Abstract:

With the globalization of the world economy, people can buy foreign products in their own country. As a result, there are many foreign products advertisements in the mass media. However, a variety of the ideological, cultural and traditional differences can lead to cultural conflicts and misunderstandings. This paper firstly collects a few typical American and Chinese beer advertisements, then analyze their differences from the cultural perspective and summarize the features and cultural values of the two nations’ advertisements. Finally, it suggests Chinese advertisements learn from American ones and offer some advertising strategies for Chinese advertisements.

Key words: beer advertisement, values,America,China

摘要：

随着世界经济一体化趋势，人们可以在本国购买到其他国家的产品。因此，在大量的媒体广告中随处可见外国商品的身影。然而，由于意识观念、文化和传统上等的诸多差异有时会产生文化冲突和误解。本文收集了一些代表性的中国和美国的啤酒广告，然后从文化角度分析两国啤酒广告异同点并透过广告总结两国广告的特点和的文化价值观，最后还指出中国广告要学习美国广告，并给给出了一些广告策略。

关键词：啤酒广告，价值，美国，中国   

1. Introduction
The word “advertising” is originated from the Latin word “advertere”, which means “to catch people’s attention and attract everyone eyes”. In the Middle ages, that word means" make someone notice something", or “to inform someone of something, to attract the attention of others.” It is not until the end of 17th century that the word “advertising” obtained the meaning “to spread commercial information”.
Nowadays, advertisement is already an important part of people’s lives. You can see advertisements everywhere and anytime. In short, we are living in a world of advertising. Advertising can promptly deliver the message to the public through various media channels.
 Beer is a favorite beverage in China and the United States. So the two countries have their own brands of beer. In order to promote their production , the beer enterprises put a lot of money to advertise their own brand of beer each year.