论文总字数：27961字

摘 要

随着经济和科技的发展，广告已经渗透到生活的方方面面。广告可以反映社会、科技和经济关系的根本变化，但是广告中出现这些变化的主要因素还是文化。这篇论文尝试从文化的角度来分析中西方广告的不同。文化价值观、思维模式和社会习俗都会在这篇文章中进行分析。另外，中西方文化价值观的不同将会从四个方面来讨论：集体主义与个体主义、权威与自由、尊敬和喜爱以及稳定与多变 。这篇有关广告研究的论文，不仅可以帮助消费者更好的理解广告，还可以帮助广告设计者对中西方文化的差异有更深入了解。

关键词：文化；中西方广告；文化价值观；思维模式；社会习俗

Contents

1. Introduction 1

2. Literature Review 2

2.1 The definitions of culture and language 2

2.2 The relationship between culture and language 2

3. Advertsing 3

3.1 The definition of advertising 3

3.2 The relationship between culture and advertising 3

4. Cultural Differences in Advertising Between China and the West. 3

4.1 Cultural values 3

4.2 The mode of thinking 8

4.3 Social customs 9

5. Conclusion...................................................................................................10

6. Works Cited................................................................................................12

1. Introduction

In the twenty-first century, advertising can be seen on television, on the Internet, on the street and on any places that you can imagine. The function of advertising is to let the potential customers know the new products of companies and tease the customers. Richards and Curran (74) defined advertising as “a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some actions, now or in the future.” In other words, advertisement is a form of social and cultural communication. People understand advertisement messages by relating them to culture and to the shared values or beliefs held in common by most people. Thus, advertisement messages must relate to the culture they’re targeted at.

With the globalization of the economy, economic cooperation between countries has strengthened in recent years. Many large companies mostly headquartered in the western countries manage to expend their global markets. At the same time, many Chinese companies are trying to find their overseas markets. Nowadays it is acknowledged that China is the second largest economy in the world. The fast growth of the economy, coupled with China’s enormous population of over 1.4 billion people, has China attractive for global marketers. Various multinational agencies based in the Western countries try to seek their markets in China and bring their offices to China. Undoubtedly, advertising is considered the most cost-effective way for them to let Chinese consumers notice their products. However, it does not always work. Some multinational agencies which have attempted to implement traditional western-style advertising in China most have yet to make substantial headway into the Chinese Consumer consciousness. More interestingly, even some advertisements which can work in certain areas of China may not be effective in other areas in China (Kurlantzick 44, Tian 135).

These difficulties stem, to a large extent, from Westerns’ lack of understanding of how to market their products and services directly to people in eastern countries such as China, as advertising is not only a commercial activity, but also a kind of cultural exchange. When advertisers create a cross-cultural advertisement, they should take the culture of target country into consideration. As advertising is playing a significant role in society. It is necessary to analyze it in a detailed way. A variety of academics have analyzed advertising in a stylistic way for its unique language style. The purpose of this study is to help advertisers who are planning to launch cross-cultural advertisements and customers know the differences between China and Western advertising from the aspect of culture.

1. Literature Review

2.1 The definitions of culture and language

Culture is an extremely complex concept and an enormous subject. Different people give different definitions. Fiske (1) defines culture as “the constant process of producing meanings of and from our social experience”. It embraces almost everything in the world, whether material or spiritual. According to Byram(422), he defines culture as “shared beliefs, values and behaviors of a social group”, where social group can be a family at a micro level and a nation at a macro level. Both definitions emphasize that culture is from our societies, and culture plays a vital role in this increasingly globalized and conflict-filled world. As for language, Crystal (26) defines language as “the systematic, conventional use of sounds, signs or written symbols in human society for communication and self- expression”. Language is accompanied by the creation of the human society, which is the direct manifestation of thinking.

2.2 The relationship between culture and language

Language, as a part of culture, is a mean of expressing cultural customs, and plays an important role in culture. Language cannot separate from related culture. On the other hand, language is influenced by culture. It comprises their historical and cultural backgrounds, as well as their approach to life and their ways of living and thinking. Brown (165) describes a language is a part of a culture and a culture is a part of a language; culture and language cannot be separated with each other. In a word, there is a deeply rooted relationship between culture and language.

1. Advertising
   1. The definition of advertising

There are a variety of definitions for advertising. Actually, the word “advertise” originated from the Latin word “advertere” means “to inform somebody of something” or “to make known to the public”. After years of change, advertising becomes a commercial activity. A Chinese dictionary Cihai gives the word “advertising” a modern meaning: Advertising is a type of publicity made to public something like goods, services or entertainments, usually through newspapers, magazines, television, posters, films, slide shows, window shows, etc. William(465)defines “advertising is an audio or visual form of marketing communication that employs an openly sponsored, non - personal message to promote or sell a product, service or idea.” Advertising has penetrated people’s life silently and done great contribution to the commercial markets.

3.2 The relationship between culture and advertising

How communication works and how advertising works is cultural-bound. For some, pictures contain more information; for others, the only way to convey meaning is verbal. People look at how advertising works from the perspective of their own culture, which may indeed be very different from the perspective of their counterparts in other countries. This is because advertising language which is made up of advertising pictures and words is a special form of language. Since language and culture are intricately related and dependent on each other, advertising, with no doubt, cannot be separated from culture. Understanding of the local culture is very important if advertising has to work effectively. So advertiser should know what the target culture is, and how advertising relates to people’s life.

1. Cultural Differences in Advertising between China and the West

In the world market, advertising is the most important channel for the products’ recognition between the customers and the companies. Advertising however, is particularly daunting for companies trying to do business overseas because of the scarcity of empirical research. Since China and the West have totally different culture and language is a part of culture, advertising languages in China and the West take on their own characteristics. In this section the following aspects would be talked about concerning cultural differences in advertising between China and Western countries.

4.1 Cultural values

In sociology, cultural values are generally considered as abstract principles for action. Rokeach (5) defined a value as “an enduring belief that a specific mode of conduct or end of existence is personally or socially preferable to an opposite or converse mode of conduct or end state of existence. A value system is an enduring organization of beliefs concerning preferable modes of conduct or end states of existence along a continuum of relative importance.” So values are a kind of thought eager for something.

4.1.1 Individualism and collectivism

Hofstede (278) explains that people in individualistic cultures focus on individuals’ goals, whereas people in collectivistic cultures focus on in-group’s goals. The contrast between individualism and collectivism can be defined as people looking after themselves and their immediate family only, versus people putting their groups’ needs at the first place. Western culture encourages individual orientation which is highly concerned about free will. In contrast to westerners’ individualism, China is an oriental country and long periods of isolation from the outside world make Chinese culture completely different from western heritage. The Chinese are characterized by our adherence to collectivism. Group’s needs are at the first place. Thus Chinese people have strong patriotic feelings, emphasizing national self-esteem, self-belief. The following examples are inclined to illustrate this view.

Haodi shampoo: The really wonderful thing is the thing that benefits everyone (大家好才是真的好）

Haier electrical appliances: Haier, the Chinese-made（海尔，中国造）

Zhonghua toothpaste: 40 years of ups and downs, China forever in our hearts.（40年的风雨历程，中华永在我心）

Collectivistic cultures emphasize “we”-consciousness which is expressed by everybody in the first advertisement. China and Chinese-made in the last two show people"s national pride and inspire the love of national goods. People’s purchasing desires will be aroused.

By comparison, western culture stresses individual responsibility and achievement. The ties between individuals are loose: you work for yourself, not your extended family much less your state or city or even country. The characteristics of the individualistic culture: focus on individuals’ goals, emphasize self-realization. For example:

Window XP: Yes, you can.

Mc Donald: You deserve a break today.

VISA credit card: VISA – It’s everywhere you want to be.

From the above examples, it seems that western countries pay more emphasis on “I” or “you” than on “we”. These three companies’ slogans just want to tell potential consumers that this product or service is just created for you not for others. The word You in advertisements tries to create a friendly and relaxed atmosphere for people and narrow the distance between companies and consumers. As if people from these companies were close friends of yours who care for you all the time. It is obvious that self-realization, independent spirit and “I” or “you” identity emphasized are fully reflected in the western advertising.

4.1.2 Authority and freedom

Chinese advertisements appreciate authority while Western advertisements pay more attention to products themselves. The emperor had been the supreme ruler of power for centuries, holding the paramount place in the rank, resulting in an authority worshiping Chinese culture. Under the influence of traditional culture, the appreciation on honors and certificates became the feature of Chinese advertisements. Therefore, phrases and titles like A Well-Known Trademark in China, Quality Trustworthy Product, Passed 609001 International System Certificate, Quality Awards from Provinces and Quality Awards from Authorities are frequently seen in Chinese advertisements. For example:

Colgate is made of top-grade high-quality tooth-cleaning material, approved by more than 40 dental associations, used by more Chinese oral nursing experts, recommended by Chinese Stomatological Association and Chinese dentist Prevention Association, etc.

Phrases like more than 40 dental associations, more Chinese oral nursing experts, Chinese Stomatological Association and Chinese dentist Prevention Association are used to emphasize that Colgate has been certified by authorities and recommended by experts, and therefore is a trustworthy product. The influences of experts and authorities make it easier to satisfy consumers’ psychological needs and thus accepting the product.

Westerners tend to believe their own judgments more than the approvals of authorities. Therefore, advertisements of western products emphasize the description of product and presentation of quality features. For example:

FedEx: The world is on time.

Emstamp;Young: Quality in everything we do.

In FEDex’s advertisement, the world means the range of services provided is wide and on time emphasizes that it can provide timely and efficient service. This advertisement highlights the characteristics of the express business. The second advertisement straightly emphasizes quality. It puts a high value on the quality. This kind of advertisement which focuses on products themselves is popular in Western countries.

4.1.3 Respect and love

Respect is much more highly valued in Asian cultures than in Western society. Chinese advertisements are respect-oriented while western advertisements are love-respected. Chinese culture is deeply influenced by Confucian culture, and “filial piety” is the core of Confucianism. A lot of stories about filial piety have been inherited from ancient times to this day, which teaches the next generation to be filial to their parents. In the traditional thought, the Chinese think that “our body, skin and hair are heritage from our parents which should not be damaged”. Thus, no matter what parents do to their children is a sure thing. In Chinese families, it is understandable if parents hit or scold their children, but children must not resist or disrespect their parents. Many advertisements in China are devoted to filial piety to their parents, especially in the health products. Such as the advertisement of Melatonin that “This year parents do not receive gifts but Melatonin”, and the advertisement of Taitai Jingxin Menocare Essence that “We do not need reasons to give Jingxin to mother.” Children have the responsibility to take care of and respect the elderly.

On the contrary, the relationship between children and parents is equal to each other in the West. They think children are individuals with independent personality like themselves. And they will treat their children as friends and will not impose their own ideas on children in order to let them grow according to their own wishes. Children will also regard their parents as friends. They do not have to be absolutely obedient to their parents. They can have their own ideas and express their dissatisfaction with their parents. They will not feel that they owe their parents anything so there is no need to return anything. Therefore, the story like the film Scraping Therapy is true in Western countries. If a parent beats a child, the child can take his parents to court, but this is not going to happen in China. The relationship between parents and children in the West is less obvious than in the East that they are just close friends. While filial piety to parents is rarely seen in Western advertisements, an advertisement of Canadian Telecommunications Company tells the story between a father and a son. The story is about a happy time when a little boy and his father were together with a monologue: “when I was a child, my father and I were inseparable. I liked to be with him so much, and we often went fishing. I was as free as a bird. Then I told him that I wanted to emigrate abroad, he said, ‘go ahead, that’s your life, not mine.’” This advertisement clearly reflects that everyone is an independent individual and they do not interfere with each other. This is completely contrary to the strong affection of the Chinese people. There is no viewpoint of returning in the West.

4.1.4 Stability and flexibility

The Chinese like to pursue a stable life and avoid passing harsh judgment or criticism. On the one hand, this is because Chinese culture is influenced by Confucian culture. The concept of "the mean" is a core idea of Confucianism. “The mean” by Confucius means using a “moderate” way when understanding and handling objective things. An example is from the Doctrine of the Mean

Centered: this is the great root of the world. Harmonious: this is the ultimate Dao of the world(中也者,天下之大本也;和也者,天下之达道也。 )

Uncertainty avoidance is the product of the doctrine of the mean. Both of them have a deep influence on Chinese people. On the other hand, the pursuit of stability can be explained by China’s unique geographical circumstance. As a semi-enclosed continent, fertilized arable lands of Yellow River Basin and Yangtze River Basin had bred a self-sufficient natural economy that dominated for centuries, during which people longed for wind and rain that came on time and prayed for a stable and good harvest. They hoped that everything would go smoothly and do not have much change. For example:

Zhonghua toothpaste: 40 years of ups and downs, China forever in our hearts.（40年的风雨历程，中华永在我心）

The advertisement of Zhonghua toothpaste is an excellent advertisement in every aspect. This advertisement emphasizes 40 years of ups and downs. This phrase not only means that this brand enjoys years" of popularity but also expresses that Zhonghua toothpaste always has a good quality, never changes for decades.

However, westerners dare to take risks and have a spirit of adventure. Western civilization came into being in the area of Aegean Sea which is mountainous and close to the sea. What’s more, most of the western countries are located along coastlines. Making a living on the sea had made the people willing to take risks to maximize the benefit. Therefore Westerners usually pay less attention to avoid uncertain factors and are more willing to take risks for benefits. For instance:

Nike: Just do it.

Swatch watch: Time is what you make of it.

Many westerners hunger for adventure, so western advertisements try to satisfy their expectation of adventure.

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