An Analysis of Cultural Differences in Chinese and English Advertisements

Abstract

With the globalization of the world economy, trade between countries is increasing and deepening so that business communication is growing. In fact, business communication today is intercultural communication. Different nations and countries, however, have their own cultures. In order to communicate with each other better, human beings must learn about different cultures. 

Advertisement, as an important part of people’s life, is the product of culture and one of ways to learn about different cultures. There is an ancient Chinese “Food is the paramount necessity of people”. Therefore, selecting food advertisements as the research object is more representative. Combined with specific food advertising materials and related information, this paper will analyze the differences between Chinese and English food advertisements from the perspective of culture. Therefore, readers will have a richer and deeper understanding of the cultural differences behind Chinese and English advertisements.

This thesis consists of four parts. The first part briefly introduces advertisement, including the definition and general two functions of it; in the second part, culture will be defined. What’s more, five features of culture and the relationship between culture and advertisement will be discussed; the third part illustrates the concrete manifestation of cultural differences in Chinese and English food advertisements, which includes different thinking method, creative style, attitudes towards authority, focuses and ways of expression. The last part explains the reasons for causing such differences.

Key Words: culture; cultural differences; food advertisements