中外广告对比(英文版).ppt

Advertising ContrastBetweenChina and West Thank you~~ * Washing machine Ice cream 冰箱已是它的地盘，活着还有什么意义。 Collectivism and Individualism Innovative and hidebound (墨守成规的) Talk in a roundabout or straightforward way Positive and ironical （反语的） 1.AD is a reflection of culture Chinese ad reflects a group a common idea: to emphasize the whole, attaches great importance to the family and kinship. Western advertisement is a reflection of their self-centered culture, emphasizing the individuals independence and personality. China West collectivism individualism A collectivist culture is one in which people tend to view themselves as members of groups and usually consider the needs of the group to be more important than the needs of individuals. An individualist culture is one in which people tend to view themselves as individuals and to emphasize the needs of individuals. China (Collectivism) 小小瑞士糖 快乐齐分享 专业保护 健康全家 West (Individualism) To me, the past is black and white，but the future is always color． 对我而言，过去平淡无奇 而未来，却多姿多彩 ——轩尼诗酒 Time is what you make of it. ——Swatch Obey your thirst． 服从你的渴望 ——Sprite 2. Different thinking way Western AD always comes straight to the point, so it’s not so hard to imagine what will be introduced. Chinese AD shows people the goods in an indirect way, especially when they are concerned with emotions. Only melt in the mouth instead of in the hands . West (straightforward) 不溶在手，只溶在口。 ——MM’s Life comes at you fast. China (roundabout)委婉的 懂得生活，就懂得感受每个瞬间。享受生命里的所有美好。享受行走，每一步都是享受。 3. Positive and ironic Chinese AD would like to show people the positive aspects of goods, that is, nearly every benefits are told. Western AD prefers to show goods in an ironic way, in other words, it looks as if the goods were bad. It makes people to think more about it. 自打吃了盖中盖