An Analysis of Value Differences between Chinese and Americans on Advertising 英语(毕业论文).docVIP

An Analysis of Value Differences between Chinese and Americans on Advertising 1. Introduction With the rapid development of the modern society, advertisements, as an essential part of our daily life, is getting more and more creative and diversified. We regard ads as essential because, undoubtedly, advertising gives useful information about which products to buy. But modern advertising does more than giving news about products and services. Todays advertisements, or ads, try to get consumers to buy certain brands. Writers of advertisements are so skillful that they can sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal, or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it. For example, you probably do not need the newest cheese in the supermarket, there are probably many cheese brands on your kitchen shelves. You may not have space on a shelf for another. But if you see ads about a new cheese that is extra-tasty and has a free prize in the box, you may want it. Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling. One example is an ad that says eating a kind of cheese will make a person do well in sports. That cheese brand may sell better if consumers think it offers strength and energy, you see, that is the influence of advertisements ,while, although these ads share numerous similarities and have the same purpose for benefits, differences still exist in the cultural expressions between china and western countries like America ,for instance. 2. An analysis of language difference We know that as a carrier of culture, each word of a language stands for a certain meaning , with the trend of globalization, advertising language is far beyond a daily communication. ,at the same time ,ad