论文编号:YY121  字数:6272,页数:20

Abstract

       Advertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Advertising gives the audience visual appreciation so that it also influences people’s way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations. As a form of cultural transmission, advertising brings important influence on cultural infiltration. This thesis mainly focuses on the differences between Chinese and American culture from original advertisements. There are three major differences. Firstly, Chinese and American languages are parts of these two kinds of cultures, and they brings great influence on advertisement. Secondly, social customs of the two countries should not be underestimated. Thirdly, the individual values of the two peoples also affect the success of advertising. They are called “potential trap” in advertising transmission across culture. Then many ways will be discussed to harmonize and develop the advertising across cultural transmission.

Key Words

Original advertisement; culture transmission; cultural differences

摘　  要

      广告是一种颇具社会形态的文化现象，是显示社会进步的通俗画卷。广告以其独特的视觉冲击力，渗透广大民众的眼球，影响着人们的思维，甚至支配着人们的行为。广告传播扩大了人类文明的成果，改变着民族间原本的文化构架。作为一种文化传播的形式，广告在各国的文化渗透中产生重大影响。本文主要讲述广告在当今社会的重大作用并透射出中美两国伴随广告这种跨文化传播方式所体现的语言，价值取向，社会风俗等方面的差异，它们可以说是跨文化广告传播中“潜在的陷阱”并且是在广告的信息交流中发挥重要作用的传播因素。由此提出如何协调中美广告跨文化传播中的差异，使两国通过广告寻觅文化之间的共同点，并架构起东西方文化连接的桥梁。

关键词

原创广告，文化传播，文化差异

Contents

Abstract ....................................................................I
Key Words ……………………………………………………………………………I
摘要......…………………………………………………………………………......Ⅱ
关键词..…………………………………………………………………………......Ⅱ
Introduction…………………………………………………………………………..1
Ⅰ.Brief Introduction of Advertising…………………………………………………2
   A.The Concept of Advertising....................................................................2
   B. The History of Advertising....................................................................3
   C. The Important Function of Advertising in Across-Cultures……………………4
     1. An Important Carrier in the Cultural Transmission…............………………4
     2.Adaptation to the Tendency of Economic Globalization……….……………5
Ⅱ.Analysis of Chinese and American Cultural Infiltration from Original Advertisement宋体Contents

Abstract ............................................................................I
Key Words ...........................................................................I
摘要.................................................................................I
关键词...............................................................................I
Introduction.........................................................................1
Ⅰ.Brief Introduction of Advertising.................................................2
   A.The Concept of Advertising......................................................2
   B. The History of Advertising.....................................................3
   C. The Important Function of Advertising in Across-Cultures.......................4
     1. An Important Carrier in the Cultural Transmission............................4
     2.Adaptation to the Tendency of Economic Globalization..........................5
Ⅱ.Analysis of Chinese and American Cultural Infiltration from Original Advertisement6
   A. Influences of Chinese and American Languages on Advertising....................6
     1. Language Differences.........................................................6
     2.Slogan........................................................................7
   B. Influences of Social Customs...................................................8
   C. Individual Values of the Two Peoples...........................................9
Ⅲ. Ways to Harmonize and Develop the Advertising in Across-Culture Transmission.....11
   A. Cultural Innovation ...........................................................11
   B. Overcoming Fixed Modes of Thinking.............................................12
   C. Rational Consideration of the National Culture and Foreign Cultures............12
Conclusion...........................................................................13
Acknowledgements.....................................................................14
Bibliography.........................................................................15  

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