual psychology, but it probably makes people unable to “stand” in eastern society, even repelled by consumers disgust sum.No matter in Chinese or western advertisement creation, we must have rigorous attitude, which makes sure that the advertisement must have aesthetic, healthy and noble value. Because we have response for audience and consumer when we was releasing a product or transmitting a message. The audience or consumer may understand the cultural background of your country while receiving the message, but they may not. If we transmitted the wrong information or passed to the wrong target, we will make negative effects on products, brand and even the whole culture. So the key to success is to be responsible for products, for advertisement, for culture, and for our own professional ethics. Respecting consumer and culture is the successful source of advertisement. 2.2 Cultural factor in international ads.The seventies of the 20th century is an era of international marketing and international advertisement, with the elimination of politics, economy and tariff barrier, and global trade is simpler and more convenient and more feasible. Market enlargement, liberalization of trade and economic grouping development, require a high level of technology and management.The displaying tactics of international advertisement involve visualization, reason, emotion of message, etc, which demand the creative displaying. Because of the difference of cultural tradition, law, different advertiser of country adopt, different way of displaying of advertisement, the advertisements of come countries pay attention to the spread of the information, but other countries pay much attention to the form of information.According to positive research, as regards amount of information that the advertisement includes, European countries are the largest, secondly it is Asian countries, and it is American States finally. In the way of displaying, as to U.S.A.s advertisement, Japan and China has a more indirect and more obscure form of expressing, there is a symbolic meaning and sense of humor, paying attention to emphasizing the social status and establishing the corporate image, but less likely to carry in the contrast, In Britain, Television advertising is more gentle and recreational, In France advertisement lay particular emphasis in drama display without more adoption of speech form like U.S.A. Especially there is less amount of information transmitting in printing advertisement, which is more attractive, humorous.2.2.1 Manifestation of culture in international ads. originated from ChinaLook at some advertisements; you will have deep understanding of the passage above. The first is the television advertisements of Haiers silvery frequency conversion refrigerator. The moon is quiet, beautiful, the motion of miss and reunion in the Chinese mind, this series of advertisements use this familiar but ordinary thing as Hi-Tech concept and information carrier, then get the result of “appearance is dull like water, inherent is thunderous like shock.” The advertisement was put out in one week at the end of November of 2000, 4 large-and-middle-scale markets sold more than 200 silvery frequency conversion refrigerators of Haier together in Guangzhou alone, 800 other types; Just after the Spring Festival of 2001, in Guangzhou market, more than 200 Haier silvery frequency conversion refrigerators were sold out, which caused other competition brands to pay close attention to and shocked.2.2.2 Manifestation of culture in international ads. originated from America The advertisement of Haiers silvery frequency conversion refrigerator has just displayed Chinas cultural specialty of the harmony between man and nature. It does not only transmit the product information but also let the world have a taste of Chinese culture in the international market. Culture and products complement each other and leave a deep impression on people, so that the brand will give people a deep impression. Second is the advertisement of LOGITECH of U.S.A. The main information of this advertisement is a Genius mouse. In the advertisement, there are two stark-naked innocent and pure babies to display mouse people product naturally, humorously and gently. Two little babies in the picture: One feels good for he is wearing diaper, another baby feels better, for he has nothing on. He lies on the “hotbed” which he did himself. The experience of “hotbed” is happy. He is appreciating his own “masterpiece”. Compared with the first one, he has reached the realm of freedom: following his bent with no stopped, and doing in an expert way. This is the feeling that mouse people want to give.Obviously, American advertisement has obtained an effective result of comparative type. Through this two advertisements, Chinese serious consciousness mode of thinking has been understood as the compare with American way of thinking of logical analysis.2.2.3 Manifestation of culture in international ads. that aiming to China As the market and mass media are developing towards globalization, consumption ideas of consumers in many countries have improved in various degrees. Some moral standards, some principles of basic survival and development have became the major part of culture in the world. ”Guangzhou Daily” edited UPS advertisement of Chinese calligraphy of utilizing script “信” on half position announce of world news which published on April 4,2001. It sets China on the head of “信” and America on the tail of“信”. China and America have linked by“信”. The advertisement tells the business content of communication. The culture of UPS are “keep ones word” which contains safer, in time and reliable on the process. The title of “the highest way is the best choice” and UPS trade mark corporate well. The result of this expression displays a message is that it can transport fast between China and the United State and represents a kind of perfect and genuine service.Honest and keeping promises are becoming more and more important in us. The enterprise and customers are seeking for partner who has sincerity. At one time, sincerity appeared in corporate culture. Then under this background, the advertisement of noticeable “信”can give consumer deep impression and faith.2.3 Summary In old days, quality is the first and important factor people think about when they buying. Culture has less power in peoples minds, but now, the culture of one product comes first when people see it. If the customers like the culture of this goods or this company is the key to the high sell list. Culture gave commodities and companies a image, which the target customers like; or made the culture of commodities and companies oriented with the idea of different customers, for example the price, the aesthetic sense, the habit of consume, the position in the society and so on. The levels of goods have distinguished and advertisements have made fine, which made the choice of customers wider and wider. Therefore this is the achievement of culture. Culture is also the mirror of times. Advertisement must with times is the rule of companys strategy. Then culture in advertisements is the times of customers. So culture is the soul of advertisements. A lot of international advertisements use the same plan, theme and intention on the markets of every country in the world. But in different eras, it uses different artistic image, which fills the local people and culture. Without artistic image in peoples heart and culture, which has the most influence, it cannot work. No matter what image it will choose, it is glamour of culture, is the cultural glamour of world. Influence of Culture on Ads. 3.1 Cultural relativism The curtain of global competition draw back from level to level, following resources, management science and technology and talent competition, and the last layer is the cultural strategy. We have proud of our outstanding cultural traditions of several thousand years of china. Even we have called U.S.A. is a country without tradition, which only have 200 years history. We have sobbed that the invader has robbed a large number of cultural rarities of ours.Contemporary, we see the modern young boys and girls, who are dressed with Korean and Japanese style on the street; we see the well kept ancient Egypt carving door planks of coffin pit, Greek status, and the Rome column type of Chinese Buddha stone, in American Modern Arts Museum. We also see that places of historic interests have been neglected and in despair for a long time.Generations of growing up in the 21st century have no interests in their own national culture. The culture, which accepted like this, may be all sorts of flowers putting together, and may be “chaotic state in which corrupt practices prevail”. So come people are afraid that the acceptance and imitation make some outstanding civilization weaken, and the isolation of traditional culture is nominal at the situation of global cultural exchanges of the information, and the trend of network getting more frequent.Under this kind of background, even though the relative backward of developing