中美文化差异在广告中的体现-商务英语-毕业论文.doc

中国某某某某学校学生毕业设计(论文)题  目： 中美文化差异在广告中的体现   姓  名 ：      00000000  班级、学号 ： 00000000000000000 系  (部) ：    经济管理系  专  业 ： 商务英语  指导教师 ：   0000000  开题时间：     2009-4-10      完成时间：    2009-11-2      2009年 11 月 2日 目  录毕业设计任务书1毕业设计成绩评定表2答辩申请书3-5正文6-21答辩委员会表决意见22答辩过程记录表23课  题 中美文化差异在广告中的体现 0.引言1.对广告的含义,历史发展和作用的简介2.中美文化差异在广告中的体现 2.1 语言差异2.2 广告语2.2.1 对将来和生活的确定性程度2.2.2 权力差距2.3 社会风俗习惯2.3.1 两国不同禁忌2.3.2 以男性或女性为主2.4 价值观2.4.1 集体主义与个人主义3.协调中美文化差异，促进广告发展4.总结一、课题(论文)提纲 二、内容摘要Advertisement appeared with the beginning of producing and exchanging of goods. It influences the development of economy and the life of people a lot. The advertising business in all countries has made great progress because of the continuous development of economy. But in the course of developing of advertisement, every country shows their unique advertising cultures which show many differences among them. This essay mainly talks about the differences between Chinese and American culture of advertisement. The major differences are language, social customs and the value and so on. Then we should find some effective ways to harmonize the differences of advertisement and promote the communication of advertising culture between China and America.广告是伴随着商品生产和交换产生的,对经济的发展和人类生活有很大的影响.随着经济的不断发展,各国的广告业都有了大大的发展.但在广告发展过程中,每个国家都展示了出他们独特的广告文化的一面,而且它们之间存在着巨大的差异.本文主要讲述了中美两国从广告中所体现出来的文化差异,主要是在语言,价值取向和社会风俗等三大方面的差异.所以我们应采取一些有效的方法去协调中美文化差异,促进中美两国的广告文化交流. 三、参考文献1邓炎昌,现代美国社会文化M.北京:高等教育出版社,2003 2李信,中西方文化比较概念M.北京:航空工业出版社,20033梅仁毅,美国研究读本M.北京:外语教学与研究出版社,2002 4王锦瑭,美国社会文化M.武汉:武汉大学出版社,1997Differences between Chinese and America culture embodiment in advertisement0000Introduction：With the development of global economy, the advertising industry has been rapidly developed and the communication of advertising culture is also becoming more frequent. It is a comprehensive cultural actions, it creates the cultural style, builds cultural atmosphere and expresses cultural information on the basis of aesthetic fascination. Especially China and America, these two countries represent the cultural differences between East and West. Nowadays in China, advertising propaganda such as coco-cola, Nike, McDonald is transmitted into Chinese culture since the opening to the outside world. In a word, there is an important saying for advertising transmission across culture: knowing what should do is as important as knowing what should not do.1. Brief Introduction of AdvertisementAdvertisement is a kind of communication tool which sends information of a particular commodity to the users and consumers by the producers or business organizations. Secondly, it needs to be paid. Whats more, the dissemination activity along with advertisement is persuasive. Besides, it is always planned, purposeful and continuous. Finally, advertising is not only beneficial to the advertisers, but also beneficial to the target, which allows users and consumers get useful information.Advertisement is the product of commercial economy. Since China's ancient printing spread to the west, the development of Western advertising had been greatly promoted. After the Industrial Revolution, advertisement made a great progress. The center of the 18th century advertisement was passed from the British to the United States. Until 1990s, in the trend of economic globalization, the cheap traffic and advanced electronic technology make advertisement stronger and stronger. To the economy, as one way of spreading information, advertisement would introduce the products information, link up the need and output, guide the customers to purchase the products, speed up the commercial circulation and improve the corporations competitiveness in the market. On the other hand, advertisement is an important way to promote a brand and make it popular in the market. In modern time, advertisement not only spreads information and thoughts but also is results in consuming. Nowadays, advertisement is a part of our daily life which can exist everywhere. In all, Advertisement is an important way to build up the figure of one business, the function of advertisement is tacit.2. Embodiment of differences between Chinese and American culture in advertisementAdvertisement leads the worlds fashions. At the same time, it is also a way to spread culture across countries. 2.1 Language Differences Language is the carrier of culture, and every word stands for one meaning. When we speak mother language in our hometown, it 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 language is very obvious.Although America has 50 states, American language is much 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. What is called unit of advertising 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. The advertising effect is also not very good from central TV station to regional TV station. All of these are based on the actuality of China. The Chinese advertising language is high text and 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, the content of an advertisement is that one family is drinking milk; the language shows concern for the health of your family members in the future. The American advertising language is objective, refined, such as this milk advertisement. First, audiences watch milk milked into the barrel and listen to the sound. Then lens move up and ones 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.2.2 SlogansSlogan is another type of language in advertising. The function 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? McDonalds slogan is: Good time, Great taste, McDonalds. BMWs slogan is: The Ultimate Driving Machine. Coca Colas slogan is: Cant beat the feeling. Pepsiss slogan is: The choice of a new generation. LGs slogan is: Lifes good. Nikes slogan is: Just do it. IBMs slogan is: No business too small, no problem too big. China telecoms slogan is: Always with you. Toyotas slogan is: Poetry in motion, dancing close to me. Panasonics slogan is: Ideas for life. Nippons slogan is: Working beautifully 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.2.2.1 The degree of certainty to the future and lifeMoreover, the difference in the slogan between China and the U.S. is reflected in the degree of certainty on the future and life. The so-called high certainty to life refers to a stable plot. China is a big agricultural country which agricultural economy is a kind of economy in fixed land. Thus the family and family values derived from the situation are a kind of plot of meeting the status quo and pursuing the stability. With Confucianism also advocating the importance of stable and unity, Chinese culture is in a large extent a kind of culture pursuing the stability, which needs to make certain about the future and life and not wish to take any risks. In contrast, American culture is a kind of culture which enjoys adventure, takes chances and low certainty to the future and life. The Americans stress the progress and change in the real world. However, Chinese culture emphasizes the progress, the unity, the stability and the certainty. The name of "China toothpaste" itself embodies the thoughts of unity and stability. Its slogan "China is in my heart forever" is also stress the high certainty. But in some American advertisements such as "live in your way” and the advertisements of different cars re-equipped in newspapers, they all show the American characteristics of pursuing innovation and change.2.2.2 The disparity of powerBesides, it also shows the disparity of power. For example, what is your power book, the slogan of "apple computer”? In this advertisement, former U.S. President Bill Clinton and his wife Hillary sat side by side on the sofa. Hillary Clinton glimpsed at her notebook computers with very unnatural expression. The left side of the screen revealed the contents of Hillary computer: a list of computer programs, Microsoft Office software, the Oxford dictionary, health reports and the reasons she loves Bill Clinton. While the right side of the screen showed the contents of the Clinton computer: movies and songs of Elvis Presley, sexy pictures of Barbie dolls and jokes of related Congress members .The advertisement satirized former U.S. President ,Bill Clinton and his wife, Hillary. Although his high position, he, as same as the singer Michael Jackson which failed with the cosmetic acts of bizarre, had become the laughing stock of American people. It was not the first time that president to become the laughing stock of a product advertising. Ever there was an advertisement making fun of Bush. It is known that Parker Pen Company is a great manufacturer; it had invited the 32nd U.S. President Franklin D. Roosevelt to advertise for their products surprisingly.   However, in China, its impossible to do like this which make fun of the national leaders or invite them to advertise for a product no matter in the past or in this modern society as the provision of law and restraint of culture. The law stipulates that using the names, images and comments of the leaders to advertise or promote is forbidden. And Chinese people always consider that our national leaders are great which respect them and be proud of them.2.3 Social customs    Social customs are very difficult to change. No matter what country or nation you are in, there always exist many taboos. 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.2.3.1 Different taboos of the two countriesIn America, many people pay more attention to protect the environment and they also like feeding some animals. What's more, in China, the dragon has been given great power and is a symbol of the rights and status. However, in America, the dragon is not an auspicious thing. In the U.S., the dog can be said to be a member of the family which will be considered a very rude behavior in China instead. Therefore, about the phrase in advertising, we must pay more attention to the different taboos in different countries. Besides, in China, advertising should serve the Chinese important festival-Spring Festival. There is an advertisement mainly narrating important festival that a piglet wants to go home and reunite with its family. Coco Cola brings it back home. This advertisement cleverly connects Chinese lunar calendar new year with Coco Cola. It adapts to the Chinese social custom. 3.3.2 Male-dominated or female-dominatedThe difference between China and American is also reflected in male-dominated or female-dominated. The main characteristics of masculinity are courage, self-confidence, aggressiveness, competition and even aggress. In contrast, feminine characteristics are kindness, friendless, fondness and submissiveness. As the U.S. expansion has been stimulated the Americans spirit of adventure and aggressiveness, American society have more male characteristics. For example, U.S. Navy Ad: "to participate in the Navy is not just a job, but also an adventure. But, Chinese culture emphasized: self-cultivation, regulating the family, ruling the state and the world which these ideas are all opposed to risk-taking and enterprising spirit. As the Confucian Culture has always stressed the women's subordinate status, the Women's status and independence are not very high. For example, Weiwei soybean milk powder advertisement: "As a good wife, you must coordinateyour work and family.'' From this, we can see that the most important role of women is wife and mother.Without a doubt, China and America have a same social custom in advertising. The two countries people all take good care of animals. In 1980s, American advertising was called “The heaven of dog”, because that there were many lovely animals became the main actors in advertisements during that time. In China, Media air-conditioner also uses a lovely bear in their advertisement. This bear is very loveable and humorous. The spectators are very interested in the animal so that the sales volume of Media air-condition scores a great success.     .Individual Values of People in two countriesEveryone, even every nation is affected by the individual values. Different values may produce different effects on the same thing owns different effects. Advertising is carrier of productive and cultural information which its connection with national culture is inevitable. The figures of Chinese culture, such a dragon symbolize traditional Chinese culture. Chinese people feel very proud of these appellations, these are always attributive spirit of Chinese, and they can be called National Imagined Community.2.4.1 Individualism or CollectivismChinese value always attaches importance to the Collectivism. The advertising of NaoBaijin adapts to the Chinese value so that it is very successful in China. It expresses the thought on respecting and caring for the old. But American cultur