The Cultural Differences from Advertisements.docVIP

The Cultural Differences from Advertisements Abstract In this paper, we investigate the cultural differences between China and western countries in advertisements. First, from the perspective of characters, commonly Chinese people are implicit, while westerners are lively and bold. Also, according to words and phrases in advertisements, we infer that Chinese emphasize the form very much. Finally, we find that both Chinese and westerners have different preferences of advertisement styles. Introduction Under the circumstance of economic globalization, the communication among countries is so frequent that countries have more intimate relationships than ever. Besides, cultures also interact with each other. Advertisement is one of the ways which reflect the cultures of countries. Therefore, the cultural differences from advertisements have become a hot topic attracting considerable manufacturers and wide attentions of consumers. Our study demonstrates the influencing factors in this relationship between advertisements and cultures. The rest of the paper is organized as follows. Section 2 states the different characters reflect in cultures and advertisements between China and western countries. Section 3 compares Chinese AD slogans and Western AD slogans, and explores the notion of “Form First” from the different aspect. Section 4 states the preference of advertisement style. We conclude in Section 5. 2. Characters 2.1 Cultures reflected in advertisements There are many statements about definition of culture; one of them is the complex whole which includes knowledge, belief, art, morals, law, customs, and many other capabilities and habits acquired by members of society. [1] And according to A.L Kroeber and Kluckhohn, the definition of culture reads “Culture consists of patterns, explicit and implicit, of and for behavior acquired and transmitted by symbols, constituting the distinctive achievements of human groups, including their embodiment in artifacts “[2] There