從原創(chuàng)廣告分析中美文化差異

英語論文編號(hào):YY121  字?jǐn)?shù):6272,頁數(shù):20

Contents

Abstract ....................................................................I
Key Words ……………………………………………………………………………I
摘要......…………………………………………………………………………......Ⅱ
關(guān)鍵詞..…………………………………………………………………………......Ⅱ
Introduction…………………………………………………………………………..1
Ⅰ.Brief Introduction of Advertising…………………………………………………2
   A.The Concept of Advertising....................................................................2
   B. The History of Advertising....................................................................3
   C. The Important Function of Advertising in Across-Cultures……………………4
     1. An Important Carrier in the Cultural Transmission…............………………4
     2.Adaptation to the Tendency of Economic Globalization……….……………5
Ⅱ.Analysis of Chinese and American Cultural Infiltration from Original Advertisement宋體Contents

Abstract ............................................................................I
Key Words ...........................................................................I
摘要.................................................................................I
關(guān)鍵詞...............................................................................I
Introduction.........................................................................1
Ⅰ.Brief Introduction of Advertising.................................................2
   A.The Concept of Advertising......................................................2
   B. The History of Advertising.....................................................3
   C. The Important Function of Advertising in Across-Cultures.......................4
     1. An Important Carrier in the Cultural Transmission............................4
     2.Adaptation to the Tendency of Economic Globalization..........................5
Ⅱ.Analysis of Chinese and American Cultural Infiltration from Original Advertisement6
   A. Influences of Chinese and American Languages on Advertising....................6
     1. Language Differences.........................................................6
     2.Slogan........................................................................7
   B. Influences of Social Customs...................................................8
   C. Individual Values of the Two Peoples...........................................9
Ⅲ. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission.....11
   A. Cultural Innovation ...........................................................11
   B. Overcoming Fixed Modes of Thinking.............................................12
   C. Rational Consideration of the National Culture and Foreign Cultures............12
Conclusion...........................................................................13
Acknowledgements.....................................................................14
Bibliography.........................................................................15  

Abstract

       Advertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Advertising gives the audience visual appreciation so that it also influences people’s 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 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 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 transmission.

Key Words

Original advertisement; culture transmission; cultural differences

摘　  要

      廣告是一種頗具社會(huì)形態(tài)的文化現(xiàn)象，是顯示社會(huì)進(jìn)步的通俗畫卷。廣告以其獨(dú)特的視覺沖擊力，滲透廣大民眾的眼球，影響著人們的思維，甚至支配著人們的行為。廣告?zhèn)鞑�擴(kuò)大了人類文明的成果，改變著民族間原本的文化構(gòu)架。作為一種文化傳播的形式，廣告在各國的文化滲透中產(chǎn)生重大影響。本文主要講述廣告在當(dāng)今社會(huì)的重大作用并透射出中美兩國伴隨廣告這種跨文化傳播方式所體現(xiàn)的語言，價(jià)值取向，社會(huì)風(fēng)俗等方面的差異，它們可以說是跨文化廣告?zhèn)鞑ブ小皾撛诘南葳濉辈⑶沂窃趶V告的信息交流中發(fā)揮重要作用的傳播因素。由此提出如何協(xié)調(diào)中美廣告跨文化傳播中的差異，使兩國通過廣告尋覓文化之間的共同點(diǎn)，并架構(gòu)起東西方文化連接的橋梁。

關(guān)鍵詞

原創(chuàng)廣告，文化傳播，文化差異