Abstract

With the development of science and economy, the cooperation of international economical trade is becoming more and more important. As a tool to attract consumers to buy products, advertisement plays an important role in the cooperation. Culture deeply affects advertisement. This thesis mainly analyzes the difference of Chinese and Western advertisements from the perspective of culture, and finds out the difference by comparison, which makes us find that the differences are very obvious. So when we read or watch Chinese or Western advertisements, we need to fully understand every cultural background. Only by this means can we create better advertisements to expand trade between China and the West. 

Key words: Advertising, China, west, culture, differences, comparison, values

CONTENTS

Abstract

摘要

1.-Introduction-1

2. The Definition and Characteristics of Culture-2

2.1 The definition of culture-2

2. 2 Characteristics of culture-3

2.2.1 Learnability-3

2.2.2 Heterogeneity-3

2.2.3 Diversity-3

2.2.4 Continuity-4

3. The Relationship between Culture and Advertisement-4

3.1 Cultural characteristics of contemporary advertising-4

3.1.1 Interpretation of physical commodity culture on self-positioning-4

3.1.2Desalination of the aesthetic characteristics for commercial purposes-5

4. Differences between Chinese and Western Advertisements-5

4.1 From the perspective of culture-5

4.2 From individualism/collectivism-6

4.2.1 Hofstede’s individualism/collectivism-6

4.2.2 Western culture of individualism and collectivism in Chinese culture-7

4.3 From the dimension of power distance-8

4.3.1 Hofstede's power distance theory-8

4.3.2 The gap between different levels of authority in western culture-9

4.4 From the uncertainty avoidance dimension-10

4.5 From changes in Western culture and the stability in Chinese culture-10

4.6 From masculinity and femininity-12

4.7 From long-term orientation / short-term orientation-12

5 Conclusion-13

References-15