中外广告对比.pptVIP

Advertising ContrastBetweenChina and West 第一页，共三十一页。 Washing machine 第二页，共三十一页。 Ice cream 第三页，共三十一页。 冰箱已是它的地盘，活着还有什么意义。 第四页，共三十一页。 Collectivism and Individualism Innovative and hidebound (墨守成规的) Talk in a roundabout or straightforward way Positive and ironical （反语的） 第五页，共三十一页。 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. 第六页，共三十一页。 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. 第七页，共三十一页。 China (Collectivism) 第八页，共三十一页。 小小瑞士糖 快乐齐分享 第九页，共三十一页。 专业保护 健康全家 第十页，共三十一页。 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 第十一页，共三十一页。 Time is what you make of it. ——Swatch 第十二页，共三十一页。 Obey your thirst． 服从你的渴望 ——Sprite 第十三页，共三十一页。 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. 第十四页，共三十一页。 Only melt in the mouth instead of in the hands . West (straightforward) 不溶在手，只溶在口。 ——MM’s 第十五页，共三十一页。 第十六页，共三十一页。 Life comes at you fast. 第十七页，共三十一页。 China (roundabout)委婉的 第十八页，共三十一页。 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。 第十九页，共三十一页。 3. Positive and ironic Chinese AD would