摘 要
本文研究的主要对象是中西方饮料广告的跨文化差异。全文主要从三方面来进行讨论。首先从价值观的角度展开讨论，在不同价值观导向下的中西方饮料广告的不同点。通过对饮料广告的语言的比较，了解中西方饮料广告的语言特色，从而进一步了解两者的区别。最后从两者创新方面的比较来得出中西方饮料广告的跨文化差异。通过研究，了解中西方广告的指导思想，表达的内容和表现的形式，从而应对由于经济全球化和跨文化交流深入而带来的竞争压力。
关键词：中国饮料广告；西方饮料广告；跨文化交际
ABSTRACT
The main object of this paper is cross-cultural differences between Chinese and western advertisements of drinks. This thesis is done mainly from three aspects. First from the aspect of value, this paper explores differences of Chinese and western ads of drinks under different values. Then, it studies advertising languages of ads of drinks to realize linguistic features of Chinese and western ads of drinks and to make a further understanding of their differences. Finally, it discusses creative strategies to conclude cross-cultural differences between Chinese and western ads of drinks. Through this research, this paper delves into the guiding ideology, content and form of expression of Chinese and western ads to deal with pressure of competition caused by economic globalization and cross-cultural communication.
Key words：Chinese beverage advertisement; western beverage advertisement; cross-cultural communication
Contents
1．Introduction 1
2. The difference of value reflected in Chinese and western advertising 2
2.1 Group vs. Individualism Orientation 2
2.2 Being vs Doing 5
3. Advertising Language 7
3.1 The difference of advertising language 7
3.1.1 Chinese advertising language 8
3.1.2 Western advertising langauge 9
3.2 Comparison of words’ cultural implication 9
4. Advertising Strategy 12
4.1 Intuition vs. logical thinking 12
4.2 Advertisement appeal 14
5．Conclusion 16
Acknowledgements 17
References 18
