期刊文章分类查询,尽在期刊图书馆云南师范大学 外国语学院 云南 昆明 650500
Ⅰ.Advertising Definition
Dictionary of economic defined the advertisement as the broad and narrow, broadly defined means to evoke people’s attention about particular thing. Narrowly refers to in order to promote sales or expand services through the media to make advocacy. This paper mainly refers to the narrow scope of advertising.
Advertising is an art, advertising works should have artistic appeal, not only to attract the audience, but also touches the emotion, make it produces favorable to enterprises and commodities, thus induce purchase behavior. Therefore, the modern commercial advertisement not only introduces a wide variety of goods and all kinds of services, show the characteristics of the advertising goods, function, effect, to the interests of the consumers to do promise, and spread all kinds of cultural consciousness, features of diverse cultural landscape, introduce the fashion of developed countries, explains the relationship between advertising goods and culture.
II. The Differences between Chinese and Western Advertisement
2.1 The Factors that Affecting Judgment
China’s traditional culture advocating “top-down” absolute power. In ancient times, people should follow the “three cardinal guides”; In modern society, the Chinese don’t have to stick to the moral codes, but respect for elders, to the superior authority of subject still exist in the minds of most of the Chinese people. Using such language in advertising:“association recommends brand”, “national protection brand”, “famous brand” and so on. These ads to resort to these countries or association authority to tempt consumers.
In the west, the recognition and acceptance of power have many differences with us, they trust their own judgment, not easily accept other people’s ideas, especially the official point of view, and don’t think government is the authority, in English advertising, of course, some also use authority, but they are not value the higher authority, but rather on the authority of the facts. They provide more reliable data about products in the advertisement, to make consumers believe that the quality of product.
2.2 Collectivism and Individuality
A significant different of Chinese and western cultures, is the difference of Confucian cultural background and the cultural background of the Christian. In the culture of collectivism tendency, people pursuit is collective harmony, honor, goals and achievements. They depend on each other, mutual cooperation. Such as:
Dedication of patriotism, pursuit excellence. (Hai’er Group)
These ads all expressed a collective—the Chinese as the feelings of honor. Advertisers using the principle of psychology, good product positioning of consumers—their own people, ingenious use of citizens potential psychological concept the plot, with Chinese, China, and other words to promote products, try to arouse consumers, to stimulate and strengthen advertising persuasion, finally reached its marketing purposes.
By contrast, western people pursue individualism, against the consistency, trying to show their own unique personality, show individualism orientation.Such as: “JUST DO IT ” . In this sentence, there is no direct link with the shoes Nike AD.
2.3 Family intimacy and practice
Chinese have a reputation for being affectionate, and we tend to put first family intimacy and other affection communication to reach a balanced and harmonious living condition. To get customers closer and obtain higher sales, Chinese advertisers emphasize on showing this affection in their ads and gain potential buyers’ sympathy.
Western family members are less involved comparing to Chinese, and they chase after utilitarianism. When buying a product, they pay attention to the utility, instead of minding what the ads tell them. Individuals and groups come first before family for the western. Hence the functions and utilities are the main aspects for western advertisers manage to accentuate.
III. The Fusion between Chinese and Western Culture
Modern advertising is not only a kind of important marketing culture, but also an important object of street and city culture research, people through the streets of a large number of popular slogans can understand the cultural features of the region. But to some extent, Chinese and western culture has subtly interwoven compatibility, apparently one advertising language play an important role in cultural transmission. And many of the foreign advertising language contain culture and values have been widely accepted especially by the younger generation of Chinese people.
IV. Conclusion
The differences of Chinese and western cultural values are not only reflected on the advertisement but also in many other aspects, such as manner, life style, thinking mode and so on. Advertising language is the core content of advertising. Advertising language convey commodity information to us at the same time, also to promote the traditional or foreign concepts, value and other cultural information, the study of it is necessary.
论文作者:牛小鹏
论文发表刊物:《语言文字学》2016年12月
论文发表时间:2017/4/25
标签：云南论文; 期刊论文; 昆明论文; 尽在论文; 文章分类论文; 师范大学论文; 外国语学院论文; 《语言文字学》2016年12月论文;