中西方广告比较PPT课件.ppt

AcomparativestudyonWesternandChineseadvertising 1 Introduction 广告 即广而告之之意 广告是为了某种特定的需要 通过一定形式的媒体 公开而广泛地向公众传递信息的宣传手段 1 Advertisingisawayofpassinginformation thepurposeistosellgoods services influencepublicopinion gainpoliticalsupport topromoteabusiness orcauseotherpublishedreaderswanttoreflect 2 Advertisingisintroducedtothepublicgoods servicecontentandculturalprograms suchasawayofpublicity 2 DifferencesbetweenChineseandwesternAdvertising ValuesNationalTrait 3 Values CollectivityvsIndividualRespectvsLoveAuthorityvsFreedomContributionvsEnjoyment 4 CollectivityvsIndividual Chinaisalargetraditionalagriculturalsocialpattern soitfocusesontheChineseculturalsystemcollectivism authoritative 有权威的 character Chinesepeoplehavestrongpatrioticfeelings 爱国主义情感 emphasizingnationalself esteem 民主自尊心 self belief Inwesterncountry itisnotdifficulttoseethatself expression independentspiritandvaluesofindividualsstrugglingtobefullyreflectedintheadvertising 5 Collectivity Individual 6 RespectvsLove Withtraditionalculturalinfluence Chineseadvertisementisrespect oriented ThisisbecauseinChina filialpiety 孝心 isavirtue Chinesepeopledeeplyfeeltheresponsibilityofthefamily Childrenhavetheobligationandresponsibilityofmaintenancefortheelderly Westerncountriesislove oriented 7 Respect Love 8 AuthorityvsFreedom Chinahasexperiencedalonghistoryinthefeudalsociety 封建社会 Asthemainstreamculture ConfucianismhasbeenwidelyinfluencingthelivesofChinesepeople Thus China sadvertisingisalwaysfullofauthoritysector 9 TheWesternadvertisersaremoreinclinedtocreateanimageforthebrand givingexpressiontothepeople sdesireforindividualityandfreedom 10 ContributionvsEnjoyment Chinaisalargeagriculturalsocialpattern theChineseputmuchstressoncollectivism authoritativecharacter submittingtonature TheadvertisementreflectedthecharacteristicsofChineseculture Asforthewesterners theyhaveatendencyofenjoyment Intheirview theworkisnodoubtimportant butentertainmentandrelaxationisthebestwaytoimproveefficiency 11 slogan Contribution HuaLimosquitokillermakestheworldnomosquitoes 默默无 蚊 的奉献 华力牌电蚊香 Enjoyment EnjoyabsoluteVodka enjoylife itdeservesyou Vodka 享受伏特加 享受生活 你值得拥有 伏特加 Justforthetasteofit CocaCola 12 13 DifferencesbetweenChineseandwesternAdvertising ValuesNationalTrait 14 NationaltraitTraditionalvsNewfangledImplicativevsOutrightConservativevsExtroverted 15 TraditionalvsNewfangled 今年过节不收礼收礼还收脑白金 Chinesepeoplelovejubilant 喜洋洋的 scenes lovetolistentoauspicious 吉利的 words Alotoftheadvertisinglanguagestartingfromthebasicmasspsychologyfullyreflectsharmoniousspareatmosphere 16 Westerncultureencouragespeopletodevelopinnovation 创新 self advocacy 自我倡导 andliberalism 自由主义 emphasizingindividuality personalvalues particularlyadvocatingindividual equality competitionandfrankvocal activeparticipationandself affirmationoftheexport orientedcharacter 17 CJFECanadianJournalistsforFreeExpression还新闻一个自由 18 ImplicativevsOutright Chinesepeopleexpressaffection friendshipandlovewithimplicit 含蓄的 personalityintheadvertisinglanguage Inwesterncountriestheexpressionofaffectionisveryexplicit 直率的 19 slogan Implicative I msohappywithyouinthisstarrynight 在这繁星闪烁的夜晚 跟你在一起非常快乐 Outright I llloveyouaslongasIlive 爱你一辈子 20 ConservativevsExtroverted Chineseandwesternculturehasdifferencesinorientationandunderstandingonsex Inchina theadvertisingregulationsspecificallyprohibitapictureoftemptationandseductionorsexualcontent Inwesterncountr