1、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 To Explore the China and Western Cultural Difference through Advertisement Originality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 To Explore the China and Western CulturalDifference through Advertisement Originality Chai ya fangXink
2、e College of Henan Institute of Science and Technology April , 2013ContentsAcknowledgmentsThe present paper is accomplished with the guidance and the help of my honorable supervisor. I would like to express my sincere gratitude to Mrs. Zhao, who spared no efforts to examine the drafts and offered il
3、luminating suggestions for it. My acknowledgment will be undoubtedly first of all given to her, since without her guidance; the paper could not have been brought to the present appearance.Then, I would like to express my heartfelt thanks to all the teachers who have taught me in the past four years.
4、 Without their help and guidance, I could not have mastered so much knowledge and learned how to write a paper.I also want to give my sincere thanks to all my classmates and friends who have given so much help in the material-collecting and reorganizing. I thank them for their unreserved support to
5、my work at this paper.AbstractAs a cultural product，advertisement roots in the soil of national culture，and merges into the cultural environment formed of history、and regionsDifferent cultural backgrounds and values have deep influence on the expressive mode and the creation of the advertisement. Th
6、is paper aims to analyze the different culture between China and western countries from the perspective of advertising creativity by comparing advertising cases, showing both their different features and common features. Based on the compare of different advertising creativity in Chinese and western
7、 cultures, their cultural differences will be investigated from some perspectives: philosophical ideology, their ways of thinking , value orientation and cultural traditions, in hope of promoting cross-cultural communication and realize the integration of nationalizing and globalization of Chinese a
8、nd western advertising creativity. The present paper aims at finding out the different cultures between China and western countries in advertising creativity. The paper begins with some general definition about culture, advertising creativity, and the relationship between culture and advertising cre
9、ativity. Then introduce the features of advertising creativity in China and western country. From philosophical ideology, their ways of thinking, value orientation and cultural traditions, realize that base on Chinese advertisement its own national characteristic foundation，absorbs the Western adver
10、tisement creativity the advanced experience，realizes Chinese society own characteristic and the Western world advanced creativity and the supervising and managing experience union. Key words: advertising creativity; Chinese and western culture; cultural difference 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
11、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
12、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. Introduction With the rapid development of economy, advertisement has come into every field of society and it has gradually become a typical social phenomenon and cultural pattern. Nowadays, advertising like air is f
13、illed with every corner. Newspaper, TV, browsing the web, even listen to the radio, advertising is everywhere. No matter if you have noticed that advertising has become an important part of our daily life .Advertising has found its way into all walks of life and every aspect of society, and even bec
14、ome an important part of our everyday life. It is commonly believed that advertising is an effective method for producers to convey information about their goods and services to potential consumers so as to promote sales. Therefore, the primary goal of advertisements is to attract consumers interest
15、s and try to appeal to their tastes as much as possible. Because of its utility purpose, the creativity in advertisement must be both concise and effective. In addition, advertising creativity is also the product of certain culture, and as an indispensable media channel to communicate information, a
16、dvertising creativity in those business advertisements definitely reflects cultural values to some degree and it is possible that the difference between various culture systems could be figured out by comparing those advertising creativity. This paper tries to make a comparison of cultural differenc
17、es between China and western countries by analyzing advertising creativity from some perspectives: philosophical ideology, their ways of thinking, value orientation and cultural traditions so as to help people better understand the cultural diversity in the trend of globalization and accelerate the
18、cross -cultural communication. Culture and Advertising Creativity2.1 The definition and forms of culture2.1.1 The Definition of CuitureCulture is the distinctive feature, by which we can divided different nations. Culture is the all and the one which consist by social behavior, art, beliefs, customs
19、 transmission through society conduct and all other products of human work and thinking .2.1.2 The Forms of Cultureculture is diversity.It is not only the content, but also the form . Regardless of the ancient culture and modern culture, the official culture and folk culture, elite culture and mass
20、culture, there are all have different forms. Which penetration in all aspects of social life, culture, moral, political, military, religion, literature, art, education, science and technology activities, are typical of major cultural forms.There are three common features typical of all cultures-comp
21、rehensive, dynamic and distinctive.It is first of all a comprehensive system consisting of various aspects of the society in which it functions. The components of a culture include material and moral, concrete and abstract, surface and deep elements, which are interdependent on one another. The lack
22、 of any one of these factors will inevitably affect the culture as a whole. Beside, a culture has some dynamic qualities, which is reflected in such term as learned,acquired and knowledge. Rather than something one is born with, a culture is a set of action and behavior patterns gained through learn
23、ing. Thus, we have known that culture is the behavior which shows by members of a community in their daily life, which is commonly accept by most people.2.2 The definition and forms of advertising creativity2.2.1 The definition of advertising creativityGeneral understanding ,It consists of the adver
24、tising creative thinking activity, as long as it is involved in creating new aspects, from strategy, image, to tactical as well as the media of choice .Narrow understanding ,In reality, the advertising is more willing to advertising works of creative thinking to define the advertising creative. Adve
25、rtising creative is simply through bold new approach to create different visual and sound effects, the maximum to attract consumers, so as to achieve the purpose of brand communication and product marketing. 2.2.2 The Forms of Advertising CreativityAdvertising creativity should combinate with the lo
26、cal culture. Advertising creativity must pay close attention to social dynamics, the latest trends of consumers , new aesthetic trend of society, the latest fashion culture,social hot spots and the new ideas that could be inspire and so on.Respect local culture, to explore the audience culture to lo
27、cal culture as the tone of the advertising creativity is a big trend. Advertising creativity source comes from the real society, in the target market. Successful advertising creativity are always ask people do thing in-depth social, make some market survey, understand the consumer. Advertising creat
28、ivity has a varied of forms, just like people to speak .sometimes a word, a sentence, a poem can express clearly. Sometimes an Eye, a look, a body is enough to express the same meaning and attitude. From the social practice, we can see that advertising creativity has the function of rich the life de
29、mand and reengineering industry value.2.3 The Relationship between Culture and Advertising Creativity Advertising is a business, an art, an institution, and a cultural phenomenon. Meanwhile, advertising creativity has clear purposes and its most important function is to promote. The designs of adver
30、tising are various such as sounds, pictures, images and audios. But no matter how the designs change, advertising creativity has always been the most significant and fundamental in advertising .Advertising is not only a product of economic development, but also with the change of culture is closely
31、linked. The advertisement is a kind of manifestation of culture, its under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .Advertising creativity comes from cultu
32、re, due to the cultural differences between Chinese and western, lead to cultural advertising has the different values of the ways of thinking and logics.When making advertising creative, therefore, will have different thought Interpretation method and point of view, will lead to the same goods that has so much distinct effect.Advertising as a means of information dissemination, the public of information and habits need to be taken into account .Grasp the differences between Chinese and western culture and to take advantage of advertising is the es
