透过广告创意看中西文化差异.doc

An Analysis of Cultural Differences between China and Western Countries from the Perspective ofAdvertising Creativity温州医学院本科毕业论文( 2010届 )论文题目 An Analysis of Cultural Differences between （英文） China and Western Countries from the Perspective of Advertising Creativity 论文题目 透过广告创意看中西文化差异（中文） 专业学院 仁济学院英语学号班级2006（02）班 0606041039作者姓名指导老师 李蒙蒙 王丹完稿时间 2010-04-27成绩 目 录Abstractiv摘要ivOutlinev提纲vi1. Introduction12. Culture and advertising creativity12.1 The definition of culture12.2 The connotation of advertising creativity22.3 The origin of advertising creativity22.4 The relation between culture and advertising creativity33. The features of advertising creativity in China and western countries43.1 The features of Chinese advertising creativity43.2 The features of western countries advertising creativity43.3 The common features of Chinese and western advertising creativity44. The cultural differences between China and western countries in advertising creativity44.1 Different cultural value44.1.1Collectivism and Individualism54.1.2 Attitudes toward authority64.1.3 Family Conception74.2 Different ways of thinking74.3 Different customs94.4 Different Philosophyconcept105. The trend of advertising creativity116. Conclusion12Work Cited13An Analysis of Cultural Differences between China and Western Countries from the Perspective of Advertising Creativity LI MengmengAbstract: As an important component part of life, advertisement reflects the unique culture in a given country. This paper aims to analyze the different culture between China and western countries from the perspective of advertising creativity by comparing advertising cases, showing both their different features and common features. Through further study, the different cultural factors, including values, philosophy, customs and ways of thinking etc, will be revealed so as to realize the integration of nationalizing and globalization of Chinese and western advertising creativity and to further promote international communication. Key words: advertising creativity; Chinese and western culture; cultural difference 透过广告创意看中西文化差异李蒙蒙摘要：广告作为生活的重要组成部分，能够影射出一个国家独特的文化。该论文旨在从广告创意的角度，通过对广告案例进行比较，分析中西广告文化的不同之处, 同时指出他们广告创意的异性和共性。通过进一步的研究，揭示其不同的价值观、哲学观念、思维方式和文化习俗等文化因素，以实现中西广告创意民族化和全球化的融合，进一步促进国际交流。关键词：广告创意；中西文化；文化差异An Analysis of Cultural Differences between China and Western Countries from the Perspective of Advertising CreativityOutline1. Introduction2. Culture and advertising creativity2.1 The definition of culture2.2 The connotation of advertising creativity2.3 The origin of advertising creativity2.4 The relationship between advertising creativity and culture3. The features of Chinese and western advertising creativity 3.1 The features of Chinese advertising creativity 3.2 The features of western advertising creativity3.3 The common features of Chinese and western advertising creativity4. Cultural differences between China and western countries in advertising creativity4.1 Different cultural values 4.1.1 Collectivism and Individualism4.1.2 Attitudes toward authority4.1.3 Family conception4.2 Different ways of thinking4.3 Different customs4.4 Different philosophy concept5. The trend of advertising creativity6. Conclusion 透过广告创意看中西文化差异提纲1. 引言2. 文化和广告创意 2.1 文化的定义2.2 广告创意的涵义和内涵2.3 广告创意的产生2.4 广告创意与文化的关系3. 中西广告创意的特点 3.1 中国广告创意的特点 3.2 西方广告创意的特点 3.3 中西广告创意的共性4. 中西文化差异在广告创意中的体现 4.1 价值观念差异 4.1.1 集体主义和个人主义 4.1.2 对权威的态度 4.1.3 家庭观念 4.2思维方式差异 4.3 哲学观念差异4.4 文化习俗差异5. 广告创意的趋势6. 结语13An Analysis of Cultural Differences between China and Western Countries from the Perspective of Advertising Creativity RS 2006（02）（English） LI Mengmeng Tutor: Professor WANG Dan1. Introduction As a product of the economy development, advertising is flooding around the whole world at an unprecedented speed and becomes an essential part of our lives. People nowadays are exposed to thousands of advertisements on TV or on the Internet. Advertisement, actually, is a kind of culture which exerts extensive and far-reaching influence on advertising creativity. However, culture varies from region to region, area to area, nation to nation, because people who live under different background speak different languages, have different religion, form different customs, shape different ways of thinking and inherit different traditions. Thus, advertisement, as the first stepping stone to successfully march into the international market, should cater to the taste of the general public, which demands that advertising creativity should adjust to the cultural background of the target market so as to achieve a sound accomplishment. At the beginning of the millennium, Chinese culture is speeding up to communicate and melt with the foreign culture. And with the commercialization and internationalization, the importance of advertising is becoming increasingly recognized by more and more businessmen who are eager to expansively and energetically explore potential market worldwide. Thus, it is highly important that admen should excavate and explore western cultural background around the target consumers. By means of comparing the features of advertising creativity both in China and western countries, this paper aims to analyze how different cultural values, different ways of thinking, different philosophy and different customs affect advertising creativity, as well as to reveal its trend so as to realize the integration of nationalization and globalization in advertising creativity and further promote international communication. 2. Culture and advertising creativity 2.1 The definition of culture A great many well-known scholars have provided distinct definitions for culture despite it is really a broad and extensive concept, very hard to define. In the book Language, Sapir defines culture as what a society does and thinks (135). And H. Douglas Brown defines it as a collection of beliefs, habits, living patterns which are held more or less in common by people who occupy particular geographic areas (69). These two definitions have some thing in common though none of them can give us a perfect definition of culture: culture is the product of history, the soul of a nation, the radical characteristic which distinguishes a nation from another. That is , culture is created and developed in the process of historical evolution by the human community where people share common language, common economic life as well as common psychology (邓杰 and 蔡之国 85). But there exist considerable differences among the national culture and the national psychology the culture brings about, thus it is highly important that admen should excavate and dig the cultural background around the target consumers and markets. 2.2 The connotation of advertising creativity To be specific, advertising creativity is a process in which elaborate design and plan creatively combines all information of a product with the manner of art and keeps the information in accordance with the advertising topic. In short, advertising creativity is a process to present the conception of advertising topics creatively. Creativity is not only the soul of advertisements, which can convert an unknown brand into a well-known one, but also the life of advertisements which can rejuvenate an old go-downhill brand by digging its added value which was not noticed before (蔡之国 133). A remarkable advertising creativity can convey the marketing concept ingeniously as well as deliver the commodity information accurately so as to guide the consumption decision objectively. 2.3 The origin of advertising creativity The origin of advertising creativity should be traced back to the advent and application of trademark which is one of the most outstanding marks of the modern advertising. It is in the early period of the development of modern advertising that the advertising creativity sprouted. Before 1980s, lacking trademarks awareness, the manufacturers did not set a high value on the goods package, as a result of which most goods were not variously termed and were carried to the market in a large size. The first successful example which creatively applied trademarks to endow the product with unique character was the well-known product Quacker oatmeal. At the beginning, Quacker oatmeal were wrongly thought to be a kind of food only served for patients. The application of trademark advertisement, however, not only converted the original concept but also made the oatmeal access to a lager amount of consumers. Though the advertising creativity then was demonstrated in a plain and prosaic way, it was considered as the beginning of advertising creativity since the modern advertising has been developing with trademarks awareness. 2.4 The relation between culture and advertising creativity As a component part of social culture, advertisement itself is a kind of culture which exerts extensive and far-reaching influence on our life, values, thoughts, beliefs, habits and behaviors. Competitive advertisement is the product of successful advertising creativity, thus there is no doubt that creativity becomes the soul of advertising design and strategy of modern advertisement. On one hand, as a carrier of culture, advertising creativity, the soul of advertisement, is affected and restricted by culture. Advertisement is not fabricated but keep close connection with the social and cultural background including nation, language, and traditional culture and so on (杨鹏 114). On the other hand, advertising creativity reflects the features of culture. In a word, advertising creativity expresses cultural reality. Admen, thus, relate the social phenomenon to culture which is applied, rearranged, combined and embroidered in advertisements, reflecting peoples value and world outlook. Nowadays, its easy to find different cultural features embodied in the advertising creativity which varies in different countries, nationalities and times. The ultimate goal of advertisement is persuading customers into purchasing goods, thus, its imperative that advertising creativity should attain identity from the customers whose capacity to accept advertisement vary dramatically in different cultural phenomenon. Firstly, Advertising creativity should base on the social and cultural background under which the advertising receivers live. Secondly, advertising creativity should respect and reflect national culture. Everyone inevitably lives in a certain cultural phenomenon where his way of behavior, thinking, emotions, and even sub-consciousness are deeply marked with culture. Thirdly, only the successful advertising creativity which is peculiar and original as well as contains easily understandable information, especially the cultural information can stimulates the interest of the customers to effectively receive the advertising content, furthermore can achieve a lasting disseminating effect. To sum up, on the one hand, advertising creativity, as an integral part of human being, permeates its way of viewing a given nation or the world, both expresses and embodies culture. On the other hand, advertising creativity, as a product of culture, helps perpetuate the culture. Therefore, only by the means of respecting the local social culture and conforming to the local custom can we shape advertising creativity with cultural connotation, which inspires and prolongs the commoditys vitality.3. The features of advertising creativity in China and western countries3.1 The features of Chinese advertising creativity The Chinese advertising creativity is characterized by its presentation which is performed in a didactic and direct way. Through a plain plot, the Chinese advertising creativity delivers the goods information of function and characteristics directly without the applications of imagination and humor. There is no denying that the Chinese advertising creativity is mutually imitated widely across the nation, as a result, it appears a trend of convergence though enormous breakthroughs and innovation have been made in some advertising creativity. 3.2 The features of western countries advertising creativity Compared with the Chinese advertising creativity, the most prominent feature of the western advertising creativity lies in its imagination and excavation of life material which make the advertisement not only rich in content but also deeply rooted in real life. On the whole, the western advertising creativity is wealthy in content other than aimless, peculiar other than odd. Warding off applying the issues substantially relevant to the goods, its creative skills are profoundly manifested in most western advertisements, suggesting a function of goods. In addition, to present the goods with vivid image, the western advertising creativity is full of plot and drama. The most significant point consists in its natural insertion of humor into the advertising plot, which sparkles the advertising creativity with amusement and wit so as to enable the consumers to effectively receive the advertising information in a phenomenon of relax and pleasure. 3.3 The common features of Chinese and western advertising creativity Though advertising creativity in different countries around the world boasts their own particular features, some common features remain among them without reference to nationality. For instance, the themes of fighting against injustice, opposing evil and human emotionkinship, friendship and love are widely borrowed in both Chinese and western advertising creativity. Thats why those advertisements which is based on 3B (Baby, Beast, Beauty) and KISS (Keep It Sweet and Simple) gain their popularity throughout the world (范小青 and 柯爽 27). Besides, the advertising creativity in both China and western countries will no doubt be produced by taking the demands of customers and their cultural background into consideration. 4. The cultural differences between China and western countries in advertising creativity 4.1 Different cultural value 4.1.1Collectivism and Individualism The most obvious cultural difference between China and western countries lies in the values which can be reflected and expressed in the culture. “In advertising, it is strongly believed that the most effective and competitive advertisements are those that best express and affirm core cultural values” (石成蓉 152). Influenced by the group-oriented culture, the Chinese people take the group, family, community, society, country as their core. That is to say, in order to pursue collective harmony, honor, common desire and accomplishment, Chinese people give top priority to collective interest and ignore individual interests when necessary. The following advertisement is a persuasive example to show this cultural value which is reflected in advertising creativity. Take it as an example, we Chinese must be familiar with the well-known slogan of HADI shampoo “大家好, 才是真的好”. From this successful advertising creativity, it can be inferred that the Chinese are inclined to follow the majority because of the deep influence of the group-oriented culture. Firmly holding the traditional concept that what is good for others is bound to be good for themselves, Chinese people tend to appreciate and accept this advertisement more easily. Produced with masterful combination of the traditional concept and the advertisement, this advertising creativity evokes the concept of collectivism in an attempt to attain its objective of goods promotion. However, this advertising creativity will not necessarily win favor from the westerners. In contrasts to Chinese people, the westerners take individualism as the core, emphasizing individual value, individual freedom, and individual character. In the western country, it can be universally found that individualism is regarded as a positive form of self-evaluation as well as the synonym for pioneering spirit. Thus, when choosing goods, the westerners are prone to take their own individual characters into consideration other than drift with the tide. It is beyond doubt that western advertising creativity prefers to highlight the personality, individualism, independence and privacy. For example, “Pregnant? Nothing to wear? We offer clothes that simply cant find anywhere else. Maternity clothes with style and individuality at very reasonable prices, plus a great range of kids wear and nursery goods! Blooming Marvelous (郭海鹰 75). (Maternity clothes ad)This advertising creativity centers on the “Maternity clothes with style and individuality”, which is in conformity with the concept of individualism. This advertising creativity sizes a significant point, namely the special personality of the buyer, because even pregnant women are eager to show their distinctively graceful bearing. 4.1.2 Attitudes toward authorityIn contrast to the westerners, Chinese have a stronger hierarchical notion because ofpower concentration under feudal monarch that had reigned for thousands of years andbecause of the long-term agricultural culture in a relatively closed territory. From the angle of advertising creativity, this attitude embodies mainly in authority worship (何光明 19) . In ancient China, people admired absolute right from bottom to top, which could be profoundly displayed in common peoples great fear and respect for their ruling class. Gradually, the concept of submissiveness towards higher