中西方食品广告文化差异.docx

毕业设计（论文）题目：Analysis on Cultural differences between Chinese and western food advertisements学院 文法 专业 英语学 号：1231062学生姓名：王杰指导教师： 郭颖婷 2016年 4 月无锡太湖学院本科毕业设计（论文）诚 信 承 诺 书本人郑重声明：所呈交的毕业设计（论文）Analysis on Cultural differences between Chinese and western food advertisements是本人在导师的指导下独立进行研究所取得的成果，其内容除了在毕业设计（论文）中特别加以标注引用、表示致谢的内容外，本毕业设计（论文）不包含任何其他个人、集体已发表或撰写的成果作品。班 级：英语122学 号：1231062作者姓名：王杰2016 年 4 月 19 日Analysis on Cultural differences between Chinese and western food advertisementsAbstractIn this paper, in the perspective of cross-cultural communication, on the basis of the system of cultural values of different cultures in the context of contemporary British food advertising is analyzed, as a result, the choice is more broadly representative of food advertising. At the same time, trying to explore the similarities and differences between Chinese and western culture, from advertising language for development under the background of economic globalization and cross-cultural communication. key words food advertising; Cultural values; Cross-cultural communicationContentsChapter 1 IntroductionChapter 2 Literature Review2.1 Studies on Advertisement2.2 Studies on Cultural Values2.3 The Previous Cross-Cultural Studies on AdvertisementsChapter 3 Main differences between Chinese and western food advertisements3.1 Differences expressions between Chinese and western food advertisements3.2 Different ideas between Chinese and western advertisements3.3 Different focus between Chinese and western food advertisementsChapter 4 the reasons of the differences between Chinese and Western food advertisements 4.1 Different environment4.1.1 Different regional environment 4.1.2 Different cultural environment 4.2. Different cultural psychology 4.2.1 Psychological reaction of Chinese consumers 4.2.2 Psychological reaction of western consumers 4.3 Economic factorsChapter 5 Conclusion 5.1 The Main Findings and Implications of the Thesis5.2 The Limitations and Suggestions for Further StudyReferencesAcknowledgementsIntroduction:With the development of the global economy, advertisement has become a more and more important part in todays life, not only provide comprehensive information, but also improve the quality of modern life. AS a mean of communication, advertisement and culture are closely linked. The advertisement of a country basically reflects the cultural level and concept of value of the people of the country. Therefore, there are many differences between Chinese and Western advertisements. Food is the first necessity of the people, There is a huge difference between Chinese and Western culture, the difference in diet was the most obvious, most fundamental. Reference to previous research results, this paper will start with the food culture, use text contrast and data analysis methods focus on the differences between Chinese and western food advertisement and analyze the reasons for the differences. Through the research, i hope we can understand the guiding ideology of Chinese and Western advertisement, the expression of the content and the form of expression, so as to deal with the competitive pressure brought by economic globalization and the deep cross-cultural communication.Literature Review：In todays society, the dominant commodity consumption is the culture, the different cultural factors on the consumer to make the purchase decision will have a huge potential impact. Commodity advertisement language more to culture as the breakthrough point to impress consumers. Under the background of economic globalization, how to make reasonable use of the cultural function to make attractive advertisement has become the primary consideration of all advertisers.Studies on AdvertisementThere are many kinds of the definition and classification of advertisement in modern science. In general, advertisement production is regarded as a kind of comprehensive art. It set social psychology, marketing, aesthetics, linguistics, sound photoelectric equipment utilization as a whole, the use of marketing theory, making vivid, the tastes of the words and pictures, raised concerns in the twinkling of an eye, stimulate the audiences desire to buy, and ultimately contributed to the purchase behavior. The advertisement for the more general definition comes from the American advertisement expert William Arens, he will be advertisement is defined as follows: advertisement is the non-personnel can be identified sponsors through various media related products, services and ideas, paid, organized, comprehensive, persuasive information dissemination activities. The definition of advertisement and the means of advertisement have revealed to us the secret of advertisement, which is to use effective, to attract consumers means to sell. In many advertisements, the language, that is, advertisement language is in the main position.Studies on Cultural ValuesCulture is a very broad concept, strict and precise definition to it is a very difficult thing. The generalized culture, focusing on humans and animals in general, the essential difference between human society and nature, focusing on human Zhuoli in natures unique way of life, and its coverage is widely, so it is also called culture. With the development of science and technology, human understanding methods and viewpoints of the world are undergoing fundamental change. On the definition of culture also becomes more and more open and reasonable. The narrow sense refers to social ideology and the system and organization. The words, this is records, expression and review, is analysis, understanding and tolerance. There is a certain cultural characteristics, history, content and story. Many philosophers, sociologists, anthropologists, historians and linguists have been working hard, trying to define the concept of culture from the perspective of their respective disciplines. However, so far still not recognized as a satisfactory definition. Generally speaking, culture is a social phenomenon, it is the product of the long form creation, is also a historical phenomenon, it is the accumulation of social history. Exactly speaking, culture is condensation in matter and free from outside the material, can be passed the country or a nations history, geography, customs, traditions and customs, way of life, literature and art, normative behavior, ways of thinking, values, and so on, it is generally recognized human communication between a heritage of ideology.The Previous Cross-Cultural Studies on AdvertisementsBecause of the commercial advertisement language from different cultural environment, the object also in the same or different cultural environment to live and grow, its ideology must be the influence of the different cultural environment, and this influence is subtle, deep-rooted. Therefore, for the study of advertisement, the scholars to same and different two . The same theory that the integration of the world economy, the globalization of media communication, so that all people have common needs, desires, taste and feel the same, so the product can sell to all over the world. The difference is put forward, the power of culture is not to be ignored, life, human interaction is inevitably influenced by the cultural influence. Advertisement content itself is a reflection of culture, between different ethnic groups, different history, tradition, customs, politics, economy, religion and religious, and between the personality differences, will enable produced advertisement each are not identical.Main differences between Chinese and western food advertisements:Chinese and Western culture has a very significant difference, which is particularly significant in the food advertising, there was a word, same McDonalds, different culture. McDonalds in different countries have different menus, in France with champagne in the UK with whiskey, beer in Germany, in Singapore and Malaysia have fruit milkshake, in China, is equipped with tea. As the same there are many differences between Chinese and Western food advertisement, among which there are three points of difference, expression, focus and ideal are the most obvious. Below, I will give five different examples of advertisement, to elaborate on the differences between Chinese and Western food advertisementDifferences expressions between Chinese and western food advertisementsWe first observe the difference in the expression of the Chinese and Western coffee advertisements. Because of cultural differences in the expression of the title, western advertising is more intuitive and bold, the domestic is more implicative, but in the advertising in the west will not taboo, even can often see suggested elements deemed unsuitable for children may not be used in advertising The Chinese example of Maxwell: good things to share (friendship) / Blue Mountain with good friends: a moment of passion, grade of the Millennium (love) / Starbucks coffee warm hand, friends warm heart (friendship) Western example: Maxwell: tastes as good as it smells (taste) / Maxwell: to the last drop (taste) / Nestle: the taste is great (taste) first, similarities in the advertisement is: words refining. The biggest difference is: the key is different. Chinese advertisement is a common emphasis on the situation, that is, friendship, affection, love. Western ads highlight the common point is the taste, the three have used the Good Great to emphasize the superiority of its products. Second, the English and Chinese ads are very different from the English and Chinese advertisement. Chinese advertisement is a good thing to share with the good friends, only a word good to explain its taste, but will focus on the good friends and share together. In its English advertisement, the focus of the performance of the product is the quality of taste. Maxwell House Coffee advertisement language captures the Chinese reciprocity, the heavy sentiment heavy righteousness of psychology, which is the difference between in English advertisements. At the same time, it is found that the Chinese advertisement is more emphasis on the promotion of family concept, while the west is more focus on promoting self. Therefore, the difference between Chinese and Western coffee advertisement can be summed up as the individual standard of Chinese advertisement and the western advertisement.Ads in the west facing the social environment is different, pre-conditions are different, in the different environment and Western advertisement culture a more obvious differences, openness is, to drink advertisement as an example of analysis process: China advertisement law clearly defined, in advertisement cannot appear implied by the content, and the West in this is not specified. Wahaha beverage with children and Li Xiaolu to express their demands, Jianlibao with Jet Li and Liu Guoliang endorsement, Wong Lo Kat with Chen Daoming endorsement; Western examples for girls only about sex message is converted into a man about sex can be seen in the advertisement law expressly, the Chinese beverage advertisement mostly choose pure and lovely children, healthy image of the athlete and actor as the protagonist, and strive to create the good public image. Overall, the content of Chinas beverage advertisement is purely positive, healthy and upward; while the Western ads are not subject to this limit. On advertisement no matter from the advertisement language of choice (only want sex) or advertisement content interpretation (its man who only about sex), although there are suggestive, but beyond that, fun. In addition, in most Western advertisement. By using sex as an advertisement stunt is not uncommon (for example Frau Rick perfume advertisement language: a drop is to the United States, two drops to lover, three drops enough to incur an affair). Therefore, this difference can be attributed to the relative openness of Chinese advertisement and Western advertisement.Different ideas between Chinese and western advertisementsThen from the Western carbonated drinks selected two representative TV advertisement content contrasts. The Chinese example: old house seven advertisements. Content abstract: In relaxed and pleasant background music, two young people in the busy square at first sight each other to be inappropriate. Subsequently, both men and women find each other very love to drink seven drinks. At a family reunion, suisui Rimmon in the Lunar New Years Eve, the man carrying a box of HEDY drinks to the womans home, for the festive holiday atmosphere add more joy. The advertisement picture with a happy ending. With all the warmth of the music of joy. Western Pepsi example: I am not your fans advertisement. Content abstract: advertisement to the tense atmosphere in the green field opening, breathless Beckham looked tired the next rest, encounter a hopeful young fans in the lounge. Small fans holding a jar of Pepsi. Beckham asked the little boy can give him drink a beverage, the little boy promised. Drink after David Beckham will leave, the boy suddenly asked: you can give me your shirt? David Beckham a knowing smile takes off his shirt to him. The little boy with the Jersey along the Beckham drink the Pepsi place to wipe, Jersey back to Beckham and turned away. Beckham was surprised, but when he saw the little boy shirt Juventus pattern, see light suddenly. The picture in the I am not your fans, but your rival fans end. No music course. From the TV content can be seen, Chinese advertisement in a happy and warm tone, simple plot and warmth. Western advertisement is the use of advertisement to create suspense plot, and then opened the suspense at the last moment, the form of new and unique content. From 20 China carbonated beverage advertisement found that Chinese people love scenes and Geely. Therefore, advertisements are full of lucky and happy, enjoyable atmosphere, even product names are also very lucky but also in 20 Western advertisement found, Western advertisement creatively, emphasis on reveal their own unique. Therefore, in the West in the carbonated beverage advertisement different can be summarized for advertisement to the Chinese traditional and Western advertisement BiaoXin innovation.Application of advertisement in the west, the female image is a major focus, Chinese Dove chocolate with elegant temperament of the three girls prominent milk fragrant, silky feeling, while western Japp chocolate TV series a gigolo (please Nv Jiabin) to as contrast. In many advertisements in China, womens image is still in the traditional state. This state is directly reflected in todays commercial television advertisement in China, most of the use of womens excellent features and elegant temperament to convey the effectiveness of advertisement products. In the Chinese Dove chocolates third largest advertisement, in order to interpret the fragrant and delicious and silky feeling , three advertisements are enabled extraordinary temperament woman as an interpreter (traditional). By the look to express the beauty of this silky smooth chocolate (functional, non-sexual attraction). And in the two major foreign Japp chocolate ads, enabled man as the protagonist (equality of the sexes type), through their fondle admiringly of chocolate to express the product of delicious (function). The gigolo image even with some of the male derogatory (Feng Chengnv Jia Bin). Therefore, the biggest difference between China and the West lies in the understanding of the role of women. Chinese manufacturers tend to choose a superior temperament, gentle and beautiful women to interpret their specific product efficacy (such as silky feeling, water tender). And because of the popularity of feminism in foreign countries, foreign similar advertisement in the choice of leading men and women is not so obvious, gender differences between men and women is smaller.Different focus between Chinese and western food advertisementsDomestic advertising pay attention to the message the function of the goods and reason, Chinese food advertising the current mainstream is a kind of practical, pay attention to the value of the product itself. Western advertising, pay attention to emotional appeal, his people as center, to use the goods tend to have a certain plot, attaches great importance to the perceptual, attach importance to the added value of productsConcept of propaganda, in their respective Western demands also show different tendencies, with mineral water, drinking water product advertisement as an example, analysis are as follows: by hand sorting data and sampling of 100 for each group in western mineral water commercial samples of the content of the keywords, of western mineral water ad (the 100) statistical results: according to the statistical results and text can be seen, Chinese advertisement publicity of the concept of Health (78 times), pure (69 times), natural (58 times), most ads fixed pattern for on the body good, healthy plus. And Western advertisement propaganda concept is you and I (the first and second person, 51 times), can and do (action words, 33 times), sth (other 56 times). Thus, Western advertisement in various forms, chock full of ideas to promote own distinctive. Differences in the induction to the cultural level, namely in traditional Chinese culture, advocating nature, the pursuit of the concept of harmony (monism) and the Western emphasis on self, pay attention to things change of consciousness (the difference between pluralism)Domestic food some inhibition, put does not open, the overall impression that gives a person is too dignified. Most of C