中美廣告中的不同文化價(jià)值

畢業(yè)論文

Different Cultural Values in Chinese and American Advertisement

Abstract

    Lying in a continually changing and developing situation, Chinese advertisements not only hold traditional culture of their own, but also absorb the advanced western culture, which is the mainstream of Chinese advertising development. It is the most significant comparison between China a developing and low-income state and America a developed and high-income state. This thesis explores the different cultural values through the comparison of sense of time, tendency of expression, and social relationship, which specifically speaking, refers to the past-oriented vs. future-oriented, long-term tendency vs. short-term tendency, collectivism vs. individualism cultural values. Then, it discusses the reason of the existing different cultural values between Chinese and American advertisement from several aspects of society, religion and philosophy. Thus, it arrives at some inspirations in cultural values through the comparison. The finding is that Chinese advertisement should hold traditional culture and absorb the western culture, which can help understand cultural differences between the United States and China so as to realize better communication.

Key Words: Chinese advertisement; American advertisement; cultural value; difference

摘  要

中國(guó)廣告處在1個(gè)不斷變化和發(fā)展的階段，在保持中國(guó)傳統(tǒng)文化的同時(shí)，亦吸收西方先進(jìn)的文化，這是中國(guó)廣告發(fā)展的主流。中國(guó)是1個(gè)發(fā)展中的低收入國(guó)家，美國(guó)是1個(gè)發(fā)達(dá)的高收入國(guó)家，在這兩者之間進(jìn)行廣告內(nèi)容的文化價(jià)值比較是非常重要的。本文通過(guò)對(duì)比中美廣告在時(shí)間觀念，表達(dá)形式，以及社會(huì)關(guān)系這幾個(gè)方面來(lái)反映中美廣告中所蘊(yùn)涵的不同的文化價(jià)值。更具體的來(lái)說(shuō)，是對(duì)后顧性/前瞻性，長(zhǎng)期趨勢(shì)/短期趨勢(shì)，集體主義/個(gè)人主義這幾個(gè)維度中來(lái)體現(xiàn)文化差異。最后，從社會(huì)，宗教，哲學(xué)等方面來(lái)說(shuō)明產(chǎn)生中美廣告中不同文化價(jià)值的原因。中國(guó)廣告即保持傳統(tǒng)文化又吸收西方文化的特點(diǎn)是本文在這方面研究所得出的成果，這能夠幫助了解中美的文化差異實(shí)現(xiàn)兩國(guó)更好的交流。

關(guān)鍵詞：中國(guó)廣告、美國(guó)廣告、文化價(jià)值、差異

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