从广告看中西方文化差异定稿.docx

从广告看中西方文化差异定稿.docx

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从广告看中西方文化差异定稿

contents

1.Introduction:

Therelationshipbetweenadvertisingandculture2

2.ThesimilaritybetweenChineseandwesternadvertising3

2.1Commercialfunction3

2.2Mirrorofthetimes3

3.ThedifferencesbetweenChineseandwesternadvertising.........5

3.1Differentmodes5

3.1.1Chinesemode5

3.1.2Englishmode6

3.2Differentsensesofphilosophy7

3.2.1BasicChinesephilosophyinadvertising7

3.2.2BasicWesternphilosophyinadvertising9

3.3Differentpsychologicalfactors10

3.3.1Chinesepsychologicalfactors10

3.3.2Westernpsychologicalfactors12

3.4Differentsocialsystemsinadvertising13

3.4.1Chinesesocialsystem13

3.4.2Westernsocialsystem13

4.ProbleminAdvertisingSpread:

Culturalobstacles15

5.Solutions17

5.1theimportanceofunderstandingthetargetMarket17

5.2Interculturaltranslationstrategies18

5.2.1Transliteration15

5.2.2Freetranslation20

6.Conclusion22

Acknowledgements23

Bibliography24

1.Introduction:

Therelationshipbetweenadvertisingandculture

Advertisingisoneofthemostimportantculturalfactorsmoldingandreflectingourlifetoday.Itisaninevitableandubiquitouspartofeveryone’slives.It’soverwhelming.Radioandtelevision,newspapersandmagazines,theInternet,highwayboards,windowshows,andanyplaceimaginableareemployedtogetallsortsofinformationtoallpeople.Itisnoexaggerationtosaythattheairwebreatheconsistsofoxygen,nitrogen,andadvertising.Inotherwords,advertisinghasbecomeanindispensablepartinourlife.Advertisinghelpsmanufacturersandcorporationstoincreaseprofits,andencouragescompetitioninproductsorservices.Successintheglobalizationofmarketingenvironmentrequirestheunderstandingofdistinctpatternsofcommunicationineachtargetcountry.Cross-culturalstudyonadvertising,therefore,couldprovidevaluableinformationaboutculturalvaluesandenableustoadjustourapproachtoasuccessfulinterculturalcommunication.

Differentculturesbringdifferentattitudesandvaluestothereadingofanytext.Soitisverynecessarytoinvestigatetheculturebehindtheadvertising.Especiallyininternationaladvertisement,knowingdifferentculturesisoneofthemostadvantageoustoolstogetridofobstaclesincross-culturecommunication.

Theadvertisingisaspecialkindofreflectionofculture.Concretely,itisthereflectionofliterature,psychologyandaestheticsoftheculturalcommunity.Itcarriesmarksofinfluenceofthatculturalcommunity'straditioninitsworldviews,socialvalues,andreligions.Forinstance,thefamilyunification,friendship,kinship,harmonyinChinesecultureisdeeplyreflectedinChineseadvertising.Toalargeextent,itcanbestatedthattheadvertisinginevitablymirrorsitscultureexplicitlyorimplicitly.Therearetwomainreasons.Inthefirstplace,employingculturalcontentsisoneoftheimportantstrategiesforadvertiserstocarryoutasuccessfulcampaign.Inthesecondplace,theadvertisersworkinagivenculturalenvironment.Whattheythinkordoisunavoidablyinfluencedbytheculturetowhichtheybelong.Inadvertising,thisisoftenreflectedinanimplicitway.Generallyspeaking,tomakeagoodadvertisementandtoinfluencethebehaviorofpotentialcustomerstowardapredetermineddirection,advertiserstrytoproducememorableandattractingworkswiththegreathelpoftheculture.

2.ThesimilaritybetweenChineseandwesternadvertising

2.1Commercialfunction

Advertisementhasacommercialfunctionattheverybeginningofitsappearance.Advertisementistheproductofcommercialeconomy.Sellersuseadvertisiementstopromotethesaleofproductandenlargetheshareofmarket,soastogainmoreprofit.Secondly,theidea,designationandfabricationofadvertisementareinneedofagreatamountofexpensesastheleadingsupportinfinance.Thereleaseoftheadvertisementalsohastopayfor.Inthissense,advertisementisaneconomicmovementwhichhastopayandpayback.Inalloftheadvertisingmovements,althoughtherearecommercialadvertisementsandnon-commercialadvertisements,thecommercialadvertisementsareoverwhelmed,nomatterathomeorabroad.Inaddition,largenumberofsocalledpublicserviceadvertisementsareanotherwayofpropagandamovement.Enterprisesshowsocialresponsibilityandconsciencetogainmoresupportsofthepublicandcustomersthroughreleasesuchadvertisementswhichreflectnewsocialtendencyandmoralityandcustoms.Evenmore,enterprisescansetupabetterbusinessimageandgetmoremoney.Forexample,NongFuSpring“农夫山泉有点甜”，themovementofonecenttakenfromeachbottleofmineralwaterforthechildrenofwestofChina.

ThenwecangetaconclusionthatnomatterChineseorwesternadvertisements,nomatterhowcommercialadvertisementchanges,theadvertisementisrelatedwithincreasingeconomicefficiency,althoughtheadsinitiatenewsocialtendencyandmoralityandencouragepeopletobearthesocialresponsibility.ThecommercialfunctionisthefirstsimilaritybetweenChineseandwesternadvertisement.

2.2Mirrorofthetimes

Cultureischangingallthetime,it’salwaysinasituationofaccumulationandreformation.Whenanoldculturewasinjectedwithfreshblood,itcanbechangedorevenrecreated.Theadvertisementsplayanimportantroleinthechangingmovementofculture.Itshowsthetimes’characterandtimes’spirit.Theoldsaying“王婆卖瓜,自卖自夸”reflectedtheoldwayofsellingintheunderdevelopedagriculturalsociety.Butinthemodernsociety,thereismorehigh-technologywayforsale.Inthe80s’ofChina,alloftheadvertisementsfindafootholdatinexpensive,usefulanddurablegoods.Thisisrelatedtothelowlevelofincomeandconsumption.Forexample,thesloganoftheoilengineofshanghaiDongFengbrandwas:

“历史悠久，质量可靠，配套便利，配件齐全……”.Inthe1990s，people’sconceptofconsumptionandvaluechanged,theypursuedgoodtasteandbeautifulcommodity.Forexample,“非常可乐，非常选择”，“大宝明天见，大宝天天见”，“穿金猴皮鞋，走金光大道”。

Theseadvertisementsreflectedthetimes’trailofthereformationandopeningontheotherside.

Inthe1960s,it’sanimageeraofAmerica.Duringthistime,advertisementhademphasizedfromtheperformanceoftheproducttotheimageofproduct,andwecancallthisspecificcharacter.Forexample,Cadillaccreatedtheimageofthesuccessfulbusinessmenandhigh-levelluxuriouslife.Onthisside,onlyMarlbororivaledwithit.Equally,thefamousMarlborocreatedanimageofstrongandsunshinecowboy,whichsetupanexampleformalesmokers.Thiscreationmadeitssalestopofthetobaccoindustry，andkeptthisrecordfor25years.

Inthe1980s,itwasaperiodfulloftroublesforAmerica,Vietnamwar,WatergateEventandshortageofnaturalresources.Somanytroublesmadepeople’smoralconceptchanged,theybecomeirresponsible,self-indulgent.permissivismbecamepopular.Alloftheseinfluencedtheadvertisementconcept.

3.ThedifferencesbetweenChineseandwesternadvertising

3.1Differentmodes

Differentpeople,especiallytwopersonsfromdifferentcultures,willhavedifferentpatternsofthinking.It’softensaidthatthewesternstyleofthinkingisanalyticalwhiletheChineseissynthetic.However,suchasayingisrathertoosweepingandhastybecausethewesternsometimesbehavesinthesyntheticthinkingstyleandtheChineseonesometimestakestheanalyticalone.Hence,wecanonlysaythatmanyChineseadvertisementsaremoresyntheticthananalyticalinthinkingstyleincomparisonwithsomewesternadvertisements.ThepeoplewhospeakEnglishisdifferentfromthepersonwhospeakChineseinthemodeofthinking.ThethoughtofapersonwhospeakEnglishpresentsinawayofstraight-line.Onthecontrary,thethoughtofapersonwhospeakChinesepresentsinawayofhelicalform.Theformeralwaysstatetheviewfirst,thelatterstatethereasonthanshowidea.

InChineseandwesternadvertising,weneedtoconcernaboutthedifferencesbetweenthecultureofChinaandtheWest.Becausewebelievethat,asthefundamentalandcorecultureofthesociety,advertisingholdsadeepandindelibleimpactuponthesocialcultureandthematerialculture.AlthoughthematerialcultureofChinaseemstohavethetendencyofglobalizationandwesternizationwiththedevelopmentofeconomy.

3.1.1Chinesemode

ChinesehasaninclinationtowardimaginationwhileAmericantowardabstractthought.ImaginationisthecommonstyleofthinkinginChineseadvertisements.TheChineseareaccustomedtotheimaginationandlikeconcrete,imaginableandstraightforwardtalkwhichismoreconspicuousinadvertisinglanguage.TheChineseadvertisinglanguageisusuallyoral.Forexample:

书为山谷，笔为径（Apencilisthepathtothebookvalley—anadvertisementforabrandofcoloredpencil）

把柔媚浇在身上（feelsoft—anadvertisementforabrandofbodyshampoo）

嘉士力饼干为你珍藏童年的滋味！

那一年，我和妹妹去乡下姥姥家，

我们在田野上奔跑，

在小河里钓鱼，

在收割过的麦地里拾麦穗，

空气里尽是迷人的清香！

现在很难找到那种感觉了，

田野变成了厂房，小河也不见了……

咦？

这是什么味道？

味道真特别，

让我想起乡下那麦地里迷人的清香！

嘉士力饼干,为你珍藏童年的滋味！

Inthisadvertisingpoem,thefirstparagraphisamemoryofthechildhood,anditgivesthereceptorthesweetimaginationofhappytime.IthasnobusinesswithJiaShiLicookieinthefirstpatternoftheadvertisingverse.Astothelastparagraph,readerscanbesuddenlyenlightened.ThisalsoshowsthemodeofChinesethinkingisimplicitandpresentsinawayofhelicalform.Andfromtheangleofadvertisinglanguage,thisadvertisementusesanoralwaytotellastory,suchas:

“那一年，我和妹妹去乡下姥姥家，

我们在田野上奔跑，

在小河里钓鱼，

在收割过的麦地里拾麦穗，

空气里尽是迷人的清香！

……”

3.1.2Englishmode

TherewassomethingdifferentinthemodeofthinkingbetweenChineseandthewesterners,Linguistsandpsychologistsareexploringthe