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摘 要广告，简而言之，就是广而告之。随着大众媒体和经济的日益发展，广告在商品的推广和营销方面扮演着重要的角色。研究表明不同文化背景下的广告呈现出不同的文化价值观念。然而文化价值观是影响跨文化交际的重要因素之一，它在文化的传播和发展中起着非常重要的作用。该文以文化价值观与广告的关系为出发点，阐述了二者密不可分的关系。这篇论文分别从集体主义与个人主义，思文方式，道德价值观，防止不确定性，时间取向五个角度，结合广告实例对比研究中英广告所反映出来的文化价值观差异，同时又探讨了两者的共享性，希望能够帮助人们更好地了解两国文化，减少文化冲突。29575
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毕业论文关键词：中英广告；价值观；文化；比较
Abstract Briefly speaking, advertisement is to spread and transmit widely. With the increasing development of the mass media and the economy, advertisement plays a more and more important role in promoting and marketing of goods. Studies have shown that advertisement with different cultural backgrounds shows different cultural values. However, cultural values are one of the important factors affecting cross-cultural communication, and play a very important role in the dissemination and development of culture. By comparing cultural values revealed in British and Chinese advertising, the present thesis attempts to explore similarities and differences in them. And the differences are discussed from five aspects respectively as collectivism and inpidualism, ways of thinking, moral values, preventing uncertainty and time orientation. At the same time, the author uses concrete instances to compare and study the cultural differences in values, which are reflected in British and Chinese advertisement. Through this paper, the author hopes to help people understand the cultures of the two countries better and reduce cultural conflicts.
Key words: advertising; culture; values; comparison
Comparative Analysis of Cultural Values in Chinese and English Advertisement
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Relations Between Advertisement and Cultural Values 2
2.1 The Definition of Advertising and Its Role 2
2.2 The Definition and the Influence of Cultural Values 3
2.3 The Relationship Between Advertising and Cultural Values 3
III. Different Cultural Values Reflected in Chinese and English Advertisement 4
3.1 Inpidualism and Collectivism 4
3.2 The Ways of Thinking 6
3.3 Moral Values 8
3.4 Preventing Uncertainty 8
3.5 Time Orientation 9
IV. Similar Cultural Values Reflected in Chinese and English Advertisement 11
4.1 The Positive Enterprising Spirit 11
4.2 Chinese and Western Literary Aesthetics 11
V. Conclusion 12
Bibliography 14
Acknowledgements 15
I. Introduction
In modern society, the advertisement is playing an indispensable role. The excellent advertisement is of greater potential to take advantage over our counterparts, win better prestige for our company and gain acknowledge from our customers.
Large quantities of scholars and researchers have been carrying out a lot of investigation and putting forward many methods of designing an excellent advertisement. We may find out that it costs much energy and efforts to create a brilliant advertisement. This paper not only makes full use of the theoretical accomplishment achieved by the former popular scholars and professors, but also is enlightened by the classical advertisement witticisms and the famous advertisement which are learned and summarized in to our daily life to fulfill our purposes of this paper.