跨文化视角下中美商务广告文本诉求差异分析

摘要在经济全球化迅速发展的当下，跨文化传播成为国际商务活动的重点所在，中美两国商业广告传播呈现出不同的诉求方式，经市场调查可知这些差异对品牌传播效果影响颇大，聚焦中美的商务广告文本，深入剖析其诉求方式的差异，借助梳理过往文献以及分析国内外相关研究现状，从文化价值、情感表达、语言呈现和视觉符号四个关键维度的差异出发，指出两国在家庭集体主义与个人主义倾向、权力距离认知、性别文化特征，以及情感内敛与外露、隐喻暗示和直接表达等方面存在明显差异。基于此，提出文化价值观多元融合、情感诉求跨文化共鸣、语言表达灵活运用以及视觉呈现适应性的优化策略，以部分通讯产品品牌、化妆品品牌等广告文本为例，分析经验教训，为企业跨文化广告实践提供参考。关键词：跨文化；中美商务广告；文化差异；广告诉求差异AbstractIntherapiddevelopmentofeconomicglobalization,cross-culturalcommunicationhasbecomethefocusofinternationalbusinessactivities,andcommercialadvertisingcommunicationbetweenChinaandtheUnitedStatespresentsdifferentwaysofappeal,andmarketresearchshowsthatthesedifferenceshaveagreatimpactonthebrandcommunicationeffect.FocusingonChineseandAmericancommercialadvertisingtexts,weanalyzethedifferencesinthewaysofappeal,andwiththehelpofcombingthroughthepastliteratureandanalyzingtherelevantresearchstatusathomeandabroad,westartfromtheculturalvalue,Startingfromthedifferencesinfourkeydimensions:culturalvalues,emotionalexpression,linguisticpresentationandvisualsymbols,itispointedoutthatthereareobviousdifferencesbetweenthetwocountriesintermsofthetendencyoffamilycollectivismandindividualism,theperceptionofpowerdistance,theculturalcharacteristicsofgender,aswellasemotionalintrospectionandoutspokenness,metaphoricalallusionanddirectexpression.Basedonthis,theoptimizationstrategiesofdiversifiedintegrationofculturalvalues,cross-culturalresonanceofemotionalappeal,flexibleuseoflanguageexpressionandadaptabilityofvisualpresentationareproposed,andthelessonslearnedareanalyzedbytakingtheadvertisementtextsofsometelecommunicationproductbrandsandcosmeticbrandsasexamples,soastoprovidereferencesforthepracticeofcross-culturaladvertisementsofenterprises.Keywords：Cross-culture;Sino-Americanbusinessadvertisements;culturaldifference；DifferencesinadvertisingappealsContentsTOC\o"1-3"\h\u1Introduction Introduction1.1BackgroundofthetopicNowtheglobaleconomyisbecomingmoreandmoreinterconnected,anddigitaltechnologyisalsodevelopingrapidly,whichmakesbusinessexchangesbetweendifferentcountriesmoreandmoreclose.Advertisingplaysakeyroleincross-culturalcommunicationasanimportantwayofconveyinginformationinbusinessactivities.ChinaandtheUnitedStates,astheworld’stwolargesteconomies,thescaleoftradeexchangesbetweenthemisstillgrowing.Inthefaceofincreasinglyfierceinternationalmarketcompetition,companiesmustbetterfindtheirtargetcustomersthroughadvertising,soastogainafootholdinthemarket.Forexample,ChineseadvertisingisinfluencedbyConfucianculture,whichusuallyhighlightsthemessuchasfamilyharmonyandtheoverallinterestsofsociety,whileadvertisingintheUnitedStatesfocusesmoreonexpressingindividualsuccessandfreechoice,whichreflectstheinfluenceofindividualculture.Thesedistinctionssuggestthatwhenadvertisingindifferentcountries’markets,differentwaysofattractingconsumers’attentionandinfluencingtheirpurchasingdecisions.Againstthisbackdrop,athoroughanalysisofthedifferencesinadvertisingappealstrategiesbetweenChineseandAmericanbusinessadvertisements,alongwithtargetedoptimizationapproaches,holdssignificantvalueforcompaniesdevelopingeffectiveadvertisingstrategiesfromacross-culturalperspective.1.2Significanceofthetopic1.2.1TheoreticalsignificancePartialtheoreticaladditionsaremadetoaddresscross-culturaladvertisingcommunication.ItmainlycomparesthedifferencesinpersuasivestrategiesbetweenChineseandAmericancommercialadvertisements,andfocusesonhowdifferentculturalbackgroundswillaffectthelanguageexpression,picturedesignandemotiontransmissionofadvertisements.Throughthediscoveryofsomenewthings,itprovidesnewthinkingdirectionsforcross-culturalcommunicationresearchandmakesthetheoreticalstudyofadvertisingandculturemorecomprehensive.1.2.2PracticalsignificanceInpractice,thisstudyprovidesoperationalstrategicguidanceforenterprisestoadvertiseintheChineseandAmericanmarkets.Enterprisescanaccuratelyadjusttheiradvertisingcontentandappealbasedonculturaldifferencesbetweenthetwocountries,enhancethepersuasivenessandattractivenessoftheiradvertisements,andthusstrengthentheirbrand’scompetitivenessintheinternationalmarket.WhenChinesecompaniesentertheUSmarket,theycanlearnfromthedirectappealapproachofAmericanadvertisingandhighlightthevalueoftheirproductstoindividuals;AmericancompaniesintheChinesemarketcanconsiderincorporatingmoreelementsthatreflectcollectiveinterestsandharmoniousrelationships.2ResearchstatusathomeandabroadWiththecontinuousprogressanddevelopmentofthesocialeconomy,cross-culturaladvertisingresearchhasgraduallybecomeahottopicintheacademiccommunity.Asthetwolargesteconomiesintheworld,ChinaandtheUnitedStateshaveparticularlyobviousdifferencesinthedemandsofbusinessadvertisingtexts.Thischapterstartsfromthecurrentresearchstatusathomeandabroad,sortsoutrelevantliterature,andfocusesonanalyzingtheresearchresultsofscholarsathomeandabroadoncross-culturaladvertisingdemands.2.1CurrentResearchStatusinChinaDomesticscholarshavemademanycontributionsincross-culturaladvertisingresearch.Thissectionsummarizestheresearchconductedbyscholarsonculturalvalues,emotionalexpression,languagepresentation,andvisualsymbolsinthedifferencesintheappealmethodsofcommercialadvertisingtextsbetweenChinaandtheUnitedStates.InthisresearchoncosmeticsadvertisingbetweenChinaandtheUnitedStates,KanYanpointedoutthatChineseadvertisingtendstoemphasizenaturalbeautyandcollectivism,whileAmericanadvertisingtendstobepersonalizedandindividualistic.Chinesecosmeticsadvertisingusuallyincorporatestraditionalculturalelementsandhasthedemandfor“naturalbeauty”,highlightingtheuseofnaturalingredientstopresentthebeautyofnaturalskin,reflectingChineseculture’srespectfornaturalharmony;AndAmericancosmeticsadvertisinghighlightspersonalizedexpressionthrough“definingyouruniquebeauty”(33).Drawonthisresearchideatodeeplyexploreculturalconnotationsthroughanalyzingadvertisingslogans,vocabularyrhetoric,andotherperspectives.LiuChunyu,inthestudyofChineseandAmericantourismadvertisements,mainlycomparesthedifferencesbetweenChineseandAmericantourismadvertisementsfromtheperspectiveofandobjectivity.TaketheadvertisementsofChina’sJiangnanWaterTownasanexample,theyarerepresentativeoftheslogan“Travelingthroughtheancienttown,experiencingathousandyearsofculturalscenicspots”.ItreflectsthatChinesetourismadvertisementsliketoemphasizethescenery,thelonghistoryandcultureofthelocalarea.Itexpressestourists’spiritualfeelingsandemphasizespersonalachievementandadventurespirit,whilethe“ChallengeYourself,ConquertheGrandCanyon”tourismadvertisementintheUnitedStateshighlightsuniqueexperiences,personalachievements,adventureandchallengetendencies(117).Thisstudyprovidesaframeworkforanalyzingemotionalappealdifferencesinmythesis,whichcanalsobeanalyzedfromtheaspectsofadvertisinglanguagestyle,descriptionfocus,etc.,especiallyinChapter3,whereemotionalintroversionandexposureareemphasized.Theimplicitandstraightforwardanalysisofthedifferencesbetweenthetwocountriesprovidesanewresearchperspective.LiuJunweiandChenYuxianstudiedtherecruitmentadvertisementtextsofChineseandAmericanautomobilecompaniesfromacross-culturalperspective(129),reflectingthedifferentemphasisonculturalvaluedemandsbetweenthetwocountries.Chineseautocompaniesoftenmentionemployeesinjobadvertisementsthattheyhaveasenseofcollectivehonor,understandteamwork,andemphasizethatemployeescandevelopinthecompanyinthelongrun.Theseadvertisementsalsoliketosaythatemployeesshouldworktogethertobuildanationalbrand,andsometimesmentionthatthecompanywillarrangeemployeestogototheAmericanautomobilecompanytoparticipateintraining.Incontrast,therecruitmentadvertisementsofAmericanautomobilecompaniesarenotthesame,theyvaluethedevelopmentofpersonalability,andemphasizethatemployeescanachievecareersuccess.Directionsallowmetoanalyzehowdifferentculturalvaluesinfluencethewaycompaniesrecruit.Zhengsiqicarefullyanalyzesthecontentofadvertisementsthroughthelensofmetaphorandfindsthatadvertisementsmetaphoricallychangeconsumers’wayofthinkingandconsumptionhabits,andunconsciouslyinfluencetheentireconsumerculture.(254).Thesignificanceofitsresearchallowsustorecognizemoreclearlytheroleplayedbyadvertisementsinspreadingcultureandguidingconsumers,andthefindingscanbedrawnupontoanalyzemoretextualcontent.2.2CurrentResearchStatusAbroadShim,Sunkwoo,andHyemin,ByeonconductedastudyonthecontentanalysismethodusedinKoreanAmericanbillboardadvertisements.Aninterestingphenomenonwasfound:Koreanadvertisementsinparticularliketopresentsceneswherepeoplecometogether,whichisrelatedtothecollectivistcultureofKorea.However,thisisnotthecaseforAmericancommercials,whicharemoreinclinedtotellindividualstories.Itcanbeseenthatdifferentcountriesadoptdifferentapproacheswhenshootingcommercialsduetodifferentculturalbackgrounds.Forexample,whenconductingcommercialsintheU.S,everyoneisextraordinarilyconcernedaboutwhetherapersoncansucceed,sotheyoftentellyouthatthisproductwillhelpyourealizeyourdreams.Icanusethesamecontentresearchmethodtocollectthefrequencyofvocabularyusageandanalyzethequantitativeanalysisofwhetherthepresentationofcharacterimagesindifferentadvertisingcampaignshighlightspersonaladventurousspiritorinnovativeability,inordertointuitivelyrevealdifferencesindemands.MariaPérezandMarlénIzquierdoconductedacomparativeanalysisofconsumeremotionalstimulationmethodsinonlinefoodadvertisingintheUKandSpainfromtheperspectiveofevaluationtheory.ResearchhasshownthatadvertisingtextsintheUKusemoreresourcessimilarto‘emotions’,whicharemorelikelytostimulateconsumers’desires.FocusesonthecharacteristicsofSpanishadvertisingtextsandfindsthattheyemphasizetheconceptof“appreciation”whenintroducingproducts.Specifically,whendescribingthetasteoffood,Britishadvertisementsliketouseveryexaggeratedwordstoevokethedesiretobuy,butSpanishadvertisementsaredifferentinthattheyspendmorepenandinktointroducetherawmaterialsoftheproducttotheoriginalmaterialsoftheproductandtheparticularitiesoftheirproductionprocess.ItprovidesagoodreferencecasetoanalyzethestatusoftheuseofrelevantvocabularyinthetextofChineseAmericandomesticadvertisementsbycombiningtheoriesandcontextsintermsoflinguistics.Makethecontentofthethesismorerational.2.3EvaluationandsummaryofpreviousresearchesAlthoughtherehavebeenstudiesexploringcross-culturaladvertisingfrommultipleperspectives,therearestillsomegapsintheanalysisofthedifferencesinappealmethodsbetweenChineseandAmericanbusinessadvertisingtexts.Forexample,theresearchindustrycoverageisnotcomprehensiveenough,andexistingresearchismostlyfocusedonindustriessuchascosmetics,tourism,andautomobiles,withlessinvolvementinindustriessuchasfinanceandtechnology.Intermsofresearchdimensions,itisrelativelysingleandusuallystartsfromcommonperspectivessuchasculturalelements,individualandcollectivevalues.Thereisinsufficientresearchontheuseofcolorsinadvertising,culturalsymboldifferencesbetweenChinaandtheUnitedStates,andtheirimpactonadvertisingeffectiveness.Inaddition,thedifferencesintextappealunderemergingadvertisingtechnologieshavenotbeenstudied:forexample,thedifferencesintextappealmethodsforbusinessadvertisingbetweenChinaandtheUnitedStateshavenotbeenexploredundertheapplicationofemergingadvertisingtechnologiessuchasvirtualreality,augmentedreality,andartificialintelligenceadvertising.Invirtualrealityexperienceadvertising,Chinamayuseittocreatetraditionalculturalscenestoenhanceconsumers’culturalimmersion,whiletheUnitedStatesmayshowcasepersonalizedproductexperiencesthroughvirtualreality,whichreflectthechangesincommunicationandculturalexpressionbroughtaboutbytheglobalizationprocessandincreasinglyfrequentculturalexchanges.Fromthesedifferences,wecancontinuetostudythedifferencebetweenChineseandAmericancommercialadvertisinginattractingcustomers.Forexample,wecanlookspecificallyatthepracticeofsportsbrandsinvirtualrealityadvertising,compareChineseadvertisingliketraditionalculturalelements,andAmericanadvertisingismoreinclinedtoimpressconsumerswithpersonalsuccessstories.Itispossibletocomprehensivelystudymultipleadvertisingelementsandfields,analyzethedifferencesinimages,colors,music,andotherelementsinadvertisingundercross-culturalbackgrounds,andhowtheseelementscollectivelyaffectadvertisingeffectiveness.3AnalysisofKeyDifferencesintypicaltextsThesecondchapterofthispapermainlycombsthelatestsituationoftheSino-UScommercialadvertisingtextresearch,pointingoutsomeoftheproblemsinthecurrentresearch,whichlaysthefoundationforlaterresearch.Inthenextsection,wewilltakeacloserlookattheseadvertisementsfromseveralimportantaspects,includingthewaytheyexpresstheirfeelings,thecharacteristicsofthelanguageused,andthehiddenculturalbackgroundbehindthesymbols.3.1DifferencesinculturalvaluedemandsAttheculturalvaluelevel,itmainlyexploreshowChineseandAmericanbusinessadvertisementsuseelementssuchasfamilyvalues,rightsawareness,andgenderrolestoconveydifferentculturalvaluesandinfluenceconsumers’cognitionandpreferences.Thisdifferencenotonlyreflectsthecorecharacteristicsofthetwocountries’cultures,butalsoshapesconsumers’attitudesandpurchasingdecisionstowardsbrandsintheprocessofadvertisingdissemination.3.1.1FamilyCollectivismandIndividualismTendenciesTakingKFC’sadvertisementsasanexample,duringtheSpringFestivalintheChinesemarket,KFC’sadvertisementsdepictafamilysittinginawarmhome,withKFC’sNewYear’smealsetonthelivingroomtable.Adultsandchildrensharesnacksfromthebuckettogether,chattingandlaughing,filledwithdeepaffection.Theadvertisingslogan,“KFC,accompanyyoutowarmuptheNewYearandsharereunionmoments,”closelylinksKFCwiththeconceptoffamilyreunionduringChinesefestivals.ThistouchestheChineseconsumers’longingforfamilywarmthandpromotesanincreaseinproductsales.However,KFC’sadvertisementintheUnitedStatesisaboutapersontravelingalone,whoencounteredalotofdifficultiesontheroad,andfinallygrewupbyeatingKFC’sfood.Thebackgroundmusiconthecarintheadvertisementwasparticularlycheerful,andfinallyheheardanadvertisement:“BuyaKFCburger,giveyoursolotravelalittleenergy.”Fromthisadvertisement,Americansprefertoemphasizethejoyofenjoyingthejourneyalone,whichisactuallyverymuchinlinewiththecharacteristicsofAmericanculturethatattachimportancetopersonalfeelings.Relevantresearchdatashowsthatduringfestivals,72%ofChineseconsumersconsiderwhetherfoodandbeverageproductsaresuitableforfamilysharingwhenmakingpurchases.OntheUSside,morethan60%ofconsumersprefertopickfoodsthatmeettheirspecialneedswhentheybuythings.Thisdataclearlyshowsthatbecauseofthedifferentinfluencesoffamilyattitudesandindividualism,ChineseandAmericansdohaveabigdifferenceinbuyingthings,andtheirconsumptionhabitsareactuallyverydifferent.（Datasources:1.”2023ChinaConsumerFoodandBeveragePurchasingBehaviorReport”publishedbyMintelMarketResearch;2.“U.S.ConsumerLifestyleandConsumptionBehaviorResearchReport2023”publishedbyPewResearchCenter）.3.1.2PowerdistanceandemphasisonequalityIncross-culturaladvertisingcommunication,theculturaldifferencesofpowerdistanceandequalityhavehadaprofoundimpactontheappealofadvertisingtexts.China,asahighpowerdistancesociety,emphasizeshierarchyandauthority;Asalowpowersociety,theUnitedStatesadvocatesforequalityandfreedom.Thisdifferenceisreflectedinadvertisingtextsasdifferentwaysofappealingforauthorityandequality.CocaCola’sadvertisementsalsoreflectthisdifferencebetweenChinaandtheUnitedStates.IntheChinesemarket,weoftenseeCoca-Colaadvertisementsappearinginsomeofthemorehigh-endbusinesseventsorimportantsocialoccasions.Theseadvertisementsoftenappearinsuccessfulentrepreneursandcelebrities,wearingformalclothesandcelebratinginluxuryplaces.Inthesescenes,Coca-Cola’slogoisalwaysparticularlyconspicuous,andthesloganalsoimpliesthatdrinkingCoca-Colaisawayoflifeforsuccessfulpeople.SuchadvertisementsareactuallylinkingCoca-Colatosuccessfulpeopleandhigh-endsocialoccasions,makingpeoplefeelthatdrinkingthisdrinkrepresentsacertainsocialstatus.Theadcaptionsare“CocaCola,bringingpeopletogether”and“Openhappiness,creatingyourmoment.”InAmericansociety,peoplepayspecialattentiontothebasicvaluesofpersonalfreedomandequality.Thewords“yourmoment”,whichoftenappearinadvertisements,areoftenusedtohighlighttheinitiativeandcreativityofindividuals,whichisactuallytoexpressrespectfortheequalrightsofeveryone.Forexample,thephrase“yourmoment”thatoftenappearsinadvertisementsistotelleveryonehowimportantpersonalexperienceis.Whatthisadvertisementisintendedtosayisthatnomatterwhoyouareorwhatyoudo,everyonecandrinkCoca-Colaandhappilyshareahappytimetogether,whichactuallyshowsthatAmericansattachspecialimportancetotheconceptofequalityforall.Fromhere,wecanseethatthesocialsituationinChinaandtheUnitedStatesisreallyverydifferent.AsocialpsychologistintheNetherlandscalledGeertHofstedehasdoneresearch,andhefoundthatChinesepeoplescoreonly20%intheindividualistic,whichshowsthatChinesepeoplearemoreaccustomedtocollectivelife,andpeoplearemoreimportanttothewholegroupthanindividualindividuals.Thisscoreisthehighestintheworld,anditcanbeseenthatAmericanscaremoreabouteveryone’sfreedom,theyliketoliveindependently,andtheycaremoreabouthowtoachievetheirideals.（Datasource：HofstedeInsights）ThisdifferencesuggeststhatmoreconsiderationshouldbegiventocollectivismandfamilyvalueswhenbrandingintheChinesemarket,andofcoursesomeelementsofindividualsuccesscanbeaddedwhereappropriate,butcareshouldbetakennottooveremphasizeindividualism,asthismaycauseculturaldiscomfort,asopposedtotheU.S.market.3.1.3CulturalcharacteristicsofmasculinityandfemininityIntheprocessofadvertising,theconceptsofmenandwomenindifferentcultureswillbringaboutgreatdifferences,whichwilldirectlyaffecttheattractivenessoftheadvertisingcontenttotheaudience.Chinesesocietyasawholeismoreinclinedtomaleculture,especiallyemphasizingthesenseofcompetitionandcareersuccess,whicharegenerallyregardedasimportantqualities.TheUnitedStates,ontheotherhand,tendstobeafemaleculture,emphasizingcaringandqualityoflife.Forexample,EstéeLauder,abeautybrand,showsadifferentfocusinitsadvertisingcampaignsinChinaandtheUnitedStates.InChina,theimageoftheadstargetingwomenisofanelegantwomansittingatherdresser,focusedonusingEsteeLauderskincareproducts.Afterusingtheskincareproducts,herskinradiatesaglamorousglow.Thetaglines“EstéeLauderawakenswomentothebeautyofeleganceanduniquecharms”and“Eleganceandintelligencecoexisttoachieveextraordinarywomen”emphasizetherecognitionoftraditionalChinesecultureforwomen’ssoftness,gentlenessandelegancethroughsuchadvertisingimages.IntheChinesemasculinetemperament,theimageofwomenisusuallycharacterizedbybotheleganceandwisdom.IntheUnitedStates,advertisingcopysuchas“Embraceyourbeauty,defineyourpower”suggeststhatinmasculinity,thefemaleimageisusuallycharacterizedbybotheleganceandintelligence.ThecomparisonbetweenthesetwoexpressionsreflectsthatifEstéeLauderexcessivelyemphasizeswomen’sself-expressioninChineseadvertising,itmaymakeconsumersfeeltooradical;Overemphasizingwomen’ssocialachievementsinAmericanadvertisingmayappeartolackemotionalresonanceandculturalconflict.3.2DifferencesinemotionalexpressionandneedsIncross-culturalcommunication,thedifferentwaysofexpressingemotionsanddifferencesinneedshaveagreatimpactontheattractivenessofadvertisements.StartbyanalyzingandcomparingtheemotionalexpressionsofChinaandtheUnitedStatesintermsofsubtlety,introversion,straightforwardnessandextroversion.3.2.1EmotionalIntroversionandEmotionalExposureTakingtheadvertisementofNongfuSpringasanexample,theChineseadvertisingcopy“Wedonotproducewater,wearejustthemoversofnature”conveysthepursuitofnatureandqualityinameaningfulway.Advertisingimagesoftenfeaturebeautifulnaturalscenery,suchasclearmountainsprings,denseforests,etc.Throughthisindirectexpression,ittriggersemotionalresonanceamongconsumerstowardsahealthyandpurelife.Thiskindofemotionalexpressionisrelativelyintroverted,inlinewiththeimplicitandeuphemisticcharacteristicsofChineseculture.Chinesecultureemphasizesthedelicateexpressionofinnerfeelingsandemotions,anddoesnottendtobetoostraightforwardorostentatiousinexpressingemotions.TheUnitedStatesisalsodifferentfromChinainthewayitadvertises.Theyoftenuseextraordinarilybluntorevenexaggeratedstatements.Forexample,“Purewaterbringspureenergy!DrinkFranklinMineralWaterandyou’llinstantlyfeelthemagicofnature”.Thisadvertisementdoesn’tbeataroundthebush,itdirectlytellstheconsumerhowgoodthewateris,andit’saccompaniedbyimpactfulpicturesthatmakepeoplewanttobuyit.表3.2.2中美样本中使用明喻修辞的广告语数量广告诉求频率百分比广告诉求频率百分比实用的912.32%Practical2342.73%装饰的00.00%Prnamental00.00%便宜的00.00%Cheap00.00%独特的511.30%Unique600.74%大众的90.45%Popular330.38%传统的10.03%Traditional160.19%现代的701.79%Modern820.96%自然的130.33%Natural630.74%科技的390.10%Technological530.62%智慧的240.61%Wisdom200.23%奇幻的150.38%Maic460.54%制作的70.18%Productivity250.30%休闲的50.12%Leisure140.16%成熟的90.45%Maturity150.18%年轻的150.38%Youth911.06%温和的210.54%Mildness360.42%奔放的130.33%Wildness210.26%性感/炫耀的350.90%Sexy/vain240.28%自豪的20.05%Pride40.04%有身份地位的00.00%Status210.26%归属的70.18%Belong60.07%家庭的00.00%Family00.00%共同体的60.15%Community400.47%健康的150.38%Healthy140.16%整洁的20.05%Neat30.03%(Datasource：KanYan-AComparativeStudyofChineseandAmericanCosmeticAdSlogansfromthePerspectiveofCulturalValueDifferences)3.2.2ImplicitandstraightforwardemotionsinbusinessadvertisingFromthedatainthesetables,itisfoundthat18%oftheAmericansampleusedimplicitmethodstopromoteproducts,comparedtoonly6%inChinawhouseddirectexpression.94%oftheadvertisingtextsusedimplicitanddetailedproductinformation.ThecomparisonofvocabularyusedinthecosmeticsindustrybetweenChinaandtheUnitedStatesshowsthatinthesamenumberofadvertisingtexts,differentdataindicatethatChinesebusinessadvertisingtextsaremoreaccustomedtousingimplicitexpressiontopromoteproducts,whiletheUnitedStatesismoreaccustomedtodirectexpression.Forexample,thedifferentpresentationsofLancomecosmeticsadvertisementsareasfollows:(fig3.2.2)LancomelaunchedtheadvertisementforLancomeAbsoluteCreamintheChinesemarket.Theadvertisementtextisasfollows:“Theskinseemstohaveexperiencedwavesinthelongriveroftime.LancomeAbsoluteCream,likethebrightmoonlightinthequietnightsky,gentlypours,andnourishestheskinquietly.Duringeachapplication,youcantouchthedelicatetextureoftheskin,asifinagentleconversationwithtime,awakenthemoistureandlusterofthedeepskin,andwaitfortheskintoglowwithamovinglusterlikethebloomingflowersinspring.”Intheadvertisementscreen,anorientalwomanwearinganelegantcheongsam,IntheantiqueChineseboudoir,gentlydigoutthefacecreamunderthesoftlight,andapplyitevenlyonthefacewithelegantgestures.Somesubtleartistictechniquesareusedtocreateanatmosphereinwhichtheproductcanconveyemotions.Forexample,theadvertisementofLancôme’sPureMoistureCreamcomparesittobrightmoonlight,sothatpeoplecanfeeltheproduct’seffectofgentlymoisturizingtheskin,whichisassoftandlong-lastingasmoonlight.Chinesecultureactuallyvaluesthiskindofsubtleexpressionandemphasizestouchingpeople’sheartsthroughart.Consumersarealsomorelikelytorememberthebenefitsoftheproduct.TheadvertisementforLancôme’sSkinPerfectingCreamfortheU.S.marketisprettystraightforward.Theadclaimsthatifyourskinlooksdryandoily,thiscreamwillhelpyousolvethatproblem.Itsmaineffectistodeeplyhydratetheskin,leavingthefacehydratedandglowingafteruse,anditisalsoveryeffectiveinfadingthesesignsofaging.Intheadvertisingpicture,anenergeticAmericanwomanquicklysmearedfacecreamonherfaceinasunnyroom,andthenthepictureshowedinaclose-upshotthatafterusingfacecream,herskinbecamemoistandshiny,wrinkleswerealsosignificantlyfaded,andatthesametime,itwasaccompaniedbydynamicmusic.ThisadvertisementpromotedintheUnitedStatesiscompletelydifferentfromthatintheChinesemarket.Itdirectlypointsouttheproblemof“dryanddullskin”facedbyconsumers,emphasizingtheproduct’s“deepmoisturizing”,“instantbrightening”,“significantly