Abstract Culture is a social phenomenon which is created by human and it is a main factor of human society。 Culture developed with the development of society and meanwhile deeply affects every member of society。 Its influences reflect in many factors including people’s thinking mode and values。 And then influence people’s custom, religion and lifestyle。 Meanwhile, it deeply influences enterprising culture。 So the impact of culture on human society is far-reaching and profound, business advertisements as product of society is influenced deeply by enterprising culture。 Advertisement activity is an enterprising cultural behavior which is reflecting the human’s creativity。 As the development of economic globalization, we can see more and more cross-border trades with a lot of business advertisements。 Business advertisements influenced by different enterprising cultural background including different thinking mode, philosophical views and cultural psychology。 Under the enterprising cultural differences, we can see various kinds of business advertisements and they all have their own unique style。 Advertisement is not only a commercial activity, but also a kind of cultural exchange。 It contains the wealth of enterprising culture。 And advertisement as an invisible hand plays its role in our life styles and habits of consuming。 That is to say advertisement must try to understand consumer’s psychology and pay attention to the enterprising cultural content while creating advertisements。 So in order to promote the economic development, it is necessary to understand the enterprising cultural differences between China and the West。 86419

Key words: Business Advertisement; culture; culture differences; 

中西方商业文化中企业文化的比较研究

摘要文化作为一种社会现象是人们长期创造出来的产物，也是人类社会组成的主要因素。文化随着社会的发展而发展并深刻地影响着社会的每一个成员，它的影响是方方面面的，包括人们的思维方式、价值观念等，进而影响人们的风俗习惯、宗教信仰和生活行为,同时它也深刻地影响一个企业文化。所以说文化对人类社会产生的的影响是非常深刻的，而广告作为社会发展的产物一样受到企业文化的影响。广告活动是一种文化行为也是文化创造的产物，反映了人类的创造力。随着经济全球化，跨国贸易的发展商业广告也随之越来越多。 商业广告不可避免的受到不同企业文化背景下的思维模式、哲学观点、文化心理等影响，其结果就是不同企业文化背景下的广告都有其独特的风格。广告不仅是一个商业活动，也是一种文化交流。它包含的文化财富作为一种无形的手在我们的生活方式和消费习惯中发挥作用。因此为了更好的促进经济的发展，了解中西方的企业文化差异的非常有必要的。

毕业论文关键词：商业广告；企业文化；文化差异；

Contents

Abstract in English 0

Abstract in Chinese0

Ⅰ。 Introduction。 1

Ⅱ。 Features of Business Advertisements。。3

2。1 The Origin and Development of Business Advertisement。3

2。2 The Importance of Business Advertisement。。4

Ⅲ。 The Relationship between Enterprising Culture and Business Advertisement。 6

3。1 The Form of Culture。。。 。 6

3。2 The Medium of Cultural Communication。8

IV。 Enterprising Cultural Differences between Chinese and Western Business Advertisements。10

4。1 Collectivism vs。 Inpidualism。10

4。2 Respects of Governmental Authority or Scientific Evidence。。 11

4。2。1 The Impact of Religion11

4。2。2 The Impact of Counterfeiting in China。。。12

4。3 Monism vs。 Pluralism。。。13