商务英语毕业论文Analysis of Differences Between Chinese.docx

1、商务英语毕业论文Analysis of Differences Between Chinese 本科毕业论文 从原创广告分析中美文化差异 二七年五月Analysis of Differences Between Chineseand American Culture Based on Original AdvertisementContentsAbstract IKey Words I摘要.关键词.Introduction.1.Brief Introduction of Advertising2 A.The Concept of Advertising.2 B. The History of

2、Advertising.3 C. The Important Function of Advertising in Across-Cultures4 1. An Important Carrier in the Cultural Transmission.4 2.Adaptation to the Tendency of Economic Globalization.5.Analysis of Chinese and American Cultural Infiltration from Original Advertisement.6 A. Influences of Chinese and

3、 American Languages on Advertising.6 1. Language Differences.6 2.Slogan7 B. Influences of Social Customs.8 C. Individual Values of the Two Peoples.9. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission.11 A. Cultural Innovation .11 B. Overcoming Fixed Modes of Thinking.12 C.

4、 Rational Consideration of the National Culture and Foreign Cultures12Conclusion13Acknowledgements14Bibliography15AbstractAdvertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Addddvertising gives the audience visual appreciation so that it also in

5、fluences peoples way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations. As a form of cultural transmission, advertising brings important influence on cultural infiltration. This thesis

6、mainly focuses on the differences between Chinese and American culture from original advertisements. There are three major differences. Firstly, Chinese and American languages are parts of these two kinds of cultures, and they brings great influence on advertisement. Secondly, social customs of the

7、two countries should not be underestimated. Thirdly, the individual values of the two peoples also affect the success of advertising. They are called “potential trap” in advertising transmission across culture. Then many ways will be discussed to harmonize and develop the advertising across cultural

8、 transmission.Key WordsOriginal advertisement; culture transmission; cultural differences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“

9、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 In the trend of economic globalization, cultural exchanges between countries are more frequent. Advertising is an important carrier of cultural transmission. It spreads not only in one

10、nation but also out of the nation and it enters economic and cultural environment. To the economy, as one way of spreading information, advertising would introduce the products information, link up the need and output, guide the customers to purchase the products, speed up the commercial circulation

11、 and improve the corporations competitiveness in the market. To the culture, advertising is also a visual art, it would construct the cultural style while spreading the economic information. It is a comprehensive cultural action, it is also related to individual values, social customs of different c

12、ountries, which is especially true between China and America. These two countries represent the cultural differences between the East and the West. In China, since the opening to the outside world, advertising propaganda such as Coco-Cola, Nike, McDonald, BMW and many other stand for the American cu

13、lture which infiltrates into Chinese culture. But advertising transmission should consider different cultures of the two countries. They are different social customs, individual values and languages. In a word, there is an important sentence for advertising transmission across culture: knowing what

14、should do is as important as knowing what should not do. I. Brief Introduction of AdvertisingAdvertisement is the product of commercial economy and it has brought a large number of changes to our modern society. A. The Concept of AdvertisingThe word of “advertising” comes from the Latin word “advert

15、ere”, it means “a way to attract attention or interest consumers and to influence their feelings toward the product, service or cause”. (Cui 1) But until now, scholars in different countries have different explanations. The American Advertising Association gave this definition “Advertising is a kind

16、 of peoples transmission which should pay the money, the final purpose is to spread information and to transfer intended feeling to the consumers and then reap the profits.”(Cui 1) In 1985, China called advertising a way to spread information, the purposes are to promote the sale of goods and work f

17、orce, to influence people, to get the support of government, to promote a kind of undertaking or other responses.According to George and Michael Belch, advertising appeals “refer to the basis or approach used in the advertisement to attract attention or interest consumers and to influence their feel

18、ings toward the product, service or cause.”(Mueller151). The advertising appeals employed should be consistent with the values and taste of the target audience. Advertising is an information and activity, which should pay the money. Firstly, as part of commercial activity, advertising has the featur

19、es of putting and producing. Secondly, as part of informational transmission, advertising information must be perfect, but all of these should be ensured by cost. Thirdly, the advertising companies should seek profits so that they can live and develop. Advertising is a kind of information which shou

20、ld be treated with special act. However, advertising is different from pure art, it is closely related to industry and society. In different periods, advertising has different ideas, medias, and tactics and so on, all of these take shape special persuasion and effect. “Advertising is a part of selli

21、ng market, it is a selling activity that one business or person or organization pay money for publicizing one kind of special ideas.”(Rothschild 8)Advertising can be classified into two types. One is called narrow sense advertising. It only refers to commercial advertising which advertising persuadi

22、ng customers to buy products and make profits through advertising. Another called broad sense advertising. It refers to all kinds of advertising, including commercial or non-commercial advertising.In a word, the concepts of advertising mainly refer to face all customers and transmit information of p

23、roducts to them, then guide them to buy these products. B. The History of AdvertisingAdvertising is the product of commercial economy. Advertising appeared with the beginning of producing and exchanging of goods. The earliest advertising in the world is oral advertising, which is called selling adve

24、rtisement. In servile society, goods should be exchanged so that people displayed all the goods and shouted to attract customers. Several millenaries ago, every street was full of the sound of selling the slaves and livestock in Ancient Greece and Rome. These were the most primitive forms of adverti

25、sing.In feudal society, as the development of production, label became another format of advertising. Label is symbolistic type, for example, a mule drags the mill stands for a bake house in Ancient Rome. In Medieval England, a waving arm stands for the shop of goldsmith. In China, flag, with a word

26、 of “Alcohol”, stands for pub at that time.The contrivance of printing initiated the epoch of advertising. In Beijing Museum of History, there is an advertising copper which is from Jinan which is the earliest printing advertisement in the world. There are not only names and sentences, but also a la

27、bel of rabbit. After the middle of Ming Dynasty, many businessmen printed beautiful picture on the books in order to sell them. After the printing technique spread into Europe, the advertising also got into the new stage. The first publisher printed many advertisements of seligion in 1473 of England

28、. Then these advertisements were inhibited every streets in London. This is the earliest printing advertising. After the Industrial Revolution, advertising made a great progress. Newspaper was an important part in the development of advertising. In 1662, Weekly News published an advertising about on

29、e boll in England. In1710, the Observer published advertising for selling of tea, coffee, chocolate, book, medicine and so on. Until 1990c, in the trend of economic globalization, the cheap traffic and advanced electronic technology make advertising stronger and stronger.C. The Important Function of

30、 Advertising in Across-Cultures1. An Important Carrier in the Cultural TransmissionCulture is one thing that should accumulate during a long living time in one nation. It roots in the national mind, this is the scope of consciousness. It is not very easy to change. Different countries have different cultures, they should communicate with each other. Although they are many ways to exchange culture, advertising is one of best way to do it. Advertising is the cultural phenomenon that includes social forms and it is a picture of