Cultural Differences of Advertise Language between China and Western Countries 英语毕业论文.docx

cultural differences of advertise language between china and western countriesabstract: nowadays, with the development of economy and social culture, advertising plays an important role in peoples life. without advertising, economy will never develop and prosper rapidly. advertising language is an important part of advertising. on the one hand, it is subjected to social culture. on the other hand, it also reflects social culture. this article aims to analyze chinese and western culture through advertising language and show how cultural factors affect advertising so as to promote the cross-cultural communication between the chinese and the westerners.key words: advertising language; chinese and western culture; differenceswith the development of economy and social culture, advertise has become to influence all the aspects of society, playing an essential role in peoples life. it is not only a marketing instrument, but also a kind of cultural product. therefore, advertise language, as the output of social culture, reflects and also restrained by social culture. thus, through advertising language we can find out the differences between chinese and western culture.i. introduction advertise is an information spreading tool, which plays an important role in product publicity. it aims at delivering information of the products and its service, establishing a better brand image and cooperate image, and stimulating their desire to purchase. it encourages people to buy the products yet with great satisfaction visually and psychologically. ii. cultural differences in advertise language advertise language embodies social culture and social culture in turn influences and restrain the expression of advertise language. the values, culture, custom and aesthetics of a nation will certainly exert influences on advertise language, reflecting their cultural characteristics and differences. 2.1 cultural differences in valuethe traditional family ethical spirit of china is of family standard, resulting in the value of group standard in chinese culture. in the traditional chinese culture, the value of family and country are far above individuals, individuals cannot exist independently but rely on group values. therefore, many chinese advertise language is collectivism oriented, emphasizing on developing collectivism spirits. for example:(1) chinese peoples life, chinese peoples mei ling. (mei ling refrigerator)(2) if all regard it good, it is truly the best. (shampoo)these two advertises reflect the collectivism spirit of the chinese and their conformity. however, the western culture emphases on individual value, pursuing freedom and happiness. in the western world, individual value is higher than collectivism value. only when individual is satisfied can the whole group develops. therefore, western advertise is more centered on individual and freedom, fully reflecting individual value.(3) obey your thirst. (drink)(4) take time to indulge. (ice cream)these two advertises fully reflect the individuality of the western countryto bring personal spirit of pleasure, paying no attention to others opinion. they respect personal choice and maintain it is the best.2.2 cultural differences in cultural psychologythere is a phenomenon of authority worship in chinese traditional culture. thus, with the help of the evaluation of authorities, the product gets promoted. for example, “sick with dysentery, you will be fine after taking xie liting.” its a medicine curing dysentery advertised by the famous artist zhao benshan. “the xiang piaopiao milk tea has been sold for seven years to maintain the country first”, which is an advertisement of milk tea. however, the westerners focus on practicability of a product. therefore, their advertisement emphasizes more on products utility, their selling point.(5) at 60 miles an hour the loudest noise in this new rolls-royce comes from the electric clock. (rolls-royce car)this car advertisement mainly introduces its comfort degree and its practicability.2.3 cultural differences in customthe chinese are happy to see a sweet scene that all family members sitting together with the old are being healthy and the young being filial. thus, a lot of chinese advertisements are themed with lovely family, creating an atmosphere of happiness and peace. for example,(6) resistance enhanced, you will be healthy. (medicine)when the happy family with grandpa and grandson showing up in the picture, saying the advertisement words, others are resonated with them and will buy the products. but the westerners focus on individuality and thus their advertisements are more focused on uniqueness of a product. they tend to present a simple life if individual rather than a lively happy family. for example:(7) i couldnt believe it, until i tried it! im impressed! im really impressed! youve got try it! i love it! (microwave oven)its the individuals feeling right after he try the microwave oven, which impressed other customers.2.4 cultural differences in aesthetics its human nature to want to be more beautiful no matter in ancient times or now. with the development of social material civilization and spiritual civilization, people will have a stronger sense of beauty. as they are educated by different culture background, people in china and western countries have different aesthetic standards. chinese believe the saying that a white covers a hundred ugly, so they regard white skin as the standard of a beauty. therefore, chinese skin care products highlight the whitening effect, but the westerners are pursuing brown healthy skin. instead, they regard white as being in poor health.(8) never afraid of the sunburn, using the whitening sunscreen and segregation frost. (sun blocking product)(9) though bergasol stop you burning, it wont, like some suntan lotions, stop you browning.(browning suntan oil)these two advertisements clearly present the aesthetic difference between china and western countries.iii. conclusionnowadays, advertisement has played an essential role in all aspects of peoples life. advertise language is especially important in the effect of an advertisement. the charm of an advertisement depends on its advertise language, which stimulates customers resonance in purchasing the products through lively description of product function and the product service promised by the sellers. people will be greatly impressed by a good advertisement and thus they will pay more attention to the products. advertise language reflects the social culture, and social culture in turn influences the expression of advertise language. therefore, only when we have a better understanding of the cultural differences between china and west