中西方广告中体现的文化差异-集体主义和个人主义_英语论文

Cultural Differences between Chinese and Western advertisements: Collectivism and Individualism

摘 要

广告是一种重要的商业活动，促进产品推销以及增加利润是它的根本属性。实际上，广告在传播商品信息的同时，也在引导着人们的消费观和价值观，从而形成了独特的广告文化。长时间以来，人们都只聚焦于广告的功利性，而忽略广告背后的社会文化。本文对中美两国的商业广告做了解读，对比分析了广告背后的文化差异，其中最明显的文化差异体现在广告对于集体主义与个人主义的阐释。本文通过对中美两国的广告中的文化差异原因的分析，希望能为读者的跨文化交流带来助益。

关键词: 广告 文化差异 价值观                                                     

Abstract

The advertisement is an important commercial activity; promoting sales of product and increasing profit are its basic attributes. In fact, when the advertisement is spreading the information of commodity, it has guided people’s consumption concepts and values at the same time which has formed the unique advertisement culture. For a long time, people only focus on the utility of advertisements and neglect the social culture behind them. This thesis has made a comparative analysis of the social culture behind Chinese and American advertisements, and the most obvious difference reflects in collectivism and the individualism. By the analysis of cultural differences in advertisements, I hope to bring some help to reader’s cross-cultural communication.

Keywords:advertisements  cultural differences  values