摘  要

随着经济和科技的发展，广告在我们的生活中随处可见。在世界经济全球化的进程中，电视商业广告是一种在他国拓展市场的必不可少的手段。类似的广告语在不同的国家会引发不同的凡响。比如前一段时间的红牛广告在美国被罚事件就引起了不小的轰动。这个事件让人们开始注意到文化的差异性。在不同的文化背景下，人们对广告的看法会不同。本文采用比较的方法来分析中美电视商业广告特点以及中美文化差异对其影响。在他国或地区做广告之前需要了解相关文化背景以及他们的禁忌才能投其所好，从而更好地开拓海外市场。只有了解到目标顾客的喜好，才能激起他们的购买欲。本文主要从历史，宗教信仰，文化禁忌和语言等方面来探讨海外投入广告时应该注意的因素。

关键词：电视商业广告；特点；文化差异；影响

Abstract

With the development of economy and technology, advertisements appear in every area of our daily life. In the process of the world economic globalization, the TV commercial advertisement is a necessary way in expanding to other country’s market. The similar advertisement slogan will have totally different repercussions when they are showed in different countries. For example, American fired the Chinese drink “Red Bull” not long ago. The event has caused a huge sensation in China. This situation has made people pay a lot of attention to the cultural differences. We should know that people will have different ideas when they are in different background. This thesis adopts a comparative approach to probe into the different features and of TV commercials and the influences of cultural differences on TV commercials between China and America. We should know that it is better to understand other countries’ cultural background and taboos before producing and putting this advertisement into their market. The only way that we can expand the oversea market efficiently is to figure out what the target customers like so that we can get their interests and arouse their desire to purchase. This thesis mainly analyzes the following aspects that the oversea advertisement should pay great attention to. They are history, religion and belief, cultural taboos and language.

Key words: TV commercials; features; cultural differences; influence