透过广告创意看中西文化差异.docx

透过广告创意看中西文化差异.docx

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透过广告创意看中西文化差异

河南科技学院新科学院

2013届本科毕业论文

ToExploretheChinaandWesternCultural

DifferencethroughAdvertisementOriginality

透过广告创意看中西文化差异

论文作者姓名：

所在院系：

外国语言文学系

所学专业：

英语

导师姓名职称：

论文完成时间：

2013年4月

ToExploretheChinaandWesternCultural

DifferencethroughAdvertisementOriginality

Chaiyafang

XinkeCollegeofHenanInstituteofScienceandTechnology

April,2013

Contents

Acknowledgments

Thepresentpaperisaccomplishedwiththeguidanceandthehelpofmyhonorablesupervisor.IwouldliketoexpressmysinceregratitudetoMrs.Zhao,whosparednoeffortstoexaminethedraftsandofferedilluminatingsuggestionsforit.Myacknowledgmentwillbeundoubtedlyfirstofallgiventoher,sincewithoutherguidance;thepapercouldnothavebeenbroughttothepresentappearance.

Then,Iwouldliketoexpressmyheartfeltthankstoalltheteacherswhohavetaughtmeinthepastfouryears.Withouttheirhelpandguidance,Icouldnothavemasteredsomuchknowledgeandlearnedhowtowriteapaper.

Ialsowanttogivemysincerethankstoallmyclassmatesandfriendswhohavegivensomuchhelpinthematerial-collectingandreorganizing.Ithankthemfortheirunreservedsupporttomyworkatthispaper.

Abstract

Asaculturalproduct，advertisementrootsinthesoilofnationalculture，andmergesintotheculturalenvironmentformedofhistory、andregions．Differentculturalbackgroundsandvalueshavedeepinfluenceontheexpressivemodeandthecreationoftheadvertisement.ThispaperaimstoanalyzethedifferentculturebetweenChinaandwesterncountriesfromtheperspectiveofadvertisingcreativitybycomparingadvertisingcases,showingboththeirdifferentfeaturesandcommonfeatures.BasedonthecompareofdifferentadvertisingcreativityinChineseandwesterncultures,theirculturaldifferenceswillbeinvestigatedfromsomeperspectives:

philosophicalideology,theirwaysofthinking,valueorientationandculturaltraditions,inhopeofpromotingcross-culturalcommunicationandrealizetheintegrationofnationalizingandglobalizationofChineseandwesternadvertisingcreativity.ThepresentpaperaimsatfindingoutthedifferentculturesbetweenChinaandwesterncountriesinadvertisingcreativity.Thepaperbeginswithsomegeneraldefinitionaboutculture,advertisingcreativity,andtherelationshipbetweencultureandadvertisingcreativity.ThenintroducethefeaturesofadvertisingcreativityinChinaandwesterncountry.Fromphilosophicalideology,theirwaysofthinking,valueorientationandculturaltraditions,realizethatbaseonChineseadvertisementitsownnationalcharacteristicfoundation，absorbstheWesternadvertisementcreativitytheadvancedexperience，realizesChinesesocietyowncharacteristicandtheWesternworldadvancedcreativityandthesupervisingandmanagingexperienceunion.

Keywords:

advertisingcreativity;Chineseandwesternculture;culturaldifference

摘要

作为一种文化产品,广告植根于民族文化的土壤中,并融入文化环境形成的历史和地区之中。

不同的文化背景和价值观对其广告的表现模式和创造富有表现力的广告具有深远的影响。

本文旨在分析不同文化在中国和西方国家之间差异，从广告创意的角度，通过广告的比较,表现出他们的不同特点和共同的特征。

基于比较广告创意在中国和西方文化中不同,他们的文化差异将从一些角度调查:

哲学思想,思考方式、价值取向和文化传统。

以实现促进跨文化的交流，以及中西方广告创意的民族化和全球化的融合.本文旨在找出中西文化在广告创意的差异。

本文构建了一些关于文化、广告创意的基本概念。

以及文化和广告创意之间的关系。

然后介绍了在中国和西方国家中广告创意的特点。

从哲学思想,他们的思维方式、价值取向和文化传统中,认识到中国广告应在自己的民族特色的基础上,吸取西方广告创意先进经验,实现中国社会的自身特点和西方世界先进的创意与监管和管理经验相结合。

关键词：

广告创意；中西文化；文化差异

Ⅰ.Introduction

Withtherapiddevelopmentofeconomy,advertisementhascomeintoeveryfieldofsocietyandithasgraduallybecomeatypicalsocialphenomenonandculturalpattern.Nowadays,advertisinglikeairisfilledwitheverycorner.Newspaper,TV,browsingtheweb,evenlistentotheradio,advertisingiseverywhere.Nomatterifyouhavenoticedthatadvertisinghasbecomeanimportantpartofourdailylife.Advertisinghasfounditswayintoallwalksoflifeandeveryaspectofsociety,andevenbecomeanimportantpartofoureverydaylife.Itiscommonlybelievedthatadvertisingisaneffectivemethodforproducerstoconveyinformationabouttheirgoodsandservicestopotentialconsumerssoastopromotesales.Therefore,theprimarygoalofadvertisementsistoattractconsumersinterestsandtrytoappealtotheirtastesasmuchaspossible.Becauseofitsutilitypurpose,thecreativityinadvertisementmustbebothconciseandeffective.Inaddition,advertisingcreativityisalsotheproductofcertainculture,andasanindispensablemediachanneltocommunicateinformation,advertisingcreativityinthosebusinessadvertisementsdefinitelyreflectsculturalvaluestosomedegreeanditispossiblethatthedifferencebetweenvariousculturesystemscouldbefiguredoutbycomparingthoseadvertisingcreativity.ThispapertriestomakeacomparisonofculturaldifferencesbetweenChinaandwesterncountriesbyanalyzingadvertisingcreativityfromsomeperspectives:

philosophicalideology,theirwaysofthinking,valueorientationandculturaltraditionssoastohelppeoplebetterunderstandtheculturaldiversityinthetrendofglobalizationandacceleratethecross-culturalcommunication.

Ⅱ.CultureandAdvertisingCreativity

2.1Thedefinitionandformsofculture

2.1.1TheDefinitionofCuiture

Cultureisthedistinctivefeature,bywhichwecandivideddifferentnations.Cultureistheallandtheonewhichconsistbysocialbehavior,art,beliefs,customstransmissionthroughsocietyconductandallotherproductsofhumanworkandthinking.

2.1.2TheFormsofCulture

cultureisdiversity.Itisnotonlythecontent,butalsotheform.Regardlessoftheancientcultureandmodernculture,theofficialcultureandfolkculture,elitecultureandmassculture,thereareallhavedifferentforms.Whichpenetrationinallaspectsofsociallife,culture,moral,political,military,religion,literature,art,education,scienceandtechnologyactivities,aretypicalofmajorculturalforms.

Therearethreecommonfeaturestypicalofallcultures---comprehensive,dynamicanddistinctive.Itisfirstofallacomprehensivesystemconsistingofvariousaspectsofthesocietyinwhichitfunctions.Thecomponentsofacultureincludematerialandmoral,concreteandabstract,surfaceanddeepelements,whichareinterdependentononeanother.Thelackofanyoneofthesefactorswillinevitablyaffectthecultureasawhole.Beside,aculturehassomedynamicqualities,whichisreflectedinsuchtermas"learned","acquired"and"knowledge".Ratherthansomethingoneisbornwith,acultureisasetofactionandbehaviorpatternsgainedthroughlearning.Thus,wehaveknownthatcultureisthebehaviorwhichshowsbymembersofacommunityintheirdailylife,whichiscommonlyacceptbymostpeople.

2.2Thedefinitionandformsofadvertisingcreativity

2.2.1Thedefinitionofadvertisingcreativity

Generalunderstanding,Itconsistsoftheadvertisingcreativethinkingactivity,aslongasitisinvolvedincreatingnewaspects,fromstrategy,image,totacticalaswellasthemediaofchoice.Narrowunderstanding,Inreality,theadvertisingismorewillingto"advertisingworksofcreativethinking"todefinetheadvertisingcreative.Advertisingcreativeissimplythroughboldnewapproachtocreatedifferentvisualandsoundeffects,themaximumtoattractconsumers,soastoachievethepurposeofbrandcommunicationandproductmarketing.

2.2.2TheFormsofAdvertisingCreativity

Advertisingcreativityshouldcombinatewiththelocalculture.Advertisingcreativitymustpaycloseattentiontosocialdynamics,thelatesttrendsofconsumers,newaesthetictrendofsociety,thelatestfashionculture,socialhotspotsandthenewideasthatcouldbeinspireandsoon.Respectlocalculture,toexploretheaudienceculturetolocalcultureasthetoneoftheadvertisingcreativityisabigtrend.Advertisingcreativitysourcecomesfromtherealsociety,inthetargetmarket.Successfuladvertisingcreativityarealwaysaskpeopledothingin-depthsocial,makesomemarketsurvey,understandtheconsumer.Advertisingcreativityhasavariedofforms,justlikepeopletospeak.sometimesaword,asentence,apoemcanexpressclearly.SometimesanEye,alook,abodyisenoughtoexpressthesamemeaningandattitude.Fromthesocialpractice,wecanseethatadvertisingcreativityhasthefunctionofrichthelifedemandandreengineeringindustryvalue.

2.3TheRelationshipbetweenCultureandAdvertisingCreativity

Advertisingisabusiness,anart,aninstitution,andaculturalphenomenon.Meanwhile,advertisingcreativityhasclearpurposesanditsmostimportantfunctionistopromote.Thedesignsofadvertisingarevarioussuchassounds,pictures,imagesandaudios.Butnomatterhowthedesignschange,advertisingcreativityhasalwaysbeenthemostsignificantandfundamentalinadvertising.Advertisingisnotonlyaproductofeconomicdevelopment,butalsowiththechangeofcultureiscloselylinked.Theadvertisementisakindofmanifestationofculture,it’sundertheinfluenceandrestrictoflocalculture.Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement.Advertisingcreativitycomesfromculture,duetotheculturaldifferencesbetweenChineseandwestern,leadtoculturaladvertisinghasthedifferentvaluesofthewaysofthinkingandlogics.Whenmakingadvertisingcreative,therefore,willhavedifferentthoughtInterpretationmethodandpointofview,willleadtothesamegoodsthathassomuchdistincteffect..Advertisingasameansofinformationdissemination,thepublicofinformationandhabitsneedtobetakenintoaccount.GraspthedifferencesbetweenChineseandwesterncultureandtotakeadvantageofadvertisingisthees