Abstract

With the development of entering into WTO, the economical and cultural exchanges with foreign countries are becoming more and more often. Nearly everyone in the modern world is influenced by advertising. As a product of the modern commercialized society, advertising has captured increasing attention. 

     As advertising is developing rapidly with each passing day in our modern society, comparison between western and Chinese advertising from perspective of culture has been of more and more importance for the current globalization of the products and services. 

    This thesis will make a contrast and an analysis on the cultural differences between western and Chinese advertising. By exploring the different customs habits, living environment, religious beliefs and ancient poetry culture between Chinese and western advertising, culture can be clearly realized that culture has great influences on the advertising’s connotation. Besides, the reasons of the cultural differences between Chinese and western advertising will be studied in the paper. It is beneficial for cross-cultural communication.

Keywords: cultural differences; advertising; comparison

Contents

Abstract

摘要

1.Introduction1

2.Literature Review 1

2.1 The Advertising 1

2.2 The Culture Differences2

3.The Comparisons between Advertising between Chinese and western countries .4

3.1 Collectivism vs Individualism.4

3.2 Euphemism vs Immediacy 5

3.3Authority Emphasis vs Fact Emphasis.6

4.The Reasons for the Cultural Differences on Chinese and Western Advertising.7

4.1 Different Custom Habits.8

4.2 Different Religious Beliefs.9

4.3 Different Living Environment10

4.4 Different Ancient Poetry Culture.11

5.Conclusion12

Work Cited14