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中美廣告中的不同文化價值
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
中國廣告處在1個不斷變化和發(fā)展的階段，在保持中國傳統(tǒng)文化的同時，亦吸收西方先進的文化，這是中國廣告發(fā)展的主流。中國是1個發(fā)展中的低收入國家，美國是1個發(fā)達的高收入國家，在這兩者之間進行廣告內(nèi)容的文化價值比較是非常重要的。本文通過對比中美廣告在時間觀念，表達形式，以及社會關系這幾個方面來反映中美廣告中所蘊涵的不同的文化價值。更具體的來說，是對后顧性/前瞻性，長期趨勢/短期趨勢，集體主義/個人主義這幾個維度中來體現(xiàn)文化差異。最后，從社會，宗教，哲學等方面來說明產(chǎn)生中美廣告中不同文化價值的原因。中國廣告即保持傳統(tǒng)文化又吸收西方文化的特點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現(xiàn)兩國更好的交流。
關鍵詞：中國廣告、美國廣告、文化價值、差異
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