从原创广告分析中美文化差异毕业论文.doc

1 从原创广告分析中美文化差异毕业论文从原创广告分析中美文化差异毕业论文 Contents Abstract I Key Words I 摘要 关键词 Introduction 1 Brief Introduction of Advertising 2 A The Concept of Advertising 2 B The History of Advertising 3 C The Important Function of Advertising in Across Cultures 4 1 An Important Carrier in the Cultural Transmission 4 2 Adaptation to the Tendency of Economic Globalization 5 Analysis of Chinese and American Cultural Infiltration from Original Advertisement 6 A Influences of Chinese and American Languages on Advertising 6 1 Language Differences 6 2 Slogan 7 B Influences of Social Customs 8 C Individual Values of the Two Peoples 9 Ways to Harmonize and Develop the Advertising in Across Culture Transmission 11 A Cultural Innovation 11 B Overcoming Fixed Modes of Thinking 12 C Rational Consideration of the National Culture and Foreign Cultures 12 Conclusion 13 Acknowledgements 14 Bibliography 15 攀枝花学院本科毕业论文 Abstract I Abstract Advertising is the cultural phenomenon that includes social forms and it is a picture of social progress Advertising gives the audience visual appreciation so that it also influences people s way of thinking or controls their behavior Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations As a form of cultural transmission advertising brings important influence on cultural infiltration This thesis mainly focuses on the differences between Chinese and American culture from original advertisements There are three major differences Firstly Chinese and American languages are parts of these two kinds of cultures and they brings great influence on advertisement Secondly social customs of the two countries should not be underestimated Thirdly the individual values of the two peoples also affect the success of advertising They are called potential trap in advertising transmission across culture Then many ways will be discussed to harmonize and develop the advertising across cultural transmission Key Words Original advertisement culture transmission cultural differences 攀枝花学院本科毕业论文 摘要 摘摘 要要 广告是一种颇具社会形态的文化现象 是显示社会进步的通俗画卷 广告 以其独特的视觉冲击力 渗透广大民众的眼球 影响着人们的思维 甚至支配 着人们的行为 广告传播扩大了人类文明的成果 改变着民族间原本的文化构 架 作为一种文化传播的形式 广告在各国的文化渗透中产生重大影响 本文 主要讲述广告在当今社会的重大作用并透射出中美两国伴随广告这种跨文化传 播方式所体现的语言 价值取向 社会风俗等方面的差异 它们可以说是跨文 化广告传播中 潜在的陷阱 并且是在广告的信息交流中发挥重要作用的传播 因素 由此提出如何协调中美广告跨文化传播中的差异 使两国通过广告寻觅 文化之间的共同点 并架构起东西方文化连接的桥梁 关键词关键词 原创广告 文化传播 文化差异 攀枝花学院本科毕业论文 Introduction 1 Introduction In the trend of economic globalization cultural exchanges between countries are more frequent Advertising is an important carrier of cultural transmission It spreads not only in one nation but also out of the nation and it enters economic and cultural environment To the economy as one way of spreading information advertising would introduce the product s information link up the need and output guide the customers to purchase the products speed up the commercial circulation and improve the corporation s competitiveness in the market To the culture advertising is also a visual art it would construct the cultural style while spreading the economic information It is a comprehensive cultural action it is also related to individual values social customs of different countries which is especially true between China and America These two countries represent the cultural differences between the East and the West In China since the opening to the outside world advertising propaganda such as Coco Cola Nike McDonald BMW and many other stand for the American culture which infiltrates into Chinese culture But advertising transmission should consider different cultures of the two countries They are different social customs individual values and languages In a word there is an important sentence for advertising transmission across culture knowing what should do is as important as knowing what should not do 攀枝花学院本科毕业论文 Body 2 I Brief Introduction of Advertising Advertisement is the product of commercial economy and it has brought a large number of changes to our modern society A The Concept of Advertising The word of advertising comes from the Latin word advertere it means a way to attract attention or interest consumers and to influence their feelings toward the product service or cause Cui 1 But until now scholars in different countries have different explanations The American Advertising Association gave this definition Advertising is a kind of people s transmission which should pay the money the final purpose is to spread information and to transfer intended feeling to the consumers and then reap the profits Cui 1 In 1985 China called advertising a way to spread information the purposes are to promote the sale of goods and work force to influence people to get the support of government to promote a kind of undertaking or other responses According to George and Michael Belch advertising appeals refer to the basis or approach used in the advertisement to attract attention or interest consumers and to influence their feelings toward the product service or cause Mueller151 The advertising appeals employed should be consistent with the values and taste of the target audience Advertising is an information and activity which should pay the money Firstly as part of commercial activity advertising has the features of putting and producing Secondly as part of informational transmission advertising information must be perfect but all of these should be ensured by cost Thirdly the advertising companies should seek profits so that they can live and develop Advertising is a kind of information which should be treated with special act However advertising is different from pure art it is closely related to industry and society In different periods advertising has different ideas medias and tactics and so on all of these take shape special persuasion and effect Advertising is a part of selling market it is a selling activity that one business or person or organization pay money for publicizing one kind of special ideas Rothschild 8 Advertising can be classified into two types One is called narrow sense 攀枝花学院本科毕业论文 Body 3 advertising It only refers to commercial advertising which advertising persuading customers to buy products and make profits through advertising Another called broad sense advertising It refers to all kinds of advertising including commercial or non commercial advertising In a word the concepts of advertising mainly refer to face all customers and transmit information of products to them then guide them to buy these products B The History of Advertising Advertising is the product of commercial economy Advertising appeared with the beginning of producing and exchanging of goods The earliest advertising in the world is oral advertising which is called selling advertisement In servile society goods should be exchanged so that people displayed all the goods and shouted to attract customers Several millenaries ago every street was full of the sound of selling the slaves and livestock in Ancient Greece and Rome These were the most primitive forms of advertising In feudal society as the development of production label became another format of advertising Label is symbolistic type for example a mule drags the mill stands for a bake house in Ancient Rome In Medieval England a waving arm stands for the shop of goldsmith In China flag with a word of Alcohol stands for pub at that time The contrivance of printing initiated the epoch of advertising In Beijing Museum of History there is an advertising copper which is from Jinan which is the earliest printing advertisement in the world There are not only names and sentences but also a label of rabbit After the middle of Ming Dynasty many businessmen printed beautiful picture on the books in order to sell them After the printing technique spread into Europe the advertising also got into the new stage The first publisher printed many advertisements of seligion in 1473 of England Then these advertisements were inhibited every streets in London This is the earliest printing advertising After the Industrial Revolution advertising made a great progress Newspaper was an important part in the development of advertising In 1662 Weekly News published an advertising about one boll in England In1710 the Observer published advertising for selling of tea coffee chocolate book medicine and so on Until 1990c in the trend of economic globalization the cheap traffic and advanced electronic technology make advertising stronger and stronger 攀枝花学院本科毕业论文 Body 4 C The Important Function of Advertising in Across Cultures 1 An Important Carrier in the Cultural Transmission Culture is one thing that should accumulate during a long living time in one nation It roots in the national mind this is the scope of consciousness It is not very easy to change Different countries have different cultures they should communicate with each other Although they are many ways to exchange culture advertising is one of best way to do it Advertising is the cultural phenomenon that includes social forms and it is a picture of progressive society Advertising transmission is a kind of cultural transmission As Beity who was a famous person in American advertising said that if no one makes advertising who can create culture Advertising should not only transmit in native country but also in other countries It could transmit the most fashionable information at the same time it could also affect individual values social customs and ways of living It also transmits homeomorphism information such as Rock Culture Idolatry Culture and so on As the MTV of western countries transmits into China western culture begins to enter China such as Mickey Mouse created by Disney is very popular in China These all show Mickey Mouse that cultural transmission is an important part during world s cultural communication But globalization poses a challenge to every national culture On the international stage China becomes a little feeble In the international advertising judges there is no Chinese This shows that we should make every effort to change this phenomenon We should transmit more commercial information and publicize national culture such as the advertising of Kongfu shows make people miss homer Hongdou shows a poem of Hongdou Chinese national culture is an endless treasure Advertising is also a visual art it would construct the cultural style while spreading the economic information It is a comprehensive cultural actions it creates the cultural style builds cultural atmosphere and expresses cultural information on the basis of aesthetic fascination Specially with the contrivance of transmission s technology advertising makes great progress But the globalization advertising transmission also owns contradictory which mainly refers to cultural contradictory 攀枝花学院本科毕业论文 Body 5 and cultural disappearance In order to mitigate a contradiction there always are three styles of advertising across culture transmission They are cultural vicissitude cultural accommodation guide consumption and production promote foreign trade beautify the cityscape make people feel proud of socialistic economy and culture be instrumental to catching up and competing with more developed economies and be a valuable source of hard currency from foreign advertisers Mueller 299 The development of advertising is based on the development of national economy Advertising transmits information for the development of national economy depends on that the development of national economy can t leave advertising With the improvement of living conditions people need toyshop goods they also turn to advertising In modern time advertising not only spreads information and thoughts but also is results in consuming One of standard advertising people said advertising can change popular culture change our language can initiate one kind of business or retrieval a company even can change all over the word Although it exaggerates the 攀枝花学院本科毕业论文 Body 6 function of advertising advertising really owns the power to change the world We can prove this power from experience advertising is not insignificant business it is a business that influences contemporary culture limits the minds and the life of people As the development of economy new products are increasing the needs in market are changing the place of business is extending and people always need advertising to provide information of the products for themselves At the same time as the material requirement is raising and new means of consumption is emerging advertising transmission brings simulative function for the means of consumption It also brings active function for expanding sales and developing new products Nowadays advertising is a part of our daily life which can exist everywhere When we open mailboxes read newspapers and magazines listen to the radios watch TV programs walk on avenues and alleyways advertising must show themselves with many different styles and contents There are TV advertising outdoors advertising mail advertising and booth advertising The areas of advertising include real estates cars cosmetics drinking convenient noodles foods cleansers and so on In recent years international advertising has came into being with the development of market economy These bring active influence of commercial circulation so that competitions are more and more intense Advertising is an important way to build up the figure of one business the function of advertising is tacit Analysis of Chinese and American Cultural Infiltration from Original Advertisement Advertisement leads the world s fashions at the same time it is also a way to spread culture across countries A Influences of Chinese and American Languages on Advertising 1 Language Differences Language is the carrier of culture every word stands for one meaning When we speak mother language in our hometown which must be easy But in the trend of globalization every country should communicate with others so do China and America These two different languages are obstacles when the two countries are exchanging cultures In the advertising across culture transmission the function of 攀枝花学院本科毕业论文 Body 7 language is very obvious Although America has 50 states American language is very unified there is no dialect American people study standard American English very hard The unit of language brings the unit of culture The unit of culture means the unit of social values If one production will be generalized it just only shows National AD in ABC CBS NBC CNN and FOX This is also called unit of advertising It brings convenience for American business to set market at the same time unit advertising influences the whole America In China there are many dialects so that it is difficult to set a conception of national advertising We call the dialects advertising Local AD The number of TV station is 3125 in China This is the largest number in the world at this moment So the advertising effect is not very good from central TV station to regional TV station All of these are basis on the actuality of China The Chinese advertising language is high text it pays more attention to the audio model and notion They make a nice atmosphere so that audience has an intuition or favor about the productions They are particular about appreciation For example this kind of advertising content is that one family is drinking milk the language shows concern for the health nice future of your family members The American advertising language is objective refined such as this milk advertising First audiences watch milk milked into the barrel and listen to the sound Then lens move up and one s surprise it is not a cow but is a bottle of milk This can show that this brand of milk is very fresh The whole advertising is no language but the persuasion is very strong 2 Slogan Slogan is another type of language in advertising The functions of it is that it can help businesses set their images and transmit them to the customers For example Ford car has a slogan in advertising Have you driven a Ford lately McDonald s slogan is Good time Great taste McDonald s BMW s slogan is The Ultimate McDonald s slogan Driving Machine Coca Cola s slogan is Can t beat the feeling Pepsis s slogan is The choice of a new generation LG s slogan is Life s good Nike s slogan is Just do it IBM s slogan is No business too small no problem too big China telecom s slogan is Always with you Toyota s slogan is Poetry in motion dancing close to me Panasonic s slogan is Ideas for life Nippon s slogan is Working beautifully 攀枝花学院本科毕业论文 Body 8 everywhere But all of these slogans cannot keep it all the time They will be changed with the change of sales promotion So we say slogan is not a static type If copywriter can connect skill of language with sales promotion this slogan must be successful Thereof the language of advertising is not only an art but also a science B Influences of Social Customs Social customs are very difficult to change No matter what country or nation you are in there always exist many taboos We should respect the national customs which are formed during millenary Different customs bring great influence on advertising especially for the advertising across cultures If someone wants to make an advertising bear fruit he must learn and respect the local customs so that the advertising can do with a definite purpose to transmit information Respecting social customs means that the information of advertising cannot offend local taboo otherwise it may bring unnecessary troubles The advertising makers should make an advertising adapts to the social custom For example there is advertising about Saturn Car The content is that John was a photographer but he spent more money on the petrol than film This was a serious problem for him He wanted to economize some spending When he saw the Saturn he felt very comfortable the back of Saturn Car could be folded and the space was very large John wanted to bring some feed