从公益广告看中美文化差异【英文】 TJSS

1.美国人的自我意识和独立意识很强。

Self-awareness and independent consciousness of Americans are very strong.2.美国文化鼓励人民开拓创新，做一番前人未做过的、杰出超凡的事业。

In America, innovation often is encouraged and people often do something nobody has done.3.美国基础教育实践，注重创造的教学形式.American education based on practice, pay attention to teaching form of creation.4. 中国的家庭结构比较复杂，传统的幸福家庭是四代同堂。

China's family structure is more complex, the traditional happy family is four generations.5. 中国人的婚姻相对来说比较稳定。

这是因为中国人把婚姻当作一个严肃的道德问题，喜新厌旧，或是第三者插足都会被认为是极不道德的。

The Chinese marriage is relatively stable. Because Chinese people treat marriage as a serious moral problem, propensity or a third people involvement is considered highly unethical.6. 新中国虽已建立了六十年，但传统的君臣，父子等级观念在中国人的头脑中仍然根深蒂固。

The traditional manner, parent-child hierarchical remains entrenched in the Chinese mind.7. 主动帮助别人或接受别人帮助在西方常是令人难堪的事。

从两组公益广告看中美文化差异【摘要】本文以两组相同主题的中美公益广告为切入点，对公益广告中反映的中美文化差异进行了剖析，总结出中美公益广告在主题规模、表演主体、表现手法、引导方向四个方面的差异及对应反映出的文化差异，并探究这种差异的形成原因。

最终得出每种文化都有其存在的必要性，多元化才是文化发展的方向的结论。

了解这些文化差异，理解中外行为方式的不同，也正是跨文化交际的基础。

【关键词】公益广告中美文化差异多元化前一段时间，路过图书馆的路口时，发现那一片沧桑的绿色确实已经不在了。

想着那些树桩的截面，就突然想到高中美术课上，老师放过的一段禁止砍伐森林的美国公益广告，镜头落在一段树桩的清晰的年轮上，箭头随着镜头先后指向从中心到靠近边缘的三圈年轮，分别显示着字幕“BIRTH OF NAPOLEON”“BIRTH OF VAN GOGH”“BIRTH OF ENISTEIN”(“拿破仑出生”“凡〃高出生”“爱因斯坦出生”)，在最边缘的几圈年轮上，箭头指示着“BIRTH OF THE MOTHER FUCKER WHO CUT DOWN THIS TREE”（“那个砍倒这棵树的该死的家伙出生”）；最后镜头缓缓转向一片模糊的绿色，“STOP DEFORESTATION”（禁止砍伐森林）。

看惯了国内的标语口号，对这段广告很是回味；后来关注的多了，也摸出了些规律、发现了些问题。

这里就以两组同主题的中美公益广告为例，分析一下公益广告中反映出的中美文化差异。

一、引导方向的差异同样是保护树木、严禁滥伐的主题，央视十套曾播出过李爱莉的一则独白公益广告，自述在植物绘图的过程中，眼睁睁看着一种种植物消失，最后的字幕是“不要让生命离我们远去”——很典型的中式宣传语，引导方向在“我们”，而前面提到的美国广告则直指“那个家伙”，区别显而易见。

美国奉行个人主义，强调个体的独立性，人生要为自己而活，个人要对自己负责，其宣传口吻也往往都是针对每个人，针对“你”，而不是针对“你们”或者“我们”；一方面，是提醒人们事关自己的利益，另一方面，也是犀利的指出，这是每个人的责任，不接推卸。

从公益广告角度浅析中西方文化的差异【摘要】公益广告在传播中扮演着重要的角色，本文从中西方文化的角度出发，深入分析了两者在公益广告领域的差异。

首先介绍了公益广告的重要性，指出研究中西方文化差异对公益广告的影响是必要的。

然后分析了中西方公益广告宣传内容、传播方式、宣传策略、效果评估等方面的差异，探讨了文化对公益广告的影响。

最后总结了中西方文化差异对公益广告的影响，并展望了未来中西方文化在公益广告领域的融合与发展。

通过对比分析可以更好地理解中西方文化之间在公益广告领域的差异，为公益广告的实践提供参考与借鉴。

【关键词】公益广告、中西方文化差异、宣传内容、传播方式、宣传策略、效果评估、文化影响、融合与发展。

1. 引言1.1 介绍公益广告的重要性公益广告的重要性还在于其能够引导公众关注一些被忽视的社会问题，比如环境污染、贫困地区教育等。

通过公益广告，这些问题可以被提升到公众视野中，引起人们的关注和行动。

公益广告还可以帮助社会组织筹集善款，支持公益事业的发展，实现社会资源的合理配置和利用。

公益广告在社会发展中发挥着不可或缺的作用，是推动社会正能量传播、促进社会和谐、帮助弱势群体的重要手段。

只有通过公益广告的不断宣传和推广，我们才能更好地推动社会发展，促进社会进步。

公益广告的重要性不容忽视，有着深远的意义和影响。

1.2 说明研究中西方文化差异的必要性中西方文化在价值观念、传统习俗、社会习惯等方面存在显著差异，这些差异直接影响了公益广告的内容、传播方式以及效果评估。

通过深入研究和分析中西方文化的差异，可以更好地理解各自的文化特点，有针对性地制定公益广告策略，提高广告的传播效果。

随着全球化的深入发展，中西方文化之间的交流日益频繁，互相了解对于建立和谐的国际关系至关重要。

通过对中西方文化差异的研究，可以促进文化交流与融合，增进民众之间的相互理解与尊重，为构建和谐社会提供重要的参考依据。

2. 正文2.1 中西方公益广告宣传内容的差异中西方在公益广告宣传内容上的差异主要表现在宣传主题的选择上。

中西方公益广告——文化差异【摘要】公益广告作为一种承担社会责任的载体，在一定程度上影响着人们的思想意识和社会价值观，也必然受中西方文化的制约而向前发展。

西方的广告文化是一种外向型的文化，具有很强的扩张性和渗透性。

中国的广告文化则是一种内敛型文化，重国、重家、重情。

所以根据国情的需要，中国与西方发达国家在公益广告的发展方向上有很大的不同。

【关键字】中西方公益广告文化差异广告是由可确认的广告主对其观念、商品或服务所做之任何方式、付款的、非人员性的陈述与推广。

广告活动不仅是一种经济活动，而且还是一种文化交流。

广告文化是从属于商业文化，自身又包含了商品文化以及营销文化。

公益可以理解为公众的利益。

根据广告的定义，公益广告通过某种观念的传达，呼吁公众关注某一社会问题，以合乎公众利益的准则去规范自己的行为，支持或倡导某种社会事业或社会风尚。

公益广告诞生于20 世纪40 年代的美国，虽然诞生已经60多年，但对于其定义众说纷纭，西方经济学家认为:公益广告是为公众利益服务的一种广告行为。

而新闻学家则认为：公益广告是为公众利益服务的一种新闻宣传。

虽然对概念的认识并不统一，但大家取得了共识：公益广告是为公众利益服务的。

在美国，公益广告旨在增进一般公众对突出的社会问题的了解，影响他们对这些问题的看法和态度，改变他们的行为和做法，从而促进社会问题的解决或缓解。

其中，一类是公共广告( Public Advertising)，是由社会公共机构如绿色和平组织，动物保护协会等社会团体针对他们所关心的社会问题发布的各类广告。

另一类是意见广告( Opinion Advertising)，这多是企业集团针对各类社会现象，阐述企业的态度。

这是一种企业形象广告的外延，表明了企业在社会中的个性。

在日本，公益广告称之为公共广告，《电通广告词典》将其定义为“企业或团体表示它对社会的功能和责任，表明自己过问和参与如何解决社会问题和环境问题，向消费者阐明这一意图的广告。

从公益广告角度浅析中西方文化的差异1. 引言1.1 公益广告的重要性公益广告作为传播社会正能量、推动社会进步的重要方式，在当今社会具有极其重要的意义。

它通过媒体平台传递信息，激发公众情感，引导社会价值观念，推动社会意识的提升。

公益广告承载着社会责任感和道德使命，能够引起社会各界的共鸣和关注，促进社会的和谐发展。

通过公益广告的宣传，可以唤起人们对社会问题的关注，引导大众关注弱势群体，呼吁社会团结和协作，促进社会公平正义。

公益广告还能够帮助创造社会所需的氛围和氛围，倡导尊重和关爱，促进社会的进步和发展。

公益广告的重要性不容忽视，它是塑造社会意识、提升社会文明程度的有效途径。

通过公益广告的传播，可以唤起人们的社会责任感和使命感，推动社会向更加美好的方向发展。

1.2 中西方文化差异的影响中西方文化的差异对公益广告产生了深远的影响。

在中西方文化中，人们对于公益事业的理念和态度有着截然不同的看法。

在西方文化中，个人主义、自由、平等和人权是核心价值观，因此公益广告通常强调个体责任和自愿参与。

反观中国等东方文化，强调家庭、集体和社会整体的利益，公益广告更注重集体行动，强调社会责任和奉献精神。

这种文化差异导致了中西方公益广告的表现形式、传播方式、观念和效果评估等方面存在较大差异。

中西方文化的差异对公益广告的制作、传播和效果产生了深远影响。

谨慎研究和分析中西方文化的差异，可以更好地定制适合不同文化背景的公益广告，提高公益事业的影响力和效果。

【字数：302】2. 正文2.1 公益广告表现形式的差异在中西方文化中，公益广告的表现形式存在着明显的差异。

在西方国家，公益广告往往更加直接、震撼和感性。

广告中通常会使用悲情的背景故事、血淋淋的画面和强烈的语言，以引起观众的同情和共鸣。

在美国的公益广告中，常常会看到关于贫困、环保、人权等议题的广告，画面通常会让人印象深刻，让人想要行动起来做出改变。

相比之下，在中国等东方国家，公益广告更加注重温情、正能量和教育性。

The Current Cultural Differences between China and AmericaFrom Public-Interest AdvertisementsBy TJSS from Class 1001[Abstract] The article takes two groups of public-interest advertisement of the same theme as pointcut, sums differences in Chinese and American public-interest advertisements on four points, including leading direction, form of expression, performers, theme and scale. Then it analyses the corresponding cultural difference reflected from them and deeply research the root of these differences. Maybe people can be aware of performance of cultural difference between China and America in daily life via the article to promote cross-cultural communication. Besides, it may prompt self-examination of our Chinese current culture.[Key Words] Public Interest Advertisement , Current Cultural Difference, China and America[Introduction]Public-interest advertisement, just as the name implies, is a kind of advertisements used to form good social life order and basic public morality criterion, and serve for both public short-term and long-term benefit instead of making profits for individuals or companies. Public-interest advertisement can date from 1940s, when it first appeared in America, and then swept around the world. The first one in China is Please Save Water on Guiyang Television in 1986. Benefit of the community, the theme of reality and the call of performance are its three major characteristics. While in different country and culture, it may perform differently.[Background] In the now information age, media plays a role of more and more importance. Especially in recent years, investment in advertising even has grown exponentially. Among these advertisements, public-interest advertisement also gradually develops and reaches a much broader audience than any others by right of unique properties. With more and more public-interest advertisement works appearing in the world, the differences among countries and cultures are more and more significant. In fact, nearly all of these differences come from cultural differences—different culture atmosphere shapes different ideology and different belief, then different modes of thinking, which lead to different speech and behaviors. It’s no wonder, then, Chinese and American advertisements are in different styles. Then we’ll analyse these differences between China and America through two groups of public-interest advertisement of the same theme.[Views and Statements]Ⅰ.Differences in leading directionOne of American advertisements impressing me most is about logging ban.1The video ad has a distinct shot for the tree rings roughly divided into four parts on a stump. Three of them are annotated “Birth of Napoleon”“Birth of Van Gogh”“Birth of Einstein” in ①Abies beshanzuensis：百祖山冷杉order. Unexpectedly, the rings on the edge of the stump pointed out with a standing-out line: Birth of the mother fucker who cut down this tree. Gradually, the scenes turn to a tint of green, make more space for audience introspection.With the same theme of protecting trees and forbidding deforestation, there was an advertisement once broadcasted in CCTV Tenth Channel performed by LiAili. Li narrates the scene of her own drawing with her experience of witnessing plants dying out one after one during field painting. What appears at last is the subtitle “Please don’t let lives leave us”—a typical slogan in Chinese style. Compared to the focus on THE MOTHER FUCKER in American ad, the Chinese one vaguely leads to the direction of WE, thus we can see the obvious distinction.On cultural level, America pursues individualism, emphasizes independence ad. individuals, and believes that life is for everyone itself, so everyone should take responsibility for itself. American advertising, as a result, directs to everyone, to YOU INDIVIDUAL, but not to YOU GROUP or to WE. The strong pertinence, on one hand, alerts people to their own interest. On the other hand, it also sharply points out that responsibility is for everyone and can’t be shirked. On the contrary, collectivism is revered in Chinese culture. Chinese stress that collective interest is above personal interest. Furthermore, some of our traditional views, such as loyalty, filial piety, benevolence, righteousness, etiquette, integrity, remind people to undertake the due obligations for others, even for posterity. Therefore, propaganda in Chinese style, on the whole, leads to something like WE, ALL or HUMANITY. This tone indeed promotes cohesion to the heart to create a harmonious atmosphere. However, the sharing of burden weakens individual responsibility consciousness, also gives everyone chance to shirk, which results in the lack of motivation.Ⅱ.Differences in form of expressionObviously, forms of expressing of the two ads are in stark contrast, too. The Chinese one takes warm encouraging as overall tone, and ends up with warm warning—“Please don’t let lives leave us ”, though heartaches to endangered species represented by Abies beshanzuensis①are as well mentioned. Whereas, the American one, the scenes begin in peace in birdsong. The first three parts go on soft just like telling a history of giants，yet in the next breath, it turns to the stupid tree-cutter. The exposing and accusing in silence arouses strong indignation. Positive praising and encouraging with slogan in Chinese ads and Negative accusing and rejecting with silence in American ads is precisely according with basic ideas for public-interest advertisements in two countries.Several years ago, CCTV First Channel broadcasted a public-interest advertisement about “Washing Feet for Mom” that touched many hearts. It tells a story about a little boy blunders to fetch a basin of water to wash feet and tell stories for his mom after seeing mom washes feet for his grandma with tiredness of the day, then conveys gist about caring for the olds. The American one about “Future of Children”, by contrast, is much more abstract. Smoking, littering, abusing each other on the car, criticizing with anger, complaining, domestic violence, and so on, all these parents’ bad manners are imitated by children nearby. The comparison between the elder and the younger alarms all parents that what you are doing now is what your children will do after several years!This set of public-interest ads about children’s education are much more different in methods of expression than the former set. The Chinese story type emotionalizes audience,appeals for caring for the olds via praising mom’s filial piety as well as children’s filial piety, and alert parents to the importance of their own demonstration effect in daily life. When the chubby boy holds chest-high basin, staggers, struggles to open eyes with splash around him, and says “Mom, washing feet!”, who can be not touched or resonated? Yet the American example type convinces people. The scenes which seems noisy, is a silent warning actually. When listening to bestial words and seeing the rude or violent behaviors not consonance with their puerile faces, who can be not surprised or do not self-examined?Of course, form of expression is closely linked to political environment and organizer, while in my opinion, the most important point is difference in modes of thinking between America and Chinese. Chinese are more conservative and traditional. The ancient views of valuing literature over business drove development of literature and enriched cultural deposits. Meanwhile, relatively perceptual thinking pattern forms, which leads to paying more attention to communication in emotion. However, things in America are different. America’s foundation is late, moreover, British colonial rule brought Science and technology concept to America. After a long term of influence with these scientific views, Americans are used to rational thinking pattern. Besides, free concepts from individualism and relatively easier political and educational environment develop their creative thinking. That’s maybe just the reason why Chinese products, especially cultural and technological works are similar, while American ones are usually original.On the verbal section, American ads are also more open than Chinese ones.Bad words may often appear in American media in their free environment. In China, there are no bad words in media. The main reason may be the Hall Sense. That is also the result of valuing literature over business, which determines literati’s high social status. It’s no wonder that what literati praised—grace, is also promoted to a high position. Then, all indelicate things or manners are strictly prohibited, particularly when in public. Once appearing, the audience around would feel embarrassed and ashamed. In a neat twist, Americans just regard them as a part of life.Ⅲ.Differences in performersAs for performers, salient differences exist between public-interest ads of two countries. Celebrity endorsements are often used in Chinese ads to attract attention by Star Effect to improve publicity.In America, things are different. Amateur performers and animation participate in ads most. Pursuit to originality and overall effect is their emphasis. The former two groups are good examples.LiAili, a plant painter, a hockey player, even an athlete of Chinese women hockey team taking part in the World Cup in 2002 and won the championship, holds the two completely unrelated posts simultaneously. Ad shot by such a legendary woman, without doubt, draws much attention, let alone ads with celebrity endorsement.For the two American ads, the former one takes form of cartoon, and the latter one choose lots of amateur performers. Just like masterminds of these two, American masterminds usually lay their stress on content and overall effect to attract audience.In fact, i t’s a reflection of difference in visual angles and concepts when perceiving others between China and America to some degree. Americans pursue individualism with the view of all men are created equally. They believe that everyone has a unique contribution to society and a unique survival value in life. They have their own belief, but no blind worships.But Chinese are different. The history of authoritarian feudalism lasted for such a long term that it marked Chinese nation with cohesion to an individual. And this idea comes down from ancient times. In many people’s opinion, we are living in a socialist society, in a republic, thus the personality cult doesn’t exist anymore. While, it may just turn to a different stratum, for example, film star. When exotic items flood into our country, many people can’t resist such temptation and personality cult to these new items grows rapidly. That’s precisely the cause of Star Effect.Ⅳ.Differences in theme and scaleWhen searching and scanning these advertisements, I found that the themes of the American public-interest ads are extremely large, involving a wide range. Besides, the advertisement content and form is multifarious; each has its strong point. Furthermore, the ads in America, which play persistently strong, even change monthly and focus on different things in a year. With comparison, our domestic ads seem a little bit plain. Although there are amount of creative public-interest ads in China, the quantity is very small, plus not continuously broadcast. What is worse, the majority are essentially short of new ideas, with narrow themes limited to caring for parents, protecting animals, paying attention to AIDS, and so on, generally presenting gathering patterns. Broadcasting doesn’t take shape. As we know, public-interest ads, without persistence and planning, only depend on frequent broadcasting when multiple social problems appear together still falls far short of the needs. It can’t be denied that political factors limit the development of public-interest in China to some extent. On the one hand, it mirrors different political environment in two countries. As mentioned before, China was ruled by feudalism for a long time. During the dictatorship, almost all aspects were determined by the dictator, including culture. Dictators controlled culture via public opinion atmosphere and controlled public opinion atmosphere via education. Therefore, guidance of public opinion usually tends to harmony. And this view influenced their offspring—us. The traditional views exclude different sounds. On the other hand, it directly reflects difference in the ways of thinking between America and China. In the battle thinking set against sense of innovation, the fatter wins evidently.Let’s look at it from a different angle, differences in attitudes to work, or some other things are expressed. Americans prefer to take an active part rather than passively participate as Chinese. The difference is much more obvious in working. American awareness of equality contributes to choosing jobs they are interested in ignoring social status and salary, so they fall in love with it easily. They enjoy developing automatically, enjoy stepping outside the box and creating something agree with their own ideas. For Chinese, with strong grade awareness and face-saving awareness, we are easily affected by materials or public opinions. Then we often focus on social status or salary instead of interest, which is the direct cause of little enthusiastic. Regarding work as task or only a replay to the superior perhaps is reason for lacking creativity.[Conclusion]In conclusion, Chinese public-interest advertisements lay stress on people, attract audience by celebrity endorsements and emotion communication and aim at whole society. On the contrary, those in America lay stress on matters, draw audience’s eyes through current affairs or scenes of social problems and aim at every individual. The correspondingcultural difference is the collectivism, emphasis on harmonious atmosphere and relevance between persons, strong grade awareness, blind personality cult, conservative and perceptual views in China and individualism, stress on everyone’s independence and equality of all men, free, creative and rational ideas in America.In reality, any culture must contain both essence and dreg through eyes of the contemporary era. Taking complex internal relationship among elements of culture as consideration, we can’t deny any kinds of ideas because the consequences are so serious that we can’t imagine, much less shouldering the responsibility. What’s more, every culture has the right to survive, and just as we can’t decide others’ life, we have no power to deny culture’s surviving. Not only do these differences bring contradictions, but also bring authenticity and vitality, which make communication all over the world significant. Culture of each nation can be made necessary changes in different period and social environment, which doesn’t affect co-existence of different culture at all! In other words, common development is the direction for culture.[Reference Works][1]Public-Interest Advertisement Video: “Stop Deforestation”“Future of Children”《不要让生命远去》《将爱心传递下去》[2]高艳艳《中美公益广告之比较》（2010.5）[3]金海鑫《中国公益广告的现状及未来发展》（2010.5）[4]丫丫论文《文化视角中的中西方公益广告对比分析》（2011.1）。

从广告语言看中美文化差异作者：李培来源：《卷宗》2011年第12期摘要：本文以霍夫斯泰德的文化维度视角，即集体主义/个人主义，权利极差，防止不确定性，女性化/男性化，长期导向/短期导向，来研究中美两国广告语言反映出来的文化差异。

关键词：广告语言；文化维度；文化差异On Cultural Differences reflected in Chinese and American Advertising Language ——From the Perspective of Hofstede’s “Cultural Dimension” TheoryLi PeiAbstract： This paper probes into how advertising language reflects Chinese and American cultural values from the perspective of Hofstede’s “Cultural Dimension” theory, namely, collectivism/individualism, power distance, uncertainty avoidance, femininity/masculinity, long-term oriented/short-term oriented.Key words： advertising language, cultural dimension, cultural difference一、广告的定义当今社会，广告作为一种信息载体已经渗透到人们生活的各个方面。

广告对于我们来说并不是一个陌生的词语，但是要给一个合适的定义并非易事。

素有“现代广告之父”之誉的亚尔伯特·拉斯克称“广告就是印在纸上的推销术”（赵静，1992）。

美国市场营销协会(AMA)给广告的定义如下：“广告是由明确的广告主，在付费的基础上，采用非人际传播的形式，对观念、商品或劳务进行介绍、宣传的活动”(陈丽&黄彪虎，2008)。

若云軒外语系本科毕业论文论文英文题目: Cultural Differences between China andAmerica in Advertising论文中文题目: 从广告角度分析中美文化差异本科毕业论文（设计）目录Abstract ------------------------------------------------------------------------------------------1 摘要----------------------------------------------------------------------------------------------1I. Introduction ----------------------------------------------------------------------------------2II. Brief Introduction of Advertising -------------------------------------------------------21. The concept of advertising2. The important function of advertising in Chinese and American cultureIII. Analysis on Differences in Advertising ------------------------------------------------61. Influences of Chinese and American languages in advertising2. Influence of social customsIV. Ways to Harmonize Development of Advertising Culture ------------------------91. Cultural innovation2. Rational considerations of the national culture and foreign culturesV. Conclusion ----------------------------------------------------------------------------------10Bibliography -----------------------------------------------------------------------------------12Cultural Differences between China and America in AdvertisingAbstractIn our daily life, we can see advertising everywhere, such as on the street, on TV, in the newspapers and so on. With the development of our economy, advertising becomes more and more important. So it can not be ignored from a person to a nation, advertising has a great effect on our life and makes us tend to buy the products. Advertising changes the culture structure. What is more, advertising plays an important role in Chinese culture and American culture. It is significant that we research the cultural differences between China and American in advertising. The author mainly demonstrates important functions and spreading ways of advertising. For example, it is an important carrier in the cultural transmission and it can adapt to the tendency of economic globalization. Further more, it provides many ways harmonize and develop the advertising: cultural innovation, rational considerations about national culture and foreign cultures.Keywords: China and America cultural difference advertising摘要在我们生活中，广告无处不见。

从公益广告角度浅析中西方文化的差异【摘要】公益广告是现代社会中一种重要的传播方式，能够引导人们关注社会问题、推动社会变革。

本文通过对中西方文化差异的比较分析，探讨了中西方公益广告在主题、表现形式、传播方式、文化内涵和效果评估等方面的差异。

在中西方文化差异对公益广告的影响方面，通过对比发现了不同文化在传播公益理念上的侧重点和方式，呼吁在今后的公益广告创作中更加注重跨文化传播的理念。

展望中西方文化在公益广告领域的交流与发展，可以促进不同文化之间的理解与交流，为公益广告的进一步发展带来新的机遇与挑战。

本文从中西方文化的差异中探讨公益广告的未来趋势，呼吁在未来的公益广告创作中更加注重文化创新，实现全球范围内的公益价值传播。

【关键词】公益广告、中西方文化差异、主题、表现形式、传播方式、文化内涵、效果评估、影响、交流、发展、未来趋势1. 引言1.1 介绍公益广告的背景和意义公益广告的意义在于通过传播正能量，唤起社会共鸣，引导人们关注社会问题，感知社会责任，推动社会进步。

公益广告的目的是在社会文化语境中传递人道主义理念，引导人们积极参与公益事业，促进社会公平、正义和和谐。

公益广告在文化交流中扮演着重要角色，因为不同国家和地区的文化差异导致了公益广告主题、表现形式、传播方式等方面存在明显差异。

通过对中西方文化差异的分析，可以更好地了解不同文化下人们的需求和思维模式，有助于公益广告的策划、制作和传播，更好地触及受众内心，实现传播效果。

1.2 阐述研究中西方文化差异的重要性研究中西方文化差异对公益广告的重要性在于深入探讨不同文化背景下对公益广告的理解和呈现方式。

中西方文化之间存在着许多差异，包括价值观念、信仰体系、社会习俗等方面，这些差异会直接影响到公益广告的内容表达和传播效果。

通过研究中西方文化差异，可以更好地理解不同文化对公益广告的接受程度和影响力，为公益广告的制作和推广提供参考和指导。

公益广告本身就是在特定文化背景下产生和发展的产物，不同文化之间对于公益问题的关注点和表现方式也存在差异。

从公益广告看中西方文化差异作者：曹媛媛来源：《青年文学家》2014年第21期摘要：随着世界范围内公益广告的兴起，对于公益广告的理论研究也进入了高潮，对于英语语言研究者来说，中西方文化的差异对于公益广告的呈现方式有着重要的影响。

本文从文化比较的角度探讨了中西方公益广告的差异。

关键词：公益广告；文化对比；中西方文化差异[中图分类号]：G04 [文献标识码]：A[文章编号]：1002-2139（2014）-21--01广告作为一种传播手段，其承载的信息往往具有本国的文化烙印，公益广告作为其中一种特殊的广告形式，不是以出售商品为目的，而是以社会热点现象为切入点，呼吁人们关注人性或者品德行为，倡导社会的文明和谐为目的。

可以说，公益广告在淡化了商业性质的同时更融入了更多文化的元素。

由于受到不同文化的熏陶，公益广告在中西方具有不同文化表现形式。

一、中国文化背景下的公益广告中国文化最典型的特征就是以群体价值为重心和价值取向的文化，突出家庭和谐和社会和谐，这与公益广告所承载的文化使命不谋而合。

近年来，我国各大主流媒体都对公益广告倾注了很多心血，特别是中央电视台，据统计，公益广告占中央是电视所有电视广告的时长的8%以上，大量具有中国特色的公益广告层出不穷。

目前我国正面临环境、社会、人口等诸多方面的问题，需要公益广告不断提升人民群众的素质，而我国的公益广告也在广泛宣传父慈子孝、关爱残疾儿童、关爱空巢老人、宣传军民鱼水情等方面做出了很多有益的尝试。

可以说，中国的公益广告是中国传统精神的外化，是宣传中国式伦理道德的有利阵地。

特别是在2008年发生了汶川地震之后，各大媒体和企业纷纷制作了精良的宣传抗震救灾的公益广告，极大地鼓舞了全国人民抗震救灾的士气，显示了中华民族强大的凝聚力。

从这个例子也可以看出中国的公益广告主要是以感性的词句和情感来感染人，体现了东方的感性主义。

二、西方文化背景下的公益广告美国的公益广告一般旨在增加公众对于社会突出问题的了解，通过宣传主流价值观影响公众对社会热点事件的态度，从而缓解社会问题和矛盾，公益广告在传播学中相当于意见领袖。

本科毕业论文中文题目：中西方公益广告的跨文化对比研究外文题目：A Comparative Study of Chinese and Western Public Service Advertising fromCross-Cultural Perspective院系国际商学院专业英语年级2010 级学号2010020640707学生季明指导教师周宇结稿日期2014年3月22日四川外语学院重庆南方翻译学院教务处制年月日填中西方公益广告的跨文化对比研究摘要：作为广告的分支，公益广告的主要目的是推广公众意识而非只进行商业产品推广。

如商业广告一样，公益广告也是文化的载体。

本文以Kluckhohn和Strodtbeck的五大价值取向理论、Hofstede的文化维度理论、Hall的高低语境理论为理论基础，通过跨文化视角对中西公益广告进行比较研究，采取实例分析，作者旨在发现中西方公益广告中文化的异同及其在公益广告中的具体体现。

作者发现普遍渗透于中国公益广告中的文化取向及观点一般有：集体主义、过去时间取向、重视做人、与自然和睦相处、间接交流等，而反映在西方公益广告中的主要有：个人主义、未来时间取向、重视行动、征服自然、直接交流。

作者同时也发现责任感、以人为本及道德皆在中英文公益广告中有所体现。

由于文化是历史、环境和宗教等的综合产物，所以作者希望能从这三个角度对所发现的文化差异进行说明。

本文通过中西公益广告的跨文化对比分析，旨在丰富从跨文化视角对公益广告的研究，为相关课题提供参考，并希望有助于跨文化交际的发展进程。

关键词:中西公益广告；跨文化角度；文化维度；文化异同A Comparative Study of Chinese and Western PublicService Advertising from Cross-Cultural PerspectiveAbstractPublic service advertising is a special type of advertising whose main purpose is to promote public awareness other than for commerce. The same as the commercial advertising, public service advertising also contains cultures. Based on Kluckhohn and Strodtbeck’s value orientations, Hofstede’s value dimensions and Hall’s high and low context orientation, the author does a comparative study of Chinese and Western PSAs from cross-cultural perspective in order to find the similarities and differences between them. The author finds that Chinese PSAs reflect these value orientations and opinions: harmony with nature, past-orientation, being orientation, collectivism and implication while Western PSAs reflect: mastery of nature, future orientation, doing orientation, individualism and directness. From both of them, we can find responsibility, virtues and human-centeredness. Because cultures are influenced by history, environment and religions, the author try to find answers in these three factors.The author hopes that findings of this thesis can rich the cross-cultural communication studies in PSAs and hope this can help to the development of intercultural communication.Key words:public service advertisements in west and China; cross-cultural perspective; cultural dimensions; cultural similarities and differencesAcknowledgementsMy study at CHONGQING NANFANG TRANSLATORS COLLEGE will soon come to an end. At the completion of my graduation thesis, I would like to express my sincere gratitude to all those who have helped me during the writing of this thesis. First of all, I gratefully acknowledge the help of my supervisor Professor ZhouYu, who has offered me valuable suggestions in my thesis writing.Without her patient instruction, insightful criticism and expert guidance, the completion of this thesis would not have been possible.In the second place, I feel grateful to all the professorsand teachers of the English Department of CHONGQING NANFANG TRANSLATORS COLLEGE, they have offered me valuable courses and advices during my four years’study in university.The last but not the least, my thanks would go to my beloved family for their support in me all through these years. I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help in my study and kept me company through all the difficulties.Contents摘要 (i)Abstract (ii)Acknowledgements (iii)Introduction (2)I.The Definition of Public Service Advertisements and Cross-cultural Approaches (4)A. Brief Introduction to Public Service Advertisements (4)1.Advertising (4)2.Classification of Advertising (4)3.Public Service Advertisements (5)B. Cross-cultural Approaches (6)1.Culture and Communication (6)2.Cultural Value (7)3.Culture Dimensions (7)II. Comparative Studies from Perspective of Cross-cultural Approach (10)A.Similarities in Chinese and Western Public Service Advertising (10)1.Responsibility (10)2.Human-Centeredness (11)3.Virtues (12)B.Differences in Chinese and Western Public Service Advertising (13)1.Harmony with Nature vs. Dominance of Nature (13)2.Being vs. Doing (14)3.Past Orientation vs. Future Orientation (15)4.Collectivism vs. Individualism (15)5.Implication vs. Directness (16)III. Causes of Differences between Chinese and Western Public Service Advertisements (18)A.Historical Factors (18)B. Environmental Factors (19)C. Religious Factors (19)Conclusion (21)Notes (22)Bibliography (23)A Comparative Study of Chinese and Western PublicService Advertising from Cross-Cultural PerspectiveIntroductionDifferent from other kinds of advertising, public service advertising (or public service announcement, hereinafter referred as PSA) is an effective way for strengthening good public awareness and values rather than for marketing commercial goods. Nowadays, with the development of world economy and people’s living standard, some social problems become more and more severe and how to reduce these social problems become a hot issue. Publicservice advertising is one of the indispensable ways tomarketgood public awareness and persuade the public to change their wrong attitudes or bad behaviors. PSAs firstly appeared in America in about 1940s which was to appeal the public to support wars while PSAs did not come into existence in China until 1980s when the first Chinese PSA titled as “节约用水” (Water Conservation) was aired by Guiyang TV station in 1986. In1987, the China Central Television Station launched a short program called “广而告之” (Advertise Broadly). After that, China has witnessed great growth and attracted people’s attention in PSA since 1996.PSAs benefit the society a lot: they arouse public awareness, promote positive beliefs and encourage people to take action to improve some situation. They are considered as the mirror of cultures in that it affects and is affected by the cultural values, national characters and certain attitudes of society (LuoXiaoxiao, 2008). As one type of advertising, PSA also contains cultures, national characters and certain attitudes. Due to different social and cultural backgrounds and processes of social development, PSA shows different ways of development in different societies and countries. Therefore, it is particularly essential to conduct a comparative study on Chinese and Western PSAs. The author of this thesis will focus on comparative study of Chinese and Western PSAs from the angle of cross-culture.Although a tremendous amount of researches have been conducted on west advertising form different perspectives. Most of the scholars have concentrated their attention on commercial advertisements, while few researchers focus on the study ofthe public advertising. Some of the studies on PSAs have based on the perspective of linguistic, semiotic, functional and values’ perspective. However, as a cultural carrier, it had not been given its due importance in studies from the angle of culture. A comparative study between Chinese and Western PSAs is particularly essential. Therefor, the purpose of this study is to compare the similarities and differences of cultural values reflected in Western and Chinese PSAs. It is expected that the findings of this thesis can help facilitate cross-cultural communication and do its own contribution to the study of PSAs both in China and West.Based on previous studies, this paper intends to analyze and compare the public service advertisements in Western and Chinese in the angle of cross-culture in order to find their similarities and differences and the causes of those differences. This thesis consists of five chapters. Chapter One describes the background, purpose and significance of this study and introduces the structure of the whole thesis. In Chapter Two, the literature review of advertising, PSA, culture, culture value and culture value dimensions as well as previous research review offers a theoretical support. Chapter Three is about the comparative studies from perspective of cross-cultural approach. Chapter Four tries to find the causes of those differences in PSAs in West and China. Chapter Five draws a conclusion and put forward some limitations of this study and recommendations for the future study. As a common part of our life, it can often be seen it in our daily life. A lot of scholars have studied PSAs from different perspectives. The author hopes to make a comparative study between Western and Chinese PSAs from a cross-cultural angle and wishes this study can help to promote the development of intercultural communicationI.The Definition of Public Service Advertisements andCross-cultural ApproachesA. Brief Introduction to Public Service Advertisements1.AdvertisingThe English word “advertising” originated from the Latin word “advertere”, which contained a meaning of catching people’s attention. During the medieval times, the word turned to “advertise”, which meaned “to inform somebody something and catch his attention”. With the development of commerce,not until the end of 17th century did the word “advertising” became popular and obtain the meaning of “to spread commercial information”. In China, the equivalent word is “广告”, which means “ widely announce”.The definition put forward by American Marketing Association is more specific in meaning: “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.”The most widely cited definition proposed by Bovee and Arens defines advertising as “the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, and services) or ideas by identified sponsors through various media.”12.Classification of AdvertisingTo make the concept of advertising clearer, we should discuss the classification of advertising. Advertising can be categorized into various sortsfrom different criteria and standards. For example, based on geographic area, advertising falls into four types: local, regional, national and international and from the perspective of its art form, it can be classified into picture advertising, performance advertising and speech advertising.Yu Mingyang and Chen Xianhong divided advertisements into commercial and non-commercial types when the product or service is concerned.(Cited in LuoXiaoxiao, 2008: 5). Commercial advertising is used to promote commercial goods or services. Its only purpose is to make profits. Non-commercial advertising refers to any other kinds of advertising which does not market the commercial goods or service which is different from commercial advertising. Its goal is to promote good social awareness such as to affect people’s opinions, change public’s bad behaviors or call for some actions beneficial to public with no profit motivation. This thesis is about public service advertisements, which belong to non-commercial advertising.3.Public Service AdvertisementsAs mentioned before, Public Service Advertisements belong to non-commercial advertising. The first definition of PSAs was given by AD council, a NGO,that is which serves the public, informs and educates the public about significant social issues in aneffort to change the public’s attitudes andbehaviors, and stimulate positive socialchange.A more formal and detailed definition of PSA is put forward by the Federal Communications Commission in the United States. It is “any announcement (including network) for which no charge is made and which promotes programs, activities, or services of federal, state, or local governments (e.g. recruiting, sale of bonds, etc.) or the programs, activities or services of non-profit organizations (e.g., United Way, Red Cross blood donations, etc.) and other announcements regarded as serving community interests, excluding time signals, routine weather announcements and promotion announcements” 2.This two definition’s focuses are different. The first one focused on the functions of PSAs while the second one tells us what kind of advertising can be called PSA and introduces the producers of PSAs. There are also lots of scholars who give their definitions on PSAs from their study’s perspectives.In 1999, the first scholar Gao Ping, who does systematical researches on public service advertisements in China, defines PSAs as “the non-commercial advertising for the service of pro bono public. In the PSAs, warning is usually applied to disseminate certain public service viewpoint so as to accelerate the construction of spiritu al civilization”(Cited in Xiong Ye, 2009: 16).Chinese scholar Zhang Mingxinviews PSA as:“an advertising activity that does not take making profit as its directobjective,communicates pro-bono ideas to the public by using artistic means, and makes the publ ic change their attitudes and/or behaviors”3.Compare the definitions of PSA from west with those from China, we can get the essence of PSA is non-profit.B. Cross-cultural Approaches1.Culture and CommunicationCulture came from a Latin word “c ultura”which contained the meaning of farming, education, development and respect. As time goes by, the concept of culture wich is seemed very easy understood becomes really wide and complex.Based on the definitions of culture from scholars abroad and in China, the author adopts culture as a dynamic set of shared behavioral traits, values, basic assumptions and thought patterns of any given group. This definition includes most of the major territory of culture.In Longman Dictionary of Language Teaching & Applied Linguistics, communication is “the exchange of ideas, information, etc. between two or more persons. In an act of communication there is usually at least one speaker or sender, a message which is transmitted, and a person or persons for whom this message is intended (the receiver).” 4Communication is constrained by many factors such as culture and society.From Wikipedia, cross-cultural communication (also frequently referred to as intercultural communication, which is also used in a different sense, though) is defined as a field of study that looks at how people from differing cultural backgrounds communicate, in similar and different ways among themselves, and how they endeavour to communicate across cultures. Cross-culture communication is obstructed by the differences of cultures between the people who are communicating with each other. The study of this thesis will discuss the culture differences between west and China which can help people to communicate in a faster way.2.Cultural ValueEveryone has variety of individual values, while a group with a common cultural background has some common values which are called cultural values. To know the cultural values of one group can help us to have a better understanding of their cultures. What’s more, how we act when we are in one situation can reflect the values we have. So when we get aware of cultural values in one group, we can predict or understand their actions towards some conditions. This can help the cross-cultural communication.3.Culture DimensionsKluckhohn and Strodtbeck's value orientationsKluckhohn and Strodbeck did a pioneer work on cultural value orientations. After having examined hundreds of cultures, they proposed their five values dimensions as the framework of understanding culture values: human nature, relationship to nature, sense of time, activity and social relationship. These five orientations can be explained by the following tables.In this study, three orientations will be talked later. One is relationship to nature. People with the values of harmony with nature think that human is part of nature and should live in consistency with nature. Master of nature means humans are the master of nature and they are encouraged to control it and use it in any way they like. The second one is sense of time. In past-oriented societies, the cultural memory is rich and deep in people’s mind. People like to look back into history and think traditions arevery important. Present-oriented cultures hold that the present moment has the most significance. For them, the future is unsure and unknown, and what is real existing in here and now. Future-oriented cultures emphasize the future and expect it to be grander than the present. The last one is activity orientation. Activity orientation means the way a culture views activity. It can be expressed by three common modes: being, being-in-becoming and doing. A being orientation think the personality of humans is more important than what they have done. Being-in-becoming orientation stresses the idea of who we are. In other words, being-in-becoming orientation thinks the center of human activity is to develop people themselves and become a more complete person. This is a spiritual process. Doing orientation describes action as the most important and people can achieve themselves only by doing something.Hofstede's value dimensionsHofstede, as a Dutch researcher and a business consultant, surveyed over a hundred thousand workers in multinational organizations in fifty countries and regions during the 1980s. After analysing the research results, he put forward four value dimensions, which made a great contribution to the later study, namely: individualism-collectivism, uncertainty avoidance, power distance, and masculinity-femininity. We will focus on the first one in later study.Hofstede’s individual-collectivism dimension have been widely used in analysing cultural similarities and differences as well as better understanding cultural differences in PSAs. This thesis will apply this dimension into comparative study of PSAs in China and West.Individualism focuses on independence, individual achievement and uniqueness of each individual while collectivism stresses on common interests, conformity, cooperation, interdependence and integration.Hall's high and low context orientationWe can examine cultural similarities and differences in both perception and communication from another way based on the theory of Edward Hall’s context orientation. According to the degree to which meaning comes from the setting or from the exchanged words, he divided culture into high and low context. The definition of high context and low context that was given by Halls was “A high context (HC) communication or message is one in which most of the information is already in the person, while very little is in the coded, explicitly transmitted part of the message. Alow context (LC) communication is just the opposite, i.e., the mass of the information is vested in the explicit code”5.In high context cultures, many of the messages are exchanged in settings instead of direct words. Because people in high context cultures often have similar traditions, history etc., and they tend to give attention to their surroundings and can interpret their feelings without speaking them out,so high context cultures depend a lot on settings. In low context cultures, people will send the messages directly in what they say so this conversation does not rely on many settings.II. Comparative Studies from Perspective of Cross-culturalApproachA.Similarities in Chinese and Western Public Service Advertising1.ResponsibilityResponsibility is one kind of spirit which can have a good effect to people themselves, nature, and the whole society, including countries, collectives, families and so on. It can be found in our daily life and it can be the responsibility for the loved ones, for family, for the work or even for the nation and the whole world. No one can live in a group without responsibility. One direct and effective way to solve the common social issues is to wake up people’s responsibility. Of course, many PSAs which is created for solving or reducing those social issues contains this important element and have manifestations of responsibility. We can find this responsibility from the following examples.(1) 地球是我家，绿化靠大家。

中美志愿服务差异英语作文English Answer:The concept of volunteerism plays a significant role in both Chinese and American societies. However, there are notable differences in the approach to volunteering in these two countries.In China, volunteerism is often perceived as a duty or collective responsibility towards society. It is commonly organized through government-initiated programs or state-owned enterprises. Volunteers are typically assigned to specific activities or projects that align with government priorities. While participation is voluntary, there is a strong emphasis on fulfilling social obligations and contributing to the common good.In contrast, volunteerism in the United States is more decentralized and grassroots-driven. Individuals and non-profit organizations initiate and organize a wide range ofvolunteer opportunities. Volunteering is seen as a personal choice that allows individuals to pursue their interests, support causes they care about, and make a difference in their communities. There is a greater focus on individual autonomy and empowerment in shaping volunteer experiences.Another key difference lies in the motivation for volunteerism. In China, volunteers are often driven by a sense of social responsibility and collectivism. They value the opportunity to contribute to the collective well-being of their community and to fulfill their civic duties. In the United States, volunteers are more likely to be motivated by individual passions and interests. They seek out volunteer opportunities that align with their values, skills, and desire to make a meaningful contribution.Moreover, the recognition and rewards for volunteering vary between the two countries. In China, volunteers may receive formal recognition from government agencies or official entities. This recognition can be seen as an acknowledgment of their contribution to society and can enhance their social status. In the United States,volunteers are typically rewarded through intrinsic factors such as personal satisfaction, a sense of accomplishment, and the opportunity to develop new skills and experiences.Finally, the impact of volunteerism on society also differs between China and the United States. In China, volunteerism is often seen as a way to promote social cohesion and harmony. It helps to foster a sense of community and encourages citizens to actively participatein the development of their society. In the United States, volunteerism is more focused on empowering individuals and enriching communities. It provides opportunities for personal growth, skill development, and active engagementin addressing social issues.中文回答：中国和美国对于志愿服务的理解存在着一些差异。

关注思考042从社会影响力来看，公益海报旨在为公众提供知识和价值观上的服务，并覆盖了从科学普及、卫生健康、绿色环保、振兴教育、弘扬美德、发扬民族与时代精神等多方面主题；从艺术价值来看，公益海报的去商业化使其在设计过程中能将美学符号与主题最大化结合，诞生了许多既具备传播力度、又具备一定艺术价值的经典设计作品。

尽管在数字化媒介的席卷下，公共空间用以传达信息的渠道日益增多；但公益海报的优势在于其不随商品迭代而更换、停留时间较长，同时往往经过精良的视觉设计、能深入根植本土文化，唤起公众更强烈的同理心。

因此，开展对健康公益海报设计的视觉语言对比分析，有利于了解中西方在健康卫生信息传播中的不同视野，既提取国内国际海报设计的共性，也融合不同文化中海报设计的优势与特色，从而更全面、有力地推进卫生健康教育宣传工作。

一、视觉语言要素海报设计是用图形来传达信息的过程[1] 。

在此过程中，视觉语言作为准确传达主题与理念的设计手段，需要结合时代背景、文化根源、受众群体等多方面因素进行考虑。

通过对符号、文字、构图、色彩、内容等视觉元素的提炼与加工，海报中的诸多信息才能被有序地组织与编排，形成强烈的视觉冲击力，构建完整、连贯的信息表达。

（一）符号符号是视觉语言的要素之一，分为抽象符号及具象符号，是由其外在的表现形式与内在的隐藏含义组合而成。

符号的表现形式与其内在含义的对应关系是社会长期积累下形成的，是一个相对稳定的系统[2] 。

视觉符号比文字拥有更强的感染力，灵活地运用处理视觉符号，更形成被受众所接受的画面效果[3] 。

创造一个独特的设计，除了需要关注设计中符号的表现力，还要正确地认知和把握视觉符号潜在的含义，了解视觉符号的时代性和文化性[4] 。

（二）文字海报设计中的文字要素，不仅仅是信息的直接载体，同样是一种特殊的视觉符号[5] ，具有即效性和标识性的特征[6]。

设计师在处理文字要素时，需要在保证信息传达准确直观的同时，保证文字作为视觉符号的美观性。

从广告角度比较中西方文化差异I IntroductionLanguage and culture are inseparable. Each national’s special culture mode comes out of the speech and behavior of that race by all means. The y use thEir own language to record the things happened by them. The advertisement is a kind of manifestation of culture, it’s under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the community and with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faith…etc, will produce a function to the advertisement language by all means. No matter how the advertising art develop, as long as it is a popular method of communication involved, it will never take part from language , language will be the most important and effective communication tool. Advertisement through the performancefunction of language to describe the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However , the current language is not merely the carrier of products; it adjusts tradition and modern culture factors to make them carry more contents richer than it. In fact, the advertisement language of the social culture reflection is easily comprehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important function to create and design the advertisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its trace of social national culture, according to every nation’s thinking mode, mental characteristic, living custom, value judgment ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match “native son” mindset has already been earnestly practiced by numerous advertisement plan personnel. The influence of Chinese and Western culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese andWestern culture in many ways. The company of American P&G named its shampoo “pert-plus” in the United States, bEIng named “perjoice” in the Asia, and its Chinese name is “float soft” to cater for Chinese market, and it can explain a problem very much. Owing to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture background, customs, behavior principle, life style of Chinese and Western have great distinction. Therefore, every country’s advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertising languages.Ⅱ. The relationship between culture and language.1 The concept of the language and cultureCulture is the all and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is accompanied by the creation of the human society, it is the direct manifestation of thinking. Languagereflects the characteristics of a nation, which not only includes the nation’s historical and cultural backgrounds, but holds on the nation’s view of life, the way of life and thinking. Culture is diverse, language is also varied (Chen,000:20).When the nation as a language, living areas, economic life and psychological stability community appears in the history of mankind, language is deeply stamped with the brand of a nation; it is the most typical characterization of the nation and national culture..The relations of language and cultureLanguage is a means of expressing cultural customs, as a part of culture, and plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of culture—no language, no culture (Pan,001:30).From another aspect, language is affected by language and reflected the culture. Language is based on the historical and cultural aspects. The nation’s way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorption ought to pass the language to achieve. Language and culture influence each other; we should try to understand language and culture and to learn them. Language is like a mirror whichreflects the entire culture, and every nation has its own culture. Language as the carrier and idea of culture, its representation form is influenced and restricted by culture. Understand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western advertising languages let us deepen our understanding of foreign countries, and bring to the world of cross-cultural exchanges.Ⅲ.The features of Chinese and Western advertisementAdvertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertisinglanguage also is the component of culture. Advertisements adjust people’s activity or bring the society effect into play. Advertisement is a multi-language arts conveying information to people and using language for the carrier (Chen,000:12).Therefore, the advertising language should be simple and easily understood，fluency and clear, we should also pay attention to the rhetoric manner at the same time. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the spirit edifying and enjoying aesthetic feeling, arousing people’s desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to compare and analyze how the Chinese and Western national culture influence their advertising language:.1 Different Philosophy conceptThe Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The People’s Insurance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will come to an agreement between them. At last the goal of the ad comes into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、self—development and personal enterprise. The biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you can’t be with the Olympus Zoom Lens Reflex series. The all-in-X cameras that won’t limit your creative ability. (Olympus camera). The camera have one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisementsshow the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen,000:33).Different cultural values—orientedChinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (2) Tang palace drink, JIAN NAN CHUN (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen,000:2).The Western countries insisted the short term oriented culture; the main reason is the history is shorter than China. They don’t do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy (hard sale), a product of the “immediate results” as a selling po int. For example: “go and get it at once”, “buy it” , “fit it well”, “take action right now”, “call now” etc. is the common use in foreign ads (Zhu, 1996:50).Value is the different views and attitudes of peopleregarding the matter. China is a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this feature of Chinese culture: HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excellent for using the partial tone of “mosquito” and “listen”. It builds the image of unknown to public dedication of products and corporation. To praises of the heroes of our community who quietly worked hard, this identity arouses the resonance in the minds of vast consumers.But in the Western capital society, individualism、equality and the dominant natural were the orientation ,they stress personality differences. This can be seen from many American ads products, there are many differences trying to explain from, even in the absence of any differences as well. In the United States ads, there is a popular phrase, it would be: to create different. For example: One airline painted the vivid colors on the airframe in order to catch people’s eye. In fact, the plane and service of other airplane company are not much different..Different cultural psychologyAdvertiser often reflecting takes me the psychology and tries to appear the customers. Ads reflected the culturalpsychology of language is quite common. Such as:1、congratulate to make a pile to welcome new year, have long luck Goldlion (Goldlion wearing advertisement);、WEI LI washing machine, dedicated to a mother. (WEI LI washing machine); the advertising language cater to the cultural psychology of Chinese, has persuaded function. Good fortune、salary、longevity 、happy and wealth were the symbol of Chinese traditional culture. Chinese have the psychology of hearing nice words, so many products related to the common use show menu of the family affection. For example: “A lot of good luck, a lot of satisfaction” (FU MAN DUO instant noodles) (Yao,000:4)and “A bowl nice glue ball round and round , a good reunion after eating (a advertisement of Chinese glutinous rice flour) are two types examples which emphasis Chinese value. (Yao,000:16) In contrast, the Western culture takes more emphasis on independence and individuality; their ads pay more attention to character display, ideas and humo r. “Kodak film and your family happiness” (Yao,000:22) Is a popular advertisement in China’s market, but its ads in is a picture of one boy holding ponchos in one hand, and the other standing on a sword with the statements. “He just killed his last dragon”. (Yao,000:30) Kodak keeps happiness for Chinese, keep the feat for American.The whole world has a common human emotion, such as kinship, friendship and love, but the expression is different. Westerners are more candid and Asians are more subtle. “Using your telephone to transmit love”. Bell Telephone Company deliver the message by illustrating picture of that: the daughter of an elderly parent far away give a phone call to them and say “I love you”, and excite the older parents by contract.“ Find o ne day for us to look through the romantic” (ads of one Hotel in Taipei) this conveys the love between husband and wife. The romance is subtle (Shen, 1999:20).In accordance with Chinese laws the content in ads about ethnic racial difference and gender discrimination is illegal, ads language must be truthful and standardized. It should conform to the construction of socialist spiritual civilization. The following example shows the difference. One American company plants to recruit a female secretary, who looks like puberty girl, thinks like an adult male, walks like adult woman, works like a donkey! In American culture, this parlance has humorous effect. But it makes Chinese viewers angry: because it has the discrimination meaning toward to the female and the donkey means stupid in Chinese culture.Below there are two ads of advocating non-smoking: Thefirst one was a foreign plane that will make public service announcements, its center is a picture of a rifle, a bullet and a cigarette. The title is: rapid death, slow suicide. This ad directly put the death linked to smoking the language is explicit and straightforward, and has a strong visual impact. It works with undisguised and straightforward method of smoking hazards, to alert people not to smoke. However the other one is a domestic television commercial. It shows us that there is a glass of water on the table, and then a drop of ink is dropping in it, after that clean water turning into muddy, and the last is bigger ,with three drops... until the whole clean water mixed to dirty completely. Accompanied outer sound: “If smokes, the lung of us will be like this cup of water...” ( Shen,1999:36) This ads like the first one, want to remind people of the hazards on body health, but it keeps away from the death and through the subtle language like the clean water become muddy, hints the relations between smoking and death. The ads above show the different cultural atmosphere of different nation and countries. From this, we can see that the foreign ads try to forbid smoking strongly and straightforwardly, but local ads is meant to remind the rise of smoking people quit smoking subtly and unobjectionable. The western ads make people think seriously after shocked, thedomestic ads is allowed people know the hazards while tasting. This is not just the feeling difference of performance, but more important is that it is through language and images to reflect the cultural differences..Different cultural atmosphereChinese people are not accustomed to express thEir ideas directly, but to use the euphemism, tortuous way to express. Han nationality affected by Confucian ideas is modest, introverted and conservative. This is unlike European and American national export and lively personality. In France, for example, a perfume advertisement: “ The one drop is to the beauty, two drop is for the lover, three drop is enough to lead to one love affair.” (Zhu,1999:28).French people think that this expression is very romantic and attractive, but Chinese consumers think it hard to accept this extreme expression. Three drops can bring a love is fast open. Chinese people are conservative and cautious. They believe down-to-earth do not believe that asking for the moon. So the instant love more difficult to accept.Chinese culture is known to family peace and harmonious, this is consistent with the physical environment, and this is related closely to the past several thousand years of self-sufficiency family’s economy systems. For example, the“Confucian Temple home wine” ads “home state” (Li,002:10). Its ads creativity is from thEIr wine name “home wine Confucian Temples” (Li,002:20) in “home”. The phrase “Confucian Temple home wine, make people homesick.” is able to touch the hearts of so many people, because it reflects the homesick feelings of the people. Linked the liquor with a long history of traditional Chinese culture, it shows a profound cultural implication. The ad has strong cultural features, the values embodied in ads does not seem the least competitive, utilitarian, but with a human feeling and a great reunion of the family..Different concept of authority and self-worthHonor and certificates are often used as a tool to attract Chinese customers, because Chinese people always believe in authority. In fact, the honorary certificates don’t relate to the products self characteristic. For example: Shanghai shoes factory recommends selection for the national well-known trademarks, famous trademarks in Shanghai, Ministry of light industry. Shanghai high-quality products. (Shanghai shoes factory), which is basically used for listing a large number of certificates and accolades in large space, this is persuasive to Chinese readers. These certificates and identification evidence means the reputation of high quality and reliable assurance.Several thousand years of feudal system produced the firm official position worship; the idea has been affecting the country. The government awarded a certificate of honor and technology to company, than the certificates have priceless efficiency.In sharp contrast with China’s ads, English ads is not seen such expression in the ads. Even some international brands and ads will not honor any identification certificates to prove. In the British-based culture, people pursue the self-worth, not deliberately seeking to cross over location. Through individual efforts to shoot for success in career means the dramatic increase of social status and material wealth. The practical spirit has been fully reflected in ads. This can be seen in the following example: Selected by James Bond the sign of Excellence (OMEGA) Switzerland famous swatch, superb work and expensive, is the best option of successful people. Ads have chosen James Bond, the successful spy, to represent the swatch, he has a tremendous attraction for ads, has galactic impel power..Different gender imageChinese and Western culture have different gender image position, this can be found in ads language. Two thousands traditional Confucian ideology influences Chinese idea, the concept of Chinese women has been defined within theframework of gentle graciousness. Thus, in the ads, female models are basically the front feminine beauty. If ads creativity wants to show the performance of lofty aspiration, it will do through man to express generally. To list the example of alcohol ads, in the long course of several thousand years of China history, it seems that alcohol is only the matter for man to express his emotion. In Chinese alcohol ads, a lot of that background is ancient warrior uniform and they carouse do as their pleases, displayed the heroic mettle. And in the 1920s of0th century, feminist movement began in the United States and then spread to the entire Western world narrowing the gender gap significantly. There is a liquor ads for a blow mobile coach and matcher, women’s pride soaring. China also had female heroes, but if a woman used to the ads, I wonder if people can accept psychologically..Different customsAs the differences of natural environment, economic levels and national development history, each nation has its own unique and accustomed lifestyle. For example: Chinese and Japanese use chopsticks to dine, Westerners use forks. Chinese people like to invite guests and give gifts, and the Westerners rarely entertain guests at home; Chinese people like to wear redsetting, glue “XI” word and send gifts when they get married , the color red is regarded as lucky. In the west, the red color is not ghillie. For example, one import and export company of China uses the red material packaged the Red fireworks to sell to former Federal Republic of Germany and Sweden , as a result, nobody cared about them , only after using gray package ,the sales began. But many successful examples of “into the ta boo, do as the Romans do were numerous. For example, the Swiss Nestle company put the ads into Chinese market in 1984, use the psychological of “hospitality” of Chinese as breakthrough to occupy the consumer market, the warm hospitality and decency as a customer-led is dominant (Leech G N,1966:82).Quote one Chinese official phrase “extreme surprise” to suit the favor of Chinese people (Wayne J. Keeley,1958:52). This led to a strong emotional response, eliminate the psychological distance between Chinese and Westerners, develop and occupy China’s coffee market effectively.The national holiday is an important component of national customs and traditions. Each nation has its own traditional method of celebrating festival. For example: China has many important traditional festivals, Spring Festival, Mid-AutumnFestival, and Dragon Boat Festival and so on. Different festival has different customs. Chinese festival is like the family reunion in Spring Festival, children wearing new clothes, fire the firecrackers, gift the red envelopes to each other, and say a few lucky phrases to get the fortune. In Dragon Boat Festival, everybody eats Chibaozi and dumplings, Mid-Autumn Festival is one of the festivals that Han ethnic miss his distant relatives; they will eat moon cakes and salty egg, etc. The background music to these ads gives a sense that arouses people’s cultural identity and makes people feel friendliness..Different aestheticsBeautiful music, the moving pictures, wonderful words and beautiful image, all above will give pleasure and deep impression to people. Many ads executives understand this very point; they do everything possible to the consumer to create visual and auditory sense of beauty, to enhance the consumer’s impression. People in different countries, nationalities, estate and era have different taste standard, this can be reflected in the architecture and style of clothes. In China’s feudal society, women with small feet is seems to be beautiful. But the taste standard of modern people is well proportioned. To the different taste standard, the association arousing in people’s brain isdifferent. For example, the “cock” and “white elephant” are considered as the gook luck and lovely symbol in China. However , in Western eyes, “white elephant” is considered the “harm than benefit, useless and cumbersome things”, and “cock” is the slang meaning of “discharge of abusive words”. Another example is the “lotus” which is the symbol of clearness thing in China, but in Japan is not auspicious (Ding, 1998:15).Ⅳ. SignificanceAdvertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture; it divorced from the national culture factors, and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have something in common and also have differences, it should learn from each other and complement each other. English advertisement has some practices; it is worth studying by Chinese advertising workers. Chinese advertising workers must work hard, innovate and make foreign things serve for China. Then, Chineseadvertisement could make progress and exceed the level of the world’s advertising art. Therefore, in order to increase the attractiveness of advertising and promotion the cultural development. First of all, the western culture essence should be absorbed. Second, traditional culture and modern pop culture should be morally and civilly missed together. Third, it should make the traditional culture adapted to the development of the modern advertising, so to promote international communication. Thus it will make Chinese culture internationalize.Ⅴ. ConclusionNowadays, advertisement not only represents the pure commerce, but also it is one new pattern language species which already is accepted by the public. Culture has a significant impact on the production of advertising execution. All successful advertisements were created according local national culture and advertising culture. Chinese and Western cultures have significant diversity, if the advertising producer didn’t pay attention to distinguishing different culture features while producing the advertisement, he will be hampered. Therefore, the thesis aims to combine Chinese culture and Western culture. In fact, only in this way, can people from different culturescommunicate well so as to make China prosperous.References：Leech G N .The Language in Advertising [M]. London: Longmans, Green and , 1966Mueller B. International Advertising: Communicating Across Culture [M]. Wadsworth Publishing Company, 1966.Wayne J. Keeley, Evidence-Based Dental Advertising and Self-Regulation: A Perspective by the National Advertising Division [M], 1958.陈秋萍，2000，《广告创意的民族文化内涵》，[M]广西社会科学出版社。

从广告语看中西文化差异(Cu ltu ral D ifferences betw een Ch inese andW estern Coun tries in A dvertisem en ts绵阳师范学院外国语学院石成蓉(四川师范大学外国语学院硕士研究生[Abstract]Cu ltu ral difference can be found in m any aspects,th is paper deals w ith the differences betw een Ch inese cu ltu re and English cu ltu re in the perspective of advertisem en ts.A dvertising is an i m po rtan t part of peop le’s life.A dvertisem en ts in a certain coun try attract certain con sum ers,so they reflect the un ique cu ltu re in the given coun try. T h is paper w ill focu s on fou r aspects to illu strate the cu ltu ral difference betw een Ch ina and W estern coun tries found in advertising creati on and advertising language ai m ed to help peop le understand cu ltu ral difference in the trend of globalizati on and accelerate the cro ss-cu ltu ral comm un icati on.[Key words]cu ltu ral difference advertisem en t Ch inese cu ltu re W estern cu ltu reT hom as O’Gu inn et al.po in t ou t in their book dvertis2 ing,cu ltu re is w hat peop le do,o r“the t o tal life w ays of a peo2 p le,the social legacy the individual acqu ires from h is group”. (O’Gu inn1998:137A dvertising is an effective w ay fo r traders and bu sinesses to comm un icate info rm ati on abou t their goods, services o r ideas to the con s um ers.It is p ri m arily concerned w ith attracting the pu rchasers’in terest by bu ilding accep tance fo r a p roduct o r a service and by develop ing confidence and re2 spect fo r the firm and its p roducts o r services.A dvertising is a cu ltu ral p roduct;it m ean s no th ing ou tside of cu ltu re.(O’Gu inn 1998:236D ifferen t w ays and language in advertising p roduce differ2 en t effects on con sum ers from differen t cu ltu res.So s m art ad2 vertisers don’t igno re cu ltu raldifference,and w e can tell the cu ltu ral difference betw een Ch inese advertisem en ts and w estern advertisem en ts.T h is paper w ill focu s on fou r aspects to illu s2 trate the cu ltu ral differences betw een Ch ina and W estern coun2 tries found in advertising creati on and advertising language.I.Collectiv is m vs.I nd iv idua lis mV alues are the defin ing exp ressi on s of cu ltu re.In advertis2 ing,it is strongly believed that the mo st effective advertise2 m en ts are tho se that best exp ress and affirm co re cu ltu ral val2 ues.W hat advertisers shou ld do is to m ake the advertisem en ts con sisten t w ith values of the targeted peop le.If no t,they are likely to be rejected.Every coun try has its ow n values,o r the endu ring beliefs.A set of con tradicto ry one shared by a lo t of coun tries is co llectivis m and individualis m.Ch inese society is co llectivistic and the Ch inese tend to pu t the benefits of group o r society in the first p lace,w h ileW estern societies are individ2 ualistic and thu s mo re p rone to strive fo r self-ach ievem en t and self-satisfacti on.T hese concep ts are often reflected in adver2 tising language.Fo r examp le:你好,我好,他好。

第8卷增刊　2005年12月上海电机学院学报J OU RNAL OF SHAN GHAI DIANJ I UN IV ERSIT YVol.8Sup.　Dec.2005　收稿日期:2005209215作者简介:徐鸿雁(19792),女,助教,专业方向:英语语言文学。

文章编号　167122730(2005)ZK 20057205Differences between Chinese and AmericanCult ures Reflected in AdvertisingXu Hongyan(English Depart ment ,Shanghai DianJi U niversity ,Shanghai ,200240) Abstract The paper illust rates some differences between Chinese and American cult ures from t he perspective of advertising.It also reveals t he close relationship between advertising and cult ure.In t he translatio n of advertisement s ,it is necessary to overcome t hese cult ural differences to achieve same ef 2ficiency between source text and target advertisement. Key words advertising ;cult ural differences ;p sychology从广告语的角度看中美文化差异徐鸿雁(上海电机学院英语系,上海,200240) 摘　要　从广告的角度,分析了中美两国的文化差异,同时,也揭示了广告和文化之间的紧密关系。

从公益广告看中西方文化差异华　章（韶关学院 广东韶关 512005）摘　要：公益广告面向社会宣传，陶冶人们的心灵，规范人们的良知，营造良好的社会风气，为我国构建和谐社会发挥着越来越重要的作用。

比较国内外公益广告，可以明显看出中西方文化的差异，从差异中注重发扬民族特色但又在当前全球一体化浪潮中做到兼容并蓄，将是我国公益广告的发展方向。

关键词：公益广告；文化定义；文化差异中图分类号：G04 文献标识码：A 文章编号：1000-9795（2011）01-0370-01一、关于公益广告的阐述公益广告具有很强的思想性、艺术性、公益性和针对性，往往言简意赅，以小见大， 给人以启迪和警示。

公益广告独特的传播效果极大地丰富了我们的精神生活，提高了全民族的文化素养，培养了社会公共道德，为我国构建和谐社会发挥着越来越重要的作用。

1986年贵阳电视台开始播放一个名为《节约用水》的栏目，随后1987年10月中央电视台在每晚黄金时间里开播了《广而告之》栏目，播放公益广告，揭开了我国公益广告事业新的一幕。

如今，公益广告走过了二十多年发展历程，它已经在众多的广告形式中占据了独特的位置并不断呈现出独特的魅力与价值。

在我国当前环境下，公益广告的作用日益明显，它给公众以启迪，平心静气，循循诱导，让公众留下深刻的记忆，温馨的广告语言，生动的画面如清风扑面，营造人与社会、人与自然的和谐与交融。

公益广告的核心是创造社会效益，即有效地向社会宣传，向社会动员，陶冶人们的心灵，规范人们的良知，营造良好的社会风气。

因此，我国的公益广告必须具有中国特色，符合东方文化传统。

只有深刻理解这层含义，才能坚持正确的导向，肩负起社会历史使命，关注社会效益，贴近中国大众、反映人民的意愿和呼声。

二、文化的定义谈到文化，首先我们要弄清什么是文化。

目前，学术界公认的意见认为，被称为人类学之父的英国人类学家E B泰勒，是第一个在文化定义上具有重大影响的人。

他在《原始文化》“关于文化的科学”一章中说：“文化或文明，就其广泛的民族学意义来讲，是一复合整体，包括知识、信仰、艺术、道德、法律、习俗以及作为一个社会成员的人所习得的其他一切能力和习惯。

Western culture, difference from the advertising angleI IntroductionLanguage and culture are inseparable. Each national’s special culture mode comes out of the speech and behavior of that race by all means. They use their own language to record the things happened by them. The advertisement is a kind of manifestation of culture, it’s under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the community and with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faith…etc, will produce a function to the advertisement language by all means. No matter how the advertising art develop, as long as it is a popular method of communication involved, it will never take part from language , language will be the most important and effective communication tool. Advertisement through the performance function of language to describe the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However, the current language is not merely the carrier of products; it adjusts tradition and modern culture factors to make them carry more contents richer than it. In fact, the advertisement language of the social culture reflection is easily comprehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important function to create and design the advertisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its trace of social national culture, according to every nation’s thinking mode, mental characteristic, living custom, value judgment ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match“native son” mindset has already been earnestly practiced by numerous advertisement plan personnel. The influence of Chinese and Western culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The company of American P&G named its shampoo “pert-plus” in the United States, being named “perjoice” in the Asia, and its Chinese name is “float soft” to cater for Chinese market, and it can explain a problem very much. Owi ng to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture background, customs, behavior principle, life style of Chinese and Western have great distinction. Therefore, every country’s advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertising languages.Ⅱ. The relationship between culture and language2.1The concept of the language and cultureCulture is the all and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is accompanied by the creation of the human society, it is the direct manifestation of thinking. Language reflects the characteristics of a nation, which not only includes the nation’s historicaland cultural backgrounds, but holds on the nation’s view of life, the way of life and thinking. Culture is diverse, language is also varied (Chen, 2000:20).When the nation as a language, living areas, economic life and psychological stability community appears in the history of mankind, language is deeply stamped with the brand of a nation; it is the most typical characterization of the nation and national culture.2.2 The relations of language and cultureLanguage is a means of expressing cultural customs, as a part of culture, and plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of culture—no language, no culture (Pan, 2001:30).From another aspect, language is affected by language and reflected the culture. Language is based on the historical and cultural aspects. The nation's way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorption ought to pass the language to achieve. Language and culture influence each other; we should try to understand language and culture and to learn them. Language is like a mirror which reflects the entire culture, and every nation has its own culture. Language as the carrier and idea of culture, its representation form is influenced and restricted by culture. Understand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western advertising languages let us deepen our understanding of foreign countries, and bring to the world of cross-cultural exchanges.Ⅲ.The features of Chinese and Western advertisementAdvertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language also is the component of culture. Advertisements adjust people’s activity or bring the society effect into play. Advertisement is a multi-language arts conveying information to people and using language for the carrier (Chen, 2000:12).Therefore, the advertising language should be simple and easily understood，fluency and clear, we should also pay attention to the rhetoric manner at the same time. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the spirit edifying and enjoying aesthetic feeling, arousing people’s desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. EtcOwing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to compare and analyze how the Chinese and Western national culture influence their advertising language:3.1 Different Philosophy conceptThe Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The People’s Insurance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will come to an agreement between them. At last the goal of the ad comes into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、self—development and personal enterprise. The biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you can’t be with the Olympus Zoom Lens Reflex series. The all-in-X cameras that won’t limit your cr eative ability. (Olympus camera). The camera have one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen, 2000:33)3.2 Different cultural values—orientedChinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (2) Tang palace drink, JIAN NAN CHUN (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture; the main reason is the history is shorter than China. They don’t do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy (hard sale), a product of the “immediate results” as a selling point. For example:“go and get it at once”, “buy it” , “fit it well”, “take action right now”, “call now” etc. is the common use in foreign ads (Zhu, 1996:50).Value is the different views and attitudes of people regarding the matter. China is a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this feature of Chinese culture: HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excelle nt for using the partial tone of “mosquito” and “listen”. It builds the image of unknown to public dedication of products and corporation. To praises of the heroes of our community who quietly worked hard, this identity arouses the resonance in the minds of vast consumers.But in the Western capital society, individualism、equality and the dominant natural were the orientation ,they stress personality differences. This can be seen from many American ads products, there are many differences trying to explain from, even in the absence of any differences as well. In the United States ads, there is a popular phrase, it would be: to create different. For example: One airline painted the vivid colors on the airframe in order to catch people’s eye. In fact, the plane and service of other airplane company are not much different.3.3 Different cultural psychologyAdvertiser often reflecting takes me the psychology and tries to appear the customers. Adsreflected the cultural psychology of language is quite common. Such as:1、congratulate to make a pile to welcome new year, have long luck Goldlion (Goldlion wearing advertisement); 2、WEI LI washing machine, dedicated to a mother. (WEI LI washing machine); the advertising language cater to the cultural psychology of Chinese, has persuaded function. Good fortune、salary、longevity 、happy and wealth were the symbol of Chinese traditional culture. Chinese have the psychology of hearing nice words, so many products related to the common use show menu of the family affection. F or example: “A lot of good luck, a lot of satisfaction” (FU MAN DUO instant noodles) (Yao, 2000:4)and “A bowl nice glue ball round and round , a good reunion after eating (a advertisement of Chinese glutinous rice flour) are two types examples which emphasis Chinese value. (Yao, 2000:16) In contrast, the Western culture takes more emphasis on independence and individuality; their ads pay more attention to character display, ideas and humor. “Kodak film and your family happiness” (Yao, 2000:22) Is a popular advertisement in China’s market, but its ads in U.S is a picture of one boy holding ponchos in one hand, and the other standing on a sword with the statements. “He just killed his last dragon”. (Yao, 2000:30) Kodak keeps happiness for Chinese, keep the feat for American.The whole world has a common human emotion, such as kinship, friendship and love, but the expression is different. Westerners are more candid and Asians are more subtle. “Using your telephone to transmit love”. Bell Telephone Company delive r the message by illustrating picture of that: the daughter of an elderly parent far away give a phone call to them and say “I love you”, and excite the older parents by contract.“ Find one day for us to look through the romantic” (ads of one Hotel in Taipei) this conveys the love between husband and wife. The romance is subtle (Shen, 1999:20).In accordance with Chinese laws the content in ads about ethnic racial difference and gender discrimination is illegal, ads language must be truthful and standardized. It should conform to the construction of socialist spiritual civilization. The following example shows the difference. One American company plants to recruit a female secretary, who looks like puberty girl, thinks like an adult male, walks like adult woman, works like a donkey! In American culture, this parlance has humorous effect. But it makes Chinese viewers angry: because it has the discrimination meaning toward to the female and the donkey means stupid in Chinese culture.Below there are two ads of advocating non-smoking: The first one was a foreign plane that will make public service announcements, its center is a picture of a rifle, a bullet and a cigarette. The title is: rapid death, slow suicide. This ad directly put the death linked to smoking the language is explicit and straightforward, and has a strong visual impact. It works with undisguised and straightforward method of smoking hazards, to alert people not to smoke. However the other one is a domestic television commercial. It shows us that there is a glass of water on the table, and then a drop of ink is dropping in it, after that clean water turning into muddy, and the last is bigger ,with three drops... until the whole clean water mixed to dirty completely. Accompanied outer sound: “If smokes, the lung of us will be like this cup of water...” ( Shen,1999:36) This ads like the first one, want to remind people of the hazards on body health, but it keeps away from the death and through the subtle language like the clean water become muddy, hints the relations between smoking and death. The ads above show the different cultural atmosphere of different nation and countries. From this, we can see that the foreign ads try to forbid smoking strongly and straightforwardly, but local ads is meant to remind the rise of smoking people quit smoking subtly and unobjectionable. The western ads make people think seriously after shocked, the domestic adsis allowed people know the hazards while tasting. This is not just the feeling difference of performance, but more important is that it is through language and images to reflect the cultural differences.3.4 Different cultural atmosphereChinese people are not accustomed to express their ideas directly, but to use the euphemism, tortuous way to express. Han nationality affected by Confucian ideas is modest, introverted and conservative. This is unlike European and American national export and lively personality. In France, for example, a perfume advertisement: “The one drop is to the beauty, two drop is for the lover, three drop is enough to lead to one love affair.” (Zhu,1999:28).French people think that this expression is very romantic and attractive, but Chinese consumers think it hard to accept this extreme expression. Three drops can bring a love is fast open. Chinese people are conservative and cautious. They believe down-to-earth do not believe that asking for the moon. So the instant love more difficult to accept.Chinese culture is known to family peace and harmonious, this is consistent with the physical environment, and this is related closely to the past several thousand years of self-sufficiency family’s economy systems. For example, the “Confucian Temple home wine” ads “home state” (Li, 2002:10). Its ads creativity is from their wine name “home wine Confucian Temples” (Li, 2002:20) in “home”. The phrase “Confucian Temple home wine, make people homesick.” is able to touch the hearts of so many people, because it reflects the homesick feelings of the people. Linked the liquor with a long history of traditional Chinese culture, it shows a profound cultural implication. The ad has strong cultural features, the values embodied in ads does not seem the least competitive, utilitarian, but with a human feeling and a great reunion of the family.3.5 Different concept of authority and self-worthHonor and certificates are often used as a tool to attract Chinese customers, because Chinese people always believe in authority. In fact, the honorary certificates don’t relate to the products self characteristic. For example: Shanghai shoes factory recommends selection for the national well-known trademarks, famous trademarks in Shanghai, Ministry of light industry. Shanghai high-quality products. (Shanghai shoes factory), which is basically used for listing a large number of certificates and accolades in large space, this is persuasive to Chinese readers. These certificates and identification evidence means the reputation of high quality and reliable assurance. Several thousand years of feudal system produced the firm official position worship; the idea has been affecting the country. The government awarded a certificate of honor and technology to company, than the certificates have priceless efficiency.In sharp contrast with China’s ads, English ads is not seen su ch expression in the ads. Even some international brands and ads will not honor any identification certificates to prove. In the British-based culture, people pursue the self-worth, not deliberately seeking to cross over location. Through individual efforts to shoot for success in career means the dramatic increase of social status and material wealth. The practical spirit has been fully reflected in ads. This can be seen in the following example: Selected by James Bond the sign of Excellence (OMEGA) Switzerland famous swatch, superb work and expensive, is the best option of successful people. Ads have chosen James Bond, the successful spy, to represent the swatch, he has a tremendous attraction for ads, has galactic impel power.3.6 Different gender imageChinese and Western culture have different gender image position, this can be found in adslanguage. Two thousands traditional Confucian ideology influences Chinese idea, the concept of Chinese women has been defined within the framework of gentle graciousness. Thus, in the ads, female models are basically the front feminine beauty. If ads creativity wants to show the performance of lofty aspiration, it will do through man to express generally. To list the example of alcohol ads, in the long course of several thousand years of China history, it seems that alcohol is only the matter for man to express his emotion. In Chinese alcohol ads, a lot of that background is ancient warrior uniform and they carouse do as their pleases, displayed the heroic mettle. And in the 1920s of 20th century, feminist movement began in the United States and then spread to the entire Western world narrowing the gender gap significantly. There is a liquor ads for a blow mobile coach and matcher, women’s pride soaring. China also had female heroes, but if a woman used to the ads, I wonder if people can accept psychologically.3.7 Different customsAs the differences of natural environment, economic levels and national development history, each nation has its own unique and accustomed lifestyle. For example: Chinese and Japanese use chopsticks to dine, Westerners use forks. Chinese people like to invite guests and give gifts, and the Westerners rarely entertain guests at home; Chinese people like to wear red setting, glue “XI” word and send gifts when they get married , the color red is regarded as lucky. In the west, the red color is not ghillie. For example, one import and export company of China uses the red material packaged the Red fireworks to sell to former Federal Republic of Germany and Sweden , as a result, nobody cared about them , only after using gray package ,the sales began. But many successful examples of “into the taboo, do as the Romans do were numerous. For example, the Swiss Nestle company put the ads into Chinese market in 1984, use the psychological of “hospitality” of Chinese as breakthrough to occupy the consumer market, the warm hospitality and decency as a customer-led is dominant (Leech G N,1966:82).Quote one Chinese official phrase “extreme surprise” to suit th e favor of Chinese people (Wayne J. Keeley,1958:52). This led to a strong emotional response, eliminate the psychological distance between Chinese and Westerners, develop and occupy China’s coffee market effectively.The national holiday is an important component of national customs and traditions. Each nation has its own traditional method of celebrating festival. For example: China has many important traditional festivals, Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival and so on. Different festival has different customs. Chinese festival is like the family reunion in Spring Festival, children wearing new clothes, fire the firecrackers, gift the red envelopes to each other, and say a few lucky phrases to get the fortune. In Dragon Boat Festival, everybody eats Chibaozi and dumplings, Mid-Autumn Festival is one of the festivals that Han ethnic miss his distant relatives; they will eat moon cakes and salty egg, etc. The background music to these ads gives a sense that arouses people’s cultural identity and makes people feel friendliness.3.8 Different aestheticsBeautiful music, the moving pictures, wonderful words and beautiful image, all above will give pleasure and deep impression to people. Many ads executives understand this very point; they do everything possible to the consumer to create visual and auditory sense of beauty, to enhance the consumer’s impression. People in different countries, nationalities, estate and era have different taste standard, this can be reflected in the architec ture and style of clothes. In China’s feudal society, women with small feet is seems to be beautiful. But the taste standard of modern people is well proportioned. To the different taste standard, the association arousing in people’s brain isdifferent. Fo r example, the “cock” and “white elephant” are considered as the gook luck and lovely symbol in China. However, in Western eyes, “white elephant” is considered the “harm than benefit, useless and cumbersome things”, and “cock” is the slang meaning of “disc harge of abusive words”. Another example is the “lotus” which is the symbol of clearness thing in China, but in Japan is not auspicious (Ding, 1998:15).Ⅳ. SignificanceAdvertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture; it divorced from the national culture factors, and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have something in common and also have differences, it should learn from each other and complement each other. English advertisement has some practices; it is worth studying by Chinese advertising workers. Chinese advertising workers must work hard, innovate and make foreign things serve for China. Then, Chinese advertisement could make progress and exceed the level of the world’s advertising art. Therefore, in order to increase the attractiveness of advertising and promotion the cultural development. First of all, the western culture essence should be absorbed. Second, traditional culture and modern pop culture should be morally and civilly missed together. Third, it should make the traditional culture adapted to the development of the modern advertising, so to promote international communication. Thus it will make Chinese culture internationalize.Ⅴ. ConclusionNowadays, advertisement not only represents the pure commerce, but also it is one new pattern language species which already is accepted by the public. Culture has a significant impact on the production of advertising execution. All successful advertisements were created according local national culture and advertising culture. Chinese and Western cultures have significant diversity, if the advertising producer didn’t pay attention to distinguishing different culture features while producing the advertisement, he will be hampered. Therefore, the thesis aims to combine Chinese culture and Western culture. In fact, only in this way, can people from different cultures communicate well so as to make China prosperous.References：Leech G N .The Language in Advertising [M]. London: Longmans, Green and Co.LTD, 1966 Mueller B. International Advertising: Communicating Across Culture [M]. Wadsworth Publishing Company, 1966.Wayne J. Keeley, Evidence-Based Dental Advertising and Self-Regulation: A Perspective by the National Advertising Division [M], 1958.Chen Qiuping,2000," creative connotation of national culture", [ M] Guangxi social science press. Ding Shijie,1998," the general theory of modern advertising", [M ] China price press.Li Si bent,2002," advertising creativity", Sichuan [M ].Pan Xiangguang,2001," modern advertising" [M ], Zhejiang University press.Shen Jicheng,2003," American national character and American advertising language", [ J] Journal of Zhejiang Normal University ( SOCIAL SCIENCES EDITION ) twenty-eighth, eighty-seventh - ninetieth pages.Yao Xiaoping,2000," humanistic study and language study", [ M] foreign language teaching and Research Press从广告角度比较中西方文化差异引言：语言和文化是分不开的。

最新英语专业全英原创毕业论文,都是近期写作1 透过七夕和情人节看中西文化差异2 中美居民不同储蓄态度对比分析3 《汤姆叔叔的小屋》中圣克莱尔一家的人物分析4 Analysis of the Factors that Influence News Listening Comprehension5 论营销道德与社会责任的履行6 社会因素对汉语中英语外来词的影响7 网络英语词汇探究8 中美不同家庭教育观念对孩子语表达的影响－－从个人主义与集体主义的角度分析9 论《阿芒提拉多酒桶》中文学手法的运用及其艺术效果10 寂静的声音—-《送菜升降机》中的沉默11 网络对大学生英语学习的影响12 从中美数字谚语看中美文化的差异13 试论任务型教学法在英语阅读教学中的应用1415 从弗洛伊德的精神分析法分析《麦田里的守望者》霍尔顿。

考尔菲德的成长16 论艾米莉.狄金森诗歌中的死亡观17 《还乡》中的生态女性主义解读18 浅谈西方情人节及其对中国文化的影响19 Study on the Basic Principles of Legal English Translation20 关联理论在英语广告语中的应用21 《飞屋环游记》的人物设置特色分析22 从功能对等的角度论英语习语翻译23 论黑暗中的光明在《八月之光》中的体现24 浅论中西文化差异及其对翻译策略的影响25 场独立和场依存对不同主题阅读材料的影响研究26 浅析《伟大的盖茨比》中的爱情观27 （英语系经贸英语）浅谈成本领先策略对于企业发展的影响－－以格兰仕为例28 公益广告中双关语的应用及其翻译29 简.奥斯丁的婚姻观在《傲慢与偏见》中的体现30 从《尼克.亚当斯故事》中探析父亲情结对海明威人生观的影响31 归化与异化策略在字幕翻译中的运用32 中英禁忌语比较分析33 浅谈英语委婉语的作用和原则34 试论美国第二代女权主义35 从玛氏公司看英美文化对广告的影响36 Cultural Influences on Business Negotiation between China and Japan37 《纯真年代》女性意识探析38 外交辞令中模糊语言的语用分析39 圣经对J。