Contents
Abstract ………………………………………………………………………………I
Key Words ……………………………………………………………………………I
摘要......…………………………………………………………………………......Ⅱ
关键词..…………………………………………………………………………......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…....……………………6
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. Addddvertising 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
