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1、 A comparative study on A comparative study on Western and Chinese Western and Chinese advertisingadvertising Introduction广告，即广而告之之意。广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。(1)Advertising is a way of passing information,the purpose is to sell goods,services,influence public opinion,gain political
2、support,to promote a business,or cause other published readers want to reflect.(2)Advertising is introduced to the public goods,service content and cultural programs,such as a way of publicity.Differences between Chinese and western AdvertisingValuesNational TraitValuesCollectivity vs IndividualResp
3、ect vs Love Authority vs FreedomContribution vs EnjoymentCollectivity vs IndividualChina is a large traditional agricultural social pattern,so it focuses on the Chinese cultural system collectivism,authoritative（有权威的）character.Chinese people have strong patriotic feelings（爱国主义情感）,emphasizing nationa
4、l self-esteem（民主自尊心）,self-belief.In western country,it is not difficult to see that self-expression,independent spirit and values of individuals struggling to be fully reflected in the advertising.CollectivityIndividual Respect vs LoveWith traditional cultural influence,Chinese advertisement is resp
5、ect-oriented.This is because in China,“filial piety”（孝心）is a virtue.Chinese people deeply feel the responsibility of the family.Children have the obligation and responsibility of maintenance for the elderly.Western countries is love-oriented.RespectLove Authority vs Freedom China has experienced a l
6、ong history in the feudal society（封建社会）.As the mainstream culture,Confucianism has been widely influencing the lives of Chinese people.Thus,Chinas advertising is always full of authority sector.The Western advertisers are more inclined to create an image for the brand,giving expression to the people
7、s desire for individuality and freedom Contribution vs EnjoymentChina is a large agricultural social pattern;the Chinese put much stress on collectivism,authoritative character,submitting to nature.The advertisement reflected the characteristics of Chinese culture.As for the westerners,they have a t
8、endency of enjoyment.In their view,the work is no doubt important,but entertainment and relaxation is the best way to improve efficiency.slogan ContributionHuaLimosquito killermakesthe worldno mosquitoes.“默默无蚊的奉献”（华力牌电蚊香）EnjoymentEnjoyabsolute Vodka,enjoylife,itdeservesyou.(Vodka)享受伏特加，享受生活，你值得拥有。（伏
9、特加）Justforthetaste ofit.(CocaCola)Differences between Chinese and western AdvertisingValuesNational Trait National traitTraditional vs NewfangledImplicative vs OutrightConservative vs ExtrovertedTraditional vs Newfangled今年过节不收礼收礼还收脑白金 Chinese people love jubilant（喜洋洋的）scenes,love to listen to auspic
10、ious（吉利的）words.A lot of the advertising language starting from the basic mass psychology fully reflects harmonious spare atmosphere.Western culture encourages people to develop innovation（创新）,self-advocacy（自我倡导）,and liberalism（自由主义）,emphasizing individuality,personal values,particularly advocating i
11、ndividual,equality,competition and frank vocal,active participation and self-affirmation of the export-oriented character.CJFECanadian Journalists for Free Expression 还新闻一个自由Implicative vs Outright Chinese people express affection,friendship and love with implicit（含蓄的）personality in the advertising
12、language.In western countries the expression of affection is very explicit（直率的）.sloganImplicativeIm so happy with you in this starry night.（在这繁星闪烁的夜晚，跟你在一起非常快乐）OutrightIll love you as long as I live.（爱你一辈子）Conservative vs Extroverted Chinese and western culture has differences in orientation and und
13、erstanding on sex.In china,the advertising regulations specifically prohibit a picture of temptation and seduction or sexual content.In western countries,there are many perfume and cosmetics advertisements stress the extroverted features.I wear nothing but a few drops of Chanel No.5 Marilyn MonroeSummary Chinese Western Valuescollectivityindividualrespectloveauthorityfreedomcontributionenjoyment National traittraditionalnewfangledimplicativeoutrightconservativeextrovertedThank Thank Thank Thank youyouyouyou!