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摘要中西方广告中体现的文化差异集体主题和个人主义广告是一种重要的商业活动，促进产品推销以及增加利润是它的根本属性。实际上，广告在传播商品信息的同时，也在引导着人们的消费观和价值观，从而形成了独特的广告文化。长时间以来，人们都只聚焦于广告的功利性，而忽略广告背后的社会文化。本文对中美两国的商业广告做了解读，对比分析了广告背后的文化差异，其中最明显的文化差异体现在广告对于集体主义与个人主义的阐释。本文通过对中美两国的广告中的文化差异原因的分析，希望能为读者的跨文化交流带来助益。28924
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关键词 广告 文化差异 价值观
毕业论文外文摘要
Title Cultural Differences between Chinese and Western advertisements: Collectivism and Inpidualism
Abstract
The advertisement is an important commercial activity; promoting sales of product and increasing profit are its basic attributes. In fact, when the advertisement is spreading the information of commodity, it has guided people’s consumption concepts and values at the same time which has formed the unique advertisement culture. For a long time, people only focus on the utility of advertisements and neglect the social culture behind them. This thesis has made a comparative analysis of the social culture behind Chinese and American advertisements, and the most obvious difference reflects in collectivism and the inpidualism. By the analysis of cultural differences in advertisements, I hope to bring some help to reader’s cross-cultural communication.
Keywords advertisements cultural differences values
Table of Contents
1 Introduction 1
1.1 Research Background 1
1.2 Significance of the Study 1
2 Literature Review 2
2.1 Definition of Culture 2
2.2 Influences of Advertisements 3
2.3 Formation of Collectivism and Inpidualism 4
3 Data Collection 6
4 Discussion 7
4.1 Collectivism in Chinese Advertisements 7
4.2 Inpidualism in Western Advertisements 11
Conclusion 12
References 13
1 Introduction
1.1 Research Background
Nowadays, we live in an advertisement time. Advertisements have surrounded our lives and occupied our world. When we blink our eyes, they will emerge in front of us; when we prick up our ears to listen, their sounds will enter our ears; when we protrude our hands, we find the advertisements are tangible and we can touch them anywhere; even when we open a magazine, we find they are lying there waiting for us to sniff them (Maria, 2008). Some people have made a vivid analogy about this: “the air we breathe is consisted of oxygen, nitrogen and advertisement.”
Advertisements have occupied our world because they can bring unbelievable success to producers and facilitators in business. For example, life insurance is one of the greatest industries in the world; its establishment and development nearly all depend on advertisement. Before advertisement was born, life insurance was called death insurance by people, and people seldom knew about it, not to mention to buy it. But now, with the contribution of abundant advertisements, everybody will buy life insurance voluntarily which made life insurance becoming one of the largest financial industries in the world. Due to advertisement, the paint which has been applied on face by prostitute long time ago has become modern lady’s favorite make-up; due to advertisement, the diamond has become the necessary ornament in courtship and in wedding ceremony for the classic slogan says “a diamond lasts forever”. We can see the advertisement has magical powers. In the business history, the examples of enterprises being saved by successful advertisement are not deficient.