comparison the difference between eastern and western advertisement
Comparison of Different Thinking Patterns between Eastern and Western Advertisements
【Key Words】 advertisement; thinking patterns; cultural differences
Ⅰ Introduction With the fast development of globalization, economical communications become more frequently, which brings more inter-cultural advertisements. The purposes of the commercial advertisements are to persuade customers to buy those products and to earn great interests trough describing the products lively and specifically. English, as the most wildly used commercial language, becomes more and more popular. But many companies often pay little attention to the cultural differences between Western and Eastern countries. Most of them just translate their source language advertisement to English, and the result of this consequence is that most of the foreigners cannot understand the meaning of the advertisements; even they will misunderstand the information of the advertisements. Advertisements should adapt to the customers’ minds and meet consumers’ needs. In order to enlarge the abroad markets, businessmen also need to think over the culture background and know the thinking patterns of the advertisements and use the powerful impact of the apt advertisements to earn the interest. Nowadays, the world is filled with large amount of information. Anyhow, not all the information could leave deep expression on people. What advertisers should do is to introduce the commodity to the customers by all means and persuade them to purchase the commodity through advertisements. What kind of advertisement could attract the public? What kind of advertisement could help the manufacture gain more profit? What kind of advertisement could be accepted by western people? What kind of advertisement could be accepted by eastern people? So being aware of the thinking patterns of the Western and Eastern ads are of great significance. The aim of this paper is to make comparison between the different thinking patterns of
【Key Words】 advertisement; thinking patterns; cultural differences
Ⅰ Introduction With the fast development of globalization, economical communications become more frequently, which brings more inter-cultural advertisements. The purposes of the commercial advertisements are to persuade customers to buy those products and to earn great interests trough describing the products lively and specifically. English, as the most wildly used commercial language, becomes more and more popular. But many companies often pay little attention to the cultural differences between Western and Eastern countries. Most of them just translate their source language advertisement to English, and the result of this consequence is that most of the foreigners cannot understand the meaning of the advertisements; even they will misunderstand the information of the advertisements. Advertisements should adapt to the customers’ minds and meet consumers’ needs. In order to enlarge the abroad markets, businessmen also need to think over the culture background and know the thinking patterns of the advertisements and use the powerful impact of the apt advertisements to earn the interest. Nowadays, the world is filled with large amount of information. Anyhow, not all the information could leave deep expression on people. What advertisers should do is to introduce the commodity to the customers by all means and persuade them to purchase the commodity through advertisements. What kind of advertisement could attract the public? What kind of advertisement could help the manufacture gain more profit? What kind of advertisement could be accepted by western people? What kind of advertisement could be accepted by eastern people? So being aware of the thinking patterns of the Western and Eastern ads are of great significance. The aim of this paper is to make comparison between the different thinking patterns of
References: （1）杨舒.2009. Language and Culture: A Comparative Study.中国矿业大学出版社 （2）从广告角度比较中西方文化差异. http://www.12edu.cn/lunwen/yylw/200903/250623.shtml [EB/OL]. 2009-3-11 （4）广告语言的中西文化差异 http://www.bob123.com/lunwen23/9955.htmlhttp://www.bob123.com/lunwen23/9955.html 2009-8-13 （5）Language and Cultural Differences and Their Impacts on Advertising Translation http://www.lunwenda.com/yingyu200810/95619/[EB/OL]. 2008-10-08