Analysis of Differences Between Chinese and American Culture Based on Original Advertisement 从原创广告分析中美文化差异.doc

本科毕业论文 Analysis of Differences Between Chinese and American Culture Based on Original Advertisement 从原创广告分析中美文化差异 Contents Abstract ………………………………………………………………………………I Key Words ……………………………………………………………………………I 摘要......…………………………………………………………………………......Ⅱ 关键词..…………………………………………………………………………......Ⅱ Introduction…………………………………………………………………………..1 Ⅰ.Brief Introduction of Advertising…………………………………………………2 A.The Concept of Advertising…………….....................…………………………2 B. The History of Advertising……...........................……………………………...3 C. The Important Function of Advertising in Across-Cultures……………………4 1. An Important Carrier in the Cultural Transmission…............………………4 2.Adaptation to the Tendency of Economic Globalization……….……………5 Ⅱ.Analysis of Chinese and American Cultural Infiltration from Original Advertisement….........…………………………………………..……………………6 A. Influences of Chinese and American Languages on Advertising….………...…6 1. Language Differences……………………………………………..…............6 2.Slogan…………………………………………………………………………7 B. Influences of Social Customs……………………………..............……………8 C. Individual Values of the Two Peoples….………..........………………………9 Ⅲ. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission………………………………………………………………………..11 A. Cultural Innovation …...................……………………………………………11 B. Overcoming Fixed Modes of Thinking…………………………………..…12 C. Rational Consideration of the National Culture and Foreign Cultures………12 Conclusion……………………………………………………………………………13 Acknowledgements…………………………………………………………………14 Bibliography…………………………………………………………………………15Abstract Advertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Addddvertising gives the audience visual appreciation so that it also influences people’s way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural struc