跨文化视角下中美房地产广告对比研究

1、中文题目：跨文化视角下中美房地产广告对比研究英文题目：A Comparative Study of Real Estate Advertising Between Chinese and American From a Cross-cultural Perspective AbstractThe global economy continues to grow. The corresponding peoples life is also constantly improving, the requirements of clothing, food, shelter and transpor

2、tation are also gradually increasing. The real estate industry came into being. As a derivative of real estate, real estate advertising has also developed rapidly. Language is the carrier of culture. Therefore, real estate advertisement comprehensively reflect the cultural forms and values of specif

3、ic countries and groups to a certain extent.This paper chooses some real estate ads in China and the United States, through the comparison we can find that the real estate advertisements in China and the United States have many similarities in functions, such as similar information functions, social

4、 functions and economic functions, at the same time, there are also many differences between them. By comparing the differences and connections of these advertisements, we can analyze the deep cultural reasons behind the advertisements. And I hope that this paper has some reference value for the fut

5、ure cross-cultural and real estate advertising research to make a modest contribution.Key words: Real Estate Advertising; Differences; Cultural Communicationv摘 要全球经济持续增长,相应的人们的生活条件也在不断改善，对衣食住行的要求也在逐渐提高。房地产业应运而生。房地产广告作为房地产的衍生产品，也得到了迅速的发展。语言是文化的载体。因此，房地产广告在一定程度上全面反映了特定国家和群体的文化形态和价值观念。本文选择了一些中国和美国的房地产广

6、告，通过对比我们发现，中美房地产广告在功能方面有很多相似的地方，比如有相似的信息功能，社会功能以及经济功能，同时他们之间也存在很多差异。通过对比这些广告的区别和联系，从而分析广告背后深层的文化原因。并且笔者希望本文具有一些参考价值，为以后的跨文化交流及房地产广告方面的研究做出微薄的贡献。关键词：房地产广告；差异性；文化交流Contents Abstract摘 要1. Introduction1.1 Research Background1.2 Research Significance1.3 The Outline of the Thesis2. Literature Review2.1 St

7、udies of Advertisements32.2 Studies of Real Estate Advertisements33. Theoretical Framework43.1 Individualism and Communitarianism43.2 Halls High-context and Low-context43.3 Chinese“Family”Culture54. Similarities and Differences of Sino-American Real Estate Advertisement64.1 Similarities of Sino-Amer

8、ican Real Estate Advertisement64.1.1 Similarity of Information Function64.1.2 Similarity of Social Function74.1.3 Similarity of Economic Function84.2 Differences of Sino-American Real Estate Advertisement84.2.1 Individualism and Communitarianism84.2.2 High Context Culture and Low Context Culture94.2

9、.3 A Different Understanding of Family105. The Reason for The Sino-American Real Estate Advertising Differences5.1 Historical Reason125.2 Belief Reason136. Conclusion13AcknowledgementReferences1. IntroductionThis chapter is divided into four parts. The first part is the research background of this p

10、aper. The second part is the research significance, and the last part is the research structure.1.1 Research BackgroundThe global economy continues to grow. The corresponding peoples life is also constantly improving, the requirements of clothing, food, shelter and transportation are also gradually

11、increasing. Housing, as one of the basic needs of people, is particularly important. With the continuous improvement of peoples living conditions, peoples demand for housing is also increasing. Therefore, the real estate industry is springing up like bamboo shoots after a spring rain. Real estate ad

12、vertising is also becoming more and more important in the advertising industry.Real estate advertising is through the plane, video, slogan and other forms of housing information to consumers, so as to achieve publicity effect. However, because different countries have different histories, different

13、cultures and different beliefs, peoples way of life and values are very different. Therefore, real estate advertisements must be tailored to local conditions and analyzed concretely according to the different conditions of different countries. Therefore, it is necessary to study real estate advertis

14、ements in different cultural backgrounds. From a cross-cultural point of view, the study of the differences and relations between Chinese and American real estate advertisements can help us better understand the cultural differences between China and the United States, have a deeper understanding of

15、 multiculturalism, and contribute to better cultural exchanges in the future. 1.2 Research Significance. Real estate advertising language, is to use the shortest, the most vivid language, to maximize the attraction of customers to buy a house. It can make people realize the advantages of houses sold

16、 by real estate companies and impress customers in the shortest possible time. So as to attract customers for the company, greatly increase sales and create performance for the company. By understanding and mastering the living concepts of people in different countries, we can better standardize and

17、 guide the healthy development of housing, and provide some help for the development of the real estate industry.In the past research, some scholars have studied real estate advertisement from the angle of advertisement translation, some from the angle of rhetoric, some from the angle of linguistics

18、 or pragmatics, but few people study real estate advertising from a cross-cultural perspective. Therefore, this research has the vital significance regarding the real estate advertisement discussion.1.3 The Outline of the ThesisThis paper is divided into six parts. As an introduction, the first part

19、 mainly discusses the background significance of this study and the structure of the article. The second chapter is the literature review, which mainly summarizes the research situation of real estate advertising at home and abroad. The third chapter is the theoretical framework, which lays the theo

20、retical foundation of this paper. The fourth chapter is the main part of the article, which mainly compares the differences and similarities of real estate advertising between China and the United States. The fifth chapter mainly discusses the deep cultural reasons behind the advertising differences

21、, mainly historical factors and different beliefs. The last chapter is the conclusion of the article.2. Literature Review This chapter is mainly a summary of the current research on real estate advertising at home and abroad, in order to lay a good foundation for further research.2.1 Studies of Adve

22、rtisementsOn the study of advertising theory, the representative figures in the early 20th century are John Kennedy, Albert lasker and Claude Hopkins. They believe that advertising is printed on paper to sell , advertising is a diversified sales.” A salesman deals with one customer at a time, wherea

23、s an advertisement appeals to thousands of people. For marketing purposes, they say, the advertisement should provide a reasonable reason why the product is worth buying. That is to say, the advertising creator must be in order to sell the product for the purpose, from the products own characteristi

24、cs, looking for reasons to persuade consumers. The earliest advertising research abroad was in the 1960s .Geoffery N. Leech (1966) was the first person in advertising language, studied advertising language in linguistics, and published the first work on advertising language. Besides, in 1998, Willia

25、m F. Arens published Contemporary Advertising, which integrates the viewpoints of communication, marketing, economics and psychology, and makes a unique, comprehensive and thorough interpretation of the theory and practice of advertising. In 2003, domestic scholar zhang Peiji published a paper on th

26、e creation and translation of advertisements.2.2 Studies of Real Estate AdvertisementsScholars at home and abroad study real estate advertising from different angles, some from the perspective of advertising creativity, some from the perspective of economics, and some from the perspective of languag

27、e. The domestic research on real estate advertising started a little later. At present, the data that the author can find about the research on real estate advertising probably began in the early 1990s. However, with the popularity of the real estate market and the large-scale spread of advertising,

28、 a large number of literatures expressing opinions, opinions and suggestions on real estate and real estate advertising have emerged. In 2002, Gao Hang concluded that real estate advertising uses short sentences rather than long sentences to meet aesthetic needs. Fang Ying (2006) studied the changes

29、 of housing consumption in Guangzhou for more than 20 years by analyzing the reports of real estate advertisements in Guangzhou Daily for many years.3. Theoretical FrameworkThis chapter is divided into three sections. The First Section explains the concepts of individualism and Communitarianism, whi

30、le the second section focuses on Halls “high context and low context” theory, the last section is from the perspective of Chinese unique “Family” culture to explain.3.1 Individualism and CommunitarianismIndividualism is the flamboyant pursuit of individual autonomy, individual freedom, individual li

31、beration and individual maximization of their own interests. The theory asserts that the individual is the end in itself and that society is only a means to an end; all individuals are morally equal. Individualism is a typical feature of American culture. The Communitarianism emphasizes the ethical

32、principle of social community value on the basis of criticizing individualism. In terms of values, the Communitarianism stresses the principle that collective rights take precedence, almost at the expense of self-interest to protect the interests of the collective. The Communitarianism emphasizes th

33、e interaction of community participants, who come together for a common purpose and agree on the rules that govern the order of the community. China is a typical Communitarianism country, the Chinese often see themselves as part of a collective.3.2 Halls High-context and Low-context Hall put forward

34、 the concept of “high context and low context”, he divided culture into high context and low context forms. In the high-context cultural environment, people seldom convey information through specific and clear language, on the contrary, people are very sensitive to indirect implicit language, such a

35、s eyes, facial expressions, euphemistic and implicit language, and attach importance to indirect communication. strong ability to understand voiceover and implicit information. The low-context culture is on the contrary. In the low-context environment, the language can clearly express most of the co

36、ntent of the information, and it does not need to take into account the context and the background of the speaker, so it is relatively easy to understand. Therefore, we should make clear expressions in a low-context to avoid being misunderstood.In a low context culture, people tend to turn a blind e

37、ye to certain nonverbal communication behaviors, while in a high context culture, people tend to turn a blind eye to certain behaviors, the facial expressions, actions, communication speed, communication place, indescribable emotions, subtle gestures and other details of the surrounding environment

38、are all abundant information symbols, which give the sensitive communicator unlimited information and connotation.3.3 Chinese “Family” CultureFamily to the Chinese people has a special significance, from the family to the family, to the country, to the world, the Chinese people to family as a link,

39、settle down, build a society, manage the country, the world, passed down from generation to generation. The family is the cell of Chinese society The Chinese nations 5,000-year history and culture is broad and profound and has a long history. Family culture is the quintessence of Chinese civilizatio

40、n and the soul of the Chinese nation. It plays an extremely extensive and far-reaching role: cultivating family affection, stabilizing society, dealing with contradictions, and educating future generations. Family culture has made a great contribution to the inheritance of the Chinese nation from ge

41、neration to generation, and has had a far-reaching impactEach member of the family performs his or her own duties, takes care of each other, and plays an indispensable role in the family. Chinese peoples yearning for family culture is more reflected in the demand for housing. If there is a house, th

42、ere is a home. Owning a house somewhere means making a home in this place.4. Similarities and Differences of Sino-American Real Estate AdvertisementThis chapter will be divided into two parts. The first section mainly analyzes the similarities between Chinese and American Real Estate Advertising, th

43、e Second Section mainly discusses their differences.4.1Similarities of Sino-American Real Estate Advertisement Chinese and American real estate advertisements are similar in function, mainly including three functions, information function, social function and economic function.4.1.1 Similarity of In

44、formation FunctionAdvertisingisthelargest,fastest,mostextensivemediumofinformationtransmision,canstimulateandinduceconsumption,canquicklyletconsumersknowanewbrand,canalsoexpandproductawareness. and even cause a certain sense of trust. Advertising is a way to convey information, Chinese and American

45、Real Estate advertisements which have similar informational functions, can help consumers understand housing information, such as housing location, surrounding facilities, housing structure, and architectural style. It canalsohelpconsumersunderstandtherealestatebrand,salesandotherinformation. Many r

46、eal estate advertisements can popularize the countrys latest housing policies and loan regulations. Such as:Case 1“最中央最好房80两房, 97三房,抢购中看不上其他房就来金都华府中心傲视全城的建筑，左右环伺的配套，垄断城市一切资源！两大豪华会所，三大景观园林，五星物业服务。所向披靡，堪称豪华刚需住房典范，紧邻双语幼儿园，附属小学， 王牌教育，让你的孩子从小超越你！” Case 2“New construction! If you likeThe look of a traditi

47、onal older，elegant, Westmount home but dont want to ever renovate, this gorgeous 5bedroom and bathroom, 3 car garage, newly built detached home in” The above two cases have played a similar information function, the case one has been introduced to consumers housing size, surrounding facilities, prop

48、erty services and housing location, housing situation, case two mainly introduced the housing construction time, housing structure, etc.4.1.2 Similarity of Social Function No matter in which country, advertising has certain social function. At first, real estate advertising has the nature of service

49、. Both Chinese and American real estate advertisements convey information through publicity, so that consumers can get housing information and services. Everyone has different needs for a house, some people need the right price, some people need a comfortable environment, some people need a proper s

50、tructure. Real estate ads can provide a variety of housing information .At the same time, real estate advertising for developers, advertising can promote the advantages of housing, thereby increasing sales volume for developers to bring profits. Secondly, real estate advertising can have an impact o

51、n society, can affect peoples views on things and attitudes, to some extent, it has changed peoples way of life. 4.1.3 Similarity of Economic FunctionAdvertising also has an economic function. With the boom of the real estate industry, the real estate advertisement also occupies a very important pos

52、ition in the advertisement. Good creative advertising slogans can attract consumers attention and stimulate their desire to buy houses, thus stimulating consumption and driving economic growth. At the same time, advertising can help advertisers to save costs, so that the money will be used in other

53、areas of need, and stimulate economic growth. Real Estate Advertising can promote healthy competition in the real estate industry and stimulate the overall consumption of society, and promote the economic development of China and the United States.4.2 Differences of Sino-American Real Estate Adverti

54、sementBecause of the different historical and cultural background, there are many differences in real estate advertising between China and the United States. This chapter mainly analyzes the differences between individualism and communitarianism, high and low context and different understanding of t

55、he “Family” culture.4.2.1 Individualism and CommunitarianismDue to the traditional culture of the Chinese nation, the Chinese people attach importance to Communitarianism, social relations and their own position in society. ManyChineserealestateadswillshowrealestateprojectarea,becausetheresidentiala

56、reaislarge,asmallareacanaccommodatemanyhouseholds. Chinese people are very concerned about social status, and center is the expression of higher social status, so living in the city center or the center of an urban area is a symbol of peoples status and status. Many real estate advertisements emphas

57、ize the central location of a house in a city, or use words like “尊贵”, “核心”, such as: Case 1“巅峰巨作 实景见证-前期完美呈现、20000地下停车场、1000名业主见证;恒久品质 久远传承-经典三段式立面、60m超宽楼距，8.4超大阳台;醉美园林 诗意栖居-1000 米环岛水系，多层次绿化，尊享悠然公园生活。旷世臻品 典藏100席-城市中心最具升值潜力区域,仅余100尊席！ ”From this example, we can see that real estate advertisers tend

58、to use words like “城市中心” ,“尊享” ,“巅峰”, “臻品”to show the high quality of real estate. And From“1000名业主”, “1000米环岛水系” and other figures can be seen Chinese sense of community.Americans, by contrast, are individualists. They associate the individual, the pursuit of fun, the pursuit of happiness, and the enjoyment of life. They advocate freedom, independence, and privacy. This pursuit is well represented in Ameri