The Differences Between Chinese and Western Advertisement

Topics: Culture, Advertising, China Pages: 6 (1728 words) Published: May 25, 2014
Contents

1. Introduction ............................................................................... P3

2. The characteristic of Chinese Advertising ............................... P4

3. The characteristic of Western Advertising ............................. P4-5

4. Differences ............................................................................... P5-6

5. Causes ....................................................................................... P6-7

6. Conclusion ................................................................................. P8

The Differences Between Chinese and Western Advertisement

Abstract: This article mainly talk about the different culture between Chinese and western , through research the characteristic of Chinese and western advertisement, discusses the differences and causes, and draw conclusions from it.

Key Words: Chinese advertisement, western advertisement, characteristic,Differences between Chinese and western, Causes.

Introduction:

Advertising activities is not only a kind of economic activity, but also a cultural exchange. Advertising culture belongs to subculture of commercial culture, which means it concludes commercial culture and marketing culture. What’s more, commodity is a kind of cultural carrier by its own, which means culture be spread through commodity so that commodity can through it to reproduce. For advertising culture, it obvious features are popularity, commercial and epochal characters.

Advertising activities is not only a kind of economic activity, but also a cultural exchange. Advertising culture belongs to subculture of commercial culture, which means it concludes commercial culture and marketing culture. What’s more, commodity is a kind of cultural carrier by its own, which means culture be spread through commodity so that commodity can through it to reproduce. For advertising culture, it obvious features are popularity, commercial and epochal characters.

The characteristic of Chinese Advertising

1. Chinese culture emphasizes the value of home is the center. Advertisers try to make their products link with the “home” to resonate with customers. It reflect in this 4 ways:
1) stress the Honest and Credit
2) stress the mood
3) stress the Family warmth
4) stress the Folklore

2. Chinese culture is a harmonious culture ,it Lay particular stress the Lyric and beneficial, sometimes it will appear some Contradictions and conflicts, but it still have a good ending. The Advertisement will show the happiness of share the products with family members and friends .and stress the Individual’s value should into the group’s value. This is the difference between Chinese advertisement and west advertisement

3. Chinese have a strong Pride with its long ongoing history .This pride shows a lot in the Advertisement for example “The craft that hand down for centers”, “The traditional brewing”, “The Precious secret of Antiquity ” and it put the Ancient poetry ,Opera and some other thing with long history into the modern advertisement.

The characteristic of Western Advertising

1. Western culture emphasizes personal values, the pursuit of sensual pleasure and self-worth in the advertising creative on demand. Many American products ads are showing individualistic orientation of this dimension, such as: Just do it. (Nike) ,Fit you well. (Reebok),The heartbeat of America. (Chevrolet) ,Always Coca - Cola. (Coca - Cola).

2. Western culture, good performance contradictions, conflicts, stressed the creative stimulation, extreme form, to highlight the focal point for the creative personality, highlighting the values of individualism, self-expression.Western culture is a confluence made by a variety of national culture. The formation of an open culture. The history of Western culture phenomenon often different ethnic and cultural conflicts. Western culture since the Renaissance,...
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