A Brief Study on Chinese and Foreign Commercial Advertisements.doc
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1、Study on Chinese and Foreign Commercial AdvertisementsAbstract: With the flourishing development of Chinas economy and the entry into the WTO,enterprises at home and abroad are facing the problems of commercial advertisements integrated with the world, namely the difference between Chinese and weste
2、rn commercial advertisements. This article has used a number of examples to analyze Chinese and western advertisements mainly from the cultural background, thinking mode, linguistic difference and so on. It will explore the differences to upgrade advertisements innovation level(创意水平)in China into a
3、new stage.Key words:Commercial advertisement; comparison between China and foreign country; cultural difference; 摘 要: 随着中国对外贸易的蓬勃发展及加入世界贸易组织,中外企业都面临着商务广告与国际接轨的问题,即中西方商务广告差异性问题。本文通过大量广告实例,从文化背景,思维方式,语言差异等角度对中外商务广告进行具体的分析,探讨了中外商务广告的差异性,将中国的广告创意水平提高到新的阶段。关键词:商业广告 ;中西对比; 文化差异;1. Introduction1.1. Concept
4、ion of Commercial Advertisements Advertising is a promotional means which is generally valued and wildly applied by enterprises. Commercial advertisement is made for benefit and for publicizing a product so that people would like to buy it. It is a mass communication activity, the goal of which is s
5、ales promotion at a certain cost, which spreads commodities or services and other relevant economic information through specific media. So we can say Advertisement is the best way to spend money advocating their products and enterprises, so as to increase their publicity and sales. This is also the
6、purpose of advertisement. From the cultural perspective, the culture environment where commercial advertisements spread is actually a kind of objective existence of culture. Commercialadvertisementsarepromoterofmerchandiseandbroadcasterofculture.Ittakescultureasitscarrier.Atthesametime,thecultureuse
7、advertisementstospread.Therefore,bothadvertisementsandculturemutuallyexistandcontributeto thesociety. We can see that, knowing the commercial advertising culture and clarifying the different cultural background are of great importance to our commercial advertisings creation. So I think the analysis
8、of the differences between Chinese and western culture is the premise of knowing the differences of commercial advertising.1.2. Effect of Commercial Advertisement Commercial advertisement is not only an economic phenomenon with its utilitarianism, but also a cultural phenomenon with its thought. The
9、refore, commercial advertising on the one hand, can promote the sales, guide consumption with its commercial functions. On the other hand, it also should serve the society, spread ideas, morality, cultural conceptions that fit for the demands of society and conform to the interest of people. So it n
10、ecessarily has its social function.1.3.Purpose of study on Commercial Advertisement1.3. Purpose of Studying Commercial Advertisement Usually, commercial advertisement is an important means of communicating information among commodity producers, operators and consumers, or an important way for busine
11、ss to occupy the market, sell products and provide labor services. This paper, by analyzing similarities and differences of culture, language, presenting of commercial advertising between China and foreign countries, tries to understand the differences between them and find out the points in foreign
12、 advertising that deserves study, strengthen the communication with international advertising, develop Chinese advertising and make China enter into the ranks of advanced countries in advertising. Professor ChenPeiai of Fudan university once pointed out that the difference in advertising levels betw
13、een China and the developed countries lies in the more highlighting cultural background(1992;94), especially for a nation with five thousand years historical and cultural background, the advertisings style, concept, and language etc. have a clear difference from that of foreign countries.2.The Relat
14、ionship Between Culture and Language Culture is the all and the one which consists of social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking. Language is accompanied by the creation of the human society; it is the direct manifest
15、ation of thinking. Language reflects the characteristics of a nation, which not only includes the nations historical and cultural backgrounds, but holds on the nations view of life, the way of life and thinking. Culture is diverse, language is also varied (Chen, 2000:20).When the nation as a languag
16、e, living areas, economic life and psychological stability community appears in the history of mankind, language is deeply stamped with the brand of a nation; it is the most typical characterization of the nation and national culture. Language is a means of expressing cultural customs. As a part of
17、culture, it plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of cultureno language, no culture (Pan, 2001:30).From another aspect, language is affected by language and reflected the cu
18、lture. Language is based on the historical and cultural aspects. The nations way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorption ought to pass the language to achieve. Language and culture
19、influence each other; we should try to understand language and culture and learn them. Language is like a mirror which reflects the entire culture, and every nation has its own culture. Language as the carrier and idea of culture, its representation form is influenced and restricted by culture. Unde
20、rstand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open up their vision, learn more about the cultural and language differ
21、ences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of language and culture. The charm of the language of instruction is
22、 fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight. Chinese and Western advertising languages let us deepen our understanding of foreign countries, and bring to the world of cro
23、ss-cultural exchanges.3. The Differences Between Chinese and Foreign Business Advertisements3.1. The Culture Difference Between Chinese and Foreign Business Advertising Advertising reflects the national culture in some extent. This article discussed the cultural differences between the East and West
24、 reflected in the Sino-British advertising from these three aspects: group orientation and personal orientation, indirectness and directness, authority and fact.3.1.1 Collectivism Orientation vs. Individualism Orientation A culture high in individualism would emphasize personal achievement, innovati
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