中美广告中的不同文化价值

Different Cultural Values in Chinese and American Advertisement

Abstract

    Lying in a continually changing and developing situation, Chinese advertisements not only hold traditional culture of their own, but also absorb the advanced western culture, which is the mainstream of Chinese advertising development. It is the most significant comparison between China a developing and low-income state and America a developed and high-income state. This thesis explores the different cultural values through the comparison of sense of time, tendency of expression, and social relationship, which specifically speaking, refers to the past-oriented vs. future-oriented, long-term tendency vs. short-term tendency, collectivism vs. individualism cultural values. Then, it discusses the reason of the existing different cultural values between Chinese and American advertisement from several aspects of society, religion and philosophy. Thus, it arrives at some inspirations in cultural values through the comparison. The finding is that Chinese advertisement should hold traditional culture and absorb the western culture, which can help understand cultural differences between the United States and China so as to realize better communication.

Key Words: Chinese advertisement; American advertisement; cultural value; difference

摘  要

中国广告处在1个不断变化和发展的阶段，在保持中国传统文化的同时，亦吸收西方先进的文化，这是中国广告发展的主流。中国是1个发展中的低收入国家，美国是1个发达的高收入国家，在这两者之间进行广告内容的文化价值比较是非常重要的。本文通过对比中美广告在时间观念，表达形式，以及社会关系这几个方面来反映中美广告中所蕴涵的不同的文化价值。更具体的来说，是对后顾性/前瞻性，长期趋势/短期趋势，集体主义/个人主义这几个维度中来体现文化差异。最后，从社会，宗教，哲学等方面来说明产生中美广告中不同文化价值的原因。中国广告即保持传统文化又吸收西方文化的特点是本文在这方面研究所得出的成果，这能够帮助了解中美的文化差异实现两国更好的交流。

关键词：中国广告、美国广告、文化价值、差异

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