英语论文84从原创广告分析中美文化差异.docx

英语论文84从原创广告分析中美文化差异.docx

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英语论文84从原创广告分析中美文化差异

英语论文84=从原创广告分析中美文化差异

从原创广告分析中美文化差异

AnalysisofDifferencesBetweenChineseandAmericanCultureBasedonOriginalAdvertisement

Abstract

Advertisingistheculturalphenomenonthatincludessocialformsanditisapictureofsocialprogress.Advertisinggivestheaudiencevisualappreciationsothatitalsoinfluencespeople’swayofthinkingorcontrolstheirbehavior.Advertisingtransmissionisexpandingtheresultofcivilizationandchangingtheculturalstructureamongdifferentnations.Asaformofculturaltransmission,advertisingbringsimportantinfluenceonculturalinfiltration.ThisthesismainlyfocusesonthedifferencesbetweenChineseandAmericanculturefromoriginaladvertisements.Therearethreemajordifferences.Firstly,ChineseandAmericanlanguagesarepartsofthesetwokindsofcultures,andtheybringsgreatinfluenceonadvertisement.Secondly,socialcustomsofthetwocountriesshouldnotbeunderestimated.Thirdly,theindividualvaluesofthetwopeoplesalsoaffectthesuccessofadvertising.Theyarecalled“potentialtrap”inadvertisingtransmissionacrossculture.Thenmanywayswillbediscussedtoharmonizeanddeveloptheadvertisingacrossculturaltransmission.

KeyWords

Originaladvertisement;culturetransmission;culturaldifferences

摘　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

原创广告，文化传播，文化差异

Introduction

Inthetrendofeconomicglobalization,culturalexchangesbetweencountriesaremorefrequent.Advertisingisanimportantcarrierofculturaltransmission.Itspreadsnotonlyinonenationbutalsooutofthenationanditenterseconomicandculturalenvironment.Totheeconomy,asonewayofspreadinginformation,advertisingwouldintroducetheproduct’sinformation,linkuptheneedandoutput,guidethecustomerstopurchasetheproducts,speedupthecommercialcirculationandimprovethecorporation’scompetitivenessinthemarket.Totheculture,advertisingisalsoavisualart,itwouldconstructtheculturalstylewhilespreadingtheeconomicinformation.Itisacomprehensiveculturalaction,itisalsorelatedtoindividualvalues,socialcustomsofdifferentcountries,whichisespeciallytruebetweenChinaandAmerica.ThesetwocountriesrepresenttheculturaldifferencesbetweentheEastandtheWest.InChina,sincetheopeningtotheoutsideworld,advertisingpropagandasuchasCoco-Cola,Nike,McDonald,BMWandmanyotherstandfortheAmericanculturewhichinfiltratesintoChineseculture.Butadvertisingtransmissionshouldconsiderdifferentculturesofthetwocountries.Theyaredifferentsocialcustoms,individualvaluesandlanguages.Inaword,thereisanimportantsentenceforadvertisingtransmissionacrossculture:

knowingwhatshoulddoisasimportantasknowingwhatshouldnotdo.

I.BriefIntroductionofAdvertising

Advertisementistheproductofcommercialeconomyandithasbroughtalargenumberofchangestoourmodernsociety.

A.TheConceptofAdvertising

Thewordof“advertising”comesfromtheLatinword“advertere”,itmeans“awaytoattractattentionorinterestconsumersandtoinfluencetheirfeelingstowardtheproduct,serviceorcause”.Cui1Butuntilnow,scholarsindifferentcountrieshavedifferentexplanations.TheAmericanAdvertisingAssociationgavethisdefinition“Advertisingisakindofpeople’stransmissionwhichshouldpaythemoney,thefinalpurposeistospreadinformationandtotransferintendedfeelingtotheconsumersandthenreaptheprofits.”Cui1In1985,Chinacalledadvertisingawaytospreadinformation,thepurposesaretopromotethesaleofgoodsandworkforce,toinfluencepeople,togetthesupportofgovernment,topromoteakindofundertakingorotherresponses.

AccordingtoGeorgeandMichaelBelch,advertisingappeals“refertothebasisorapproachusedintheadvertisementtoattractattentionorinterestconsumersandtoinfluencetheirfeelingstowardtheproduct,serviceorcause.”Mueller151.Theadvertisingappealsemployedshouldbeconsistentwiththevaluesandtasteofthetargetaudience.Advertisingisaninformationandactivity,whichshouldpaythemoney.Firstly,aspartofcommercialactivity,advertisinghasthefeaturesofputtingandproducing.Secondly,aspartofinformationaltransmission,advertisinginformationmustbeperfect,butalloftheseshouldbeensuredbycost.Thirdly,theadvertisingcompaniesshouldseekprofitssothattheycanliveanddevelop.

Advertisingisakindofinformationwhichshouldbetreatedwithspecialact.However,advertisingisdifferentfrompureart,itiscloselyrelatedtoindustryandsociety.Indifferentperiods,advertisinghasdifferentideas,medias,andtacticsandsoon,allofthesetakeshapespecialpersuasionandeffect.“Advertisingisapartofsellingmarket,itisasellingactivitythatonebusinessorpersonororganizationpaymoneyforpublicizingonekindofspecialideas.”Rothschild8

Advertisingcanbeclassifiedintotwotypes.Oneiscallednarrowsense

advertising.Itonlyreferstocommercialadvertisingwhichadvertisingpersuadingcustomerstobuyproductsandmakeprofitsthroughadvertising.Anothercalledbroadsenseadvertising.Itreferstoallkindsofadvertising,includingcommercialornon-commercialadvertising.

Inaword,theconceptsofadvertisingmainlyrefertofaceallcustomersandtransmitinformationofproductstothem,thenguidethemtobuytheseproducts.

B.TheHistoryofAdvertising

Advertisingistheproductofcommercialeconomy.Advertisingappearedwiththebeginningofproducingandexchangingofgoods.Theearliestadvertisingintheworldisoraladvertising,whichiscalledsellingadvertisement.Inservilesociety,goodsshouldbeexchangedsothatpeopledisplayedallthegoodsandshoutedtoattractcustomers.Severalmillenariesago,everystreetwasfullofthesoundofsellingtheslavesandlivestockinAncientGreeceandRome.Thesewerethemostprimitiveformsofadvertising.

Infeudalsociety,asthedevelopmentofproduction,labelbecameanotherformatofadvertising.Labelissymbolistictype,forexample,amuledragsthemillstandsforabakehouseinAncientRome.InMedievalEngland,awavingarmstandsfortheshopofgoldsmith.InChina,flag,withawordof“Alcohol”,standsforpubatthattime.

Thecontrivanceofprintinginitiatedtheepochofadvertising.InBeijingMuseumofHistory,thereisanadvertisingcopperwhichisfromJinanwhichistheearliestprintingadvertisementintheworld.Therearenotonlynamesandsentences,butalsoalabelofrabbit.AfterthemiddleofMingDynasty,manybusinessmenprintedbeautifulpictureonthebooksinordertosellthem.AftertheprintingtechniquespreadintoEurope,theadvertisingalsogotintothenewstage.Thefirstpublisherprintedmanyadvertisementsofseligionin1473ofEngland.ThentheseadvertisementswereinhibitedeverystreetsinLondon.Thisistheearliestprintingadvertising.AftertheIndustrialRevolution,advertisingmadeagreatprogress.Newspaperwasanimportantpartinthedevelopmentofadvertising.In1662,WeeklyNewspublishedanadvertisingaboutonebollinEngland.In1710,theObserverpublishedadvertisingforsellingoftea,coffee,chocolate,book,medicineandsoon.Until1990c,inthetrendofeconomicglobalization,thecheaptrafficandadvancedelectronictechnologymakeadvertisingstrongerandstronger.

C.TheImportantFunctionofAdvertisinginAcross-Cultures

1.AnImportantCarrierintheCulturalTransmission

Cultureisonethingthatshouldaccumulateduringalonglivingtimeinonenation.Itrootsinthenationalmind,thisisthescopeofconsciousness.Itisnotveryeasytochange.Differentcountrieshavedifferentcultures,theyshouldcommunicatewitheachother.Althoughtheyaremanywaystoexchangeculture,advertisingisoneofbestwaytodoit.Advertisingistheculturalphenomenonthatincludessocialformsanditisapictureofprogressivesociety.Advertisingtransmissionisakindofculturaltransmission.AsBeitywhowasafamouspersoninAmericanadvertisingsaidthatifnoonemakesadvertising,whocancreateculture?

Advertisingshouldnotonlytransmitinnativecountry,butalsoinothercountries.Itcouldtransmitthemostfashionableinformation,atthesametime,itcouldalsoaffectindividualvalues,socialcustomsandwaysofliving.Italsotransmitshomeomorphisminformationsuchas“RockCulture”,“IdolatryCulture”andsoon.AstheMTVofwesterncountriestransmitsintoChina,westernculturebeginstoenterChina,suchasMickeyMousecreatedbyDisneyisverypopularinChina.TheseallshowMickeyMouse

thatculturaltransmissionisanimportantpartduringworld’sculturalcommunication.

Butglobalizationposesachallengetoeverynationalculture.Ontheinternationalstage,Chinabecomesalittlefeeble.Intheinternationaladvertisingjudges,thereisnoChinese.Thisshowsthatweshouldmakeeveryefforttochangethisphenomenon.Weshouldtransmitmorecommercialinformationandpublicizenationalculture,suchastheadvertisingofKongfushows“makepeoplemisshomer”,Hongdoushows“apoemofHongdou”.Chinesenationalcultureisanendlesstreasure.

Advertisingisalsoavisualart,itwouldconstructtheculturalstylewhilespreadingtheeconomicinformation.Itisacomprehensiveculturalactions,itcreatestheculturalstyle,buildsculturalatmosphereandexpressesculturalinformationonthebasisofaestheticfascinat