从汽车广告看中西文化差异_英语论文

Cultural Differences between China and the West Seen from Auto Advertising 

摘要

在当今世界，国与国之间的联系越来越密切，全球贸易日益频繁，有效地调节文化差异将有助于经济贸易的发展。随着汽车工业的发展，汽车广告开始走入人们的生活，并影响着人们的生活方式，所以对汽车广告的研究具有一定的社会意义，本文比较分析了中西汽车广告，并探究中西文化差异。

本文首先介绍了中西方汽车广告的发展历程和现状，揭示了中西汽车广告发展的内在联系。从个人主义与集体主义、价值取向、思维模式、权利差距及幽默五个方面对中西汽车广告进行全面具体的比较，搜集了大量的汽车广告及数据，以内容分析和案例分析为研究方法，分析汽车广告中体现出来的中西文化差异。然后以文化差异为依据对中国汽车广告的发展提出建议。基于以上分析，本文得出结论：在中西汽车广告之间存在着诸多文化差异，同时文化差异对汽车广告有着重要的影响。

关键词：汽车广告，对比分析，中西文化差异

Abstract

In today's world, the connection between countries becomes more and more close, and global trade becomes increasingly frequent. Learning to alter cultural differences effectively is helpful to the business communication and the development of economy and trade. Along with the development of auto industry, auto advertising starts walking into people's life and affects people's lifestyle. Therefore, the research on auto advertising bears certain social significance. This thesis compares and analyses auto advertisings from China and the West and explores their differences caused by Chinese and Western culture respectively.

This thesis firstly introduces the development history and current situation of Chinese and Western auto advertising, revealing the inner relation between Chinese and Western auto advertising. This thesis conducts a comprehensive and specific comparison between Chinese and Western advertisings on five aspects of culture: individualism vs. collectivism, value orientation, thinking pattern, power distance and humor by collecting a number of auto advertisings and data. It uses content analysis and case study as research methods, trying to research on the cultural differences reflected in auto advertisings. Then it makes some suggestions for the development of the Chinese advertising based on cultural differences. On the basis of the above analysis, this thesis concludes: there are many cultural differences between Chinese and Western auto advertisings, at the same time, cultural differences have significance impacts on auto advertising.

Key words: auto advertising, contrastive analysis, Chinese and Western cultural differences 

Contents

摘要 II

Abstract III

1  Introduction 1

1.1 Study background 1

1.1.1 The development of auto advertising in the World 1

1.1.2 The development of Chinese auto advertising 2

1.2 Significance of the study 3

2  Literature review 5

2.1 Researches on advertising 5

2.1.1 Definition of advertising 5

2.1.2 Classification of advertising 5

2.1.3 Previous researches on advertising 6

2.1.4 Researches on auto advertising 7

2.2 Researches on cultural difference 8

2.2.1 Definitions of culture 8

2.2.2 Cultural difference 9

3 Comparison of Chinese and Western culture in auto advertising 11

3.1 Individualism vs. Collectivism 11

3.2 Value orientation 12

3.3 Thinking pattern 13

3.4 Power distance 15

3.5 Humor 16

4  Suggestions for Chinese advertisers 18

4.1 Learning people-first values from the West 18

4.2 Respect for cultural differences 19

4.3 Learning the spirit of innovation from the West 20

5  Conclusion 21

Works cited 23