Abstract
With the rapid development of globalization, there are more and more opportunities for the communication between different countries in various fields. Advertising, as an main part of culture, has been attracted much attention from scholars in different countries. There are many studies of advertising related with several academic disciplines such as advertising, mass communication, intercultural communication, ethnology,sociology and linguistics. The study on cultural differences in advertising can help Chinese people to have a good understanding of American culture, then alleviate the cultural conflict between two countries, therefore this thesis carries on the contrastive studies of advertising language from the perspective of cultural differences in order to find out the cultural differences between China and the America. Firstly, by the methods of literature review, the thesis summarizes the cultural differences between America and China, then the study on the culture in Chinese and American advertisements are made by the comparison research. This study found that there are significant differences between the two countries in the values, thinking modes and ethics, and these cultural differences can be fully reflected in the Chinese and American advertising language. Then the Chinese advertising should fully aware of these differences to make full use of their own advantages, and to achieve effective integration of Chinese and American culture. Only by this integration of different cultures can Chinese advertising have a better development in the era of globalization.
Keywords: : cultural difference, advertising language, comparative study
CONTENTS
1. Introduction 1
2. The comparison of cultural differences between China and America 3
2.1 Comparison of values 3
2.2 Comparison of thinking modes 3
2.3 Ethical comparison 4
3. Development and features of advertising language 6
3.1 Development of advertising language 6
3.2 Features of advertising language 7
4. The cultural differences between Chinese and American values in Chinese and American advertising language 8
4.1 The embodiment of Chinese values in Chinese advertising language 8
4.2 The embodiment of American values in Western advertising language 8
4.3 Comparison of the differences of values between Chinese and American advertisements 10
5. The embodiment of Chinese and American thinking modes in Chinese and American advertising language 11
5.1 The embodiment of thinking modes in Chinese advertising language 11
5.2 The embodiment of thinking modes in Western advertising language 11
5.3 Comparison of the differences of thinking modes between Chinese and American Advertisements 12
6. The embodiment of ethics in Chinese and American advertising language 13
6.1 The embodiment of ethics in Chinese advertising language 13
6.2 The embodiment of ethics in Western advertising language 13
6.3 Comparison of the ethical differences between Chinese and American Advertisements 14
7. The development strategy of Chinese advertising language in the context of Globalization 15
7.1 An analysis of the advantages and disadvantages of Chinese advertising language 15
7.2 Suggestions on optimizing Chinese advertising language 15
8. Conclusion 17
Reference……………………………………………………………….19
