4。4 Group Tendency vs。 Inpidual Need。。14

V。 The Correct Attitude to Treat Enterprising Cultural Differences。16

5。1 Respecting Local Custom16

5。2 Enterprising Cultural Sharing and Enterprising Cultural Integration。。17

5。2。1 Creating Enterprising Cultural Sharing。。。17

5。2。2 Achieving Enterprising Cultural Integration。。 18

Ⅵ。 Conclusion 20

Bibliography。。。。。。21

A Comparative Study of Enterprising Culture on Business Advertisements between China and the West

I。 Introduction

With the rapid development of the world’s economy, more and more international communication took place in many areas, especially in business。 In the economic circulation among countries, the advertisement, as a feasible way to improve product reputation, to transmit sales messages, and to build a good image for a company, has undoubtedly become one of the marketing strategies to assure the success。 Business advertisement is not only an economic activity but also an enterprising cultural communication which controls or leads consumer’s purchasing behaviors。 The boom of international advertisement is bringing new ideas and enterprising culture for new commodities and services。 Obviously, business advertisement as one of the ways of enterprising cultural expression is popular, international and fashionable。 At least three factors, i。e。, custom, belief and value, on a large scale, determine the thoughts and behaviors of companies and consumers, and thus affect business advertisement activities。 论文网

In academic journals, essays or papers about relationship between business advertisement and enterprising culture are easily found。 However, there is still something left to discuss about enterprising cultural differences between China and the West although the subject have been discussed for many times。

Thesis attempts to the compare the Chinese and Western business advertisement to discuss about different enterprising culture and research on the differences between China and the West。 Behind the external functions of an advertisement, it reflects many enterprising cultural values, so it is essential to research the connotations of a business advertisement。 The aim of showing business advertisement in world market is not only to advertise their goods but also to attain the best result of success with one culture to another in order to acquire the perfect economical effect in different target country or area。

This thesis is pided into five parts。 In the first part, a detailed introduction is given to the features of business advertisement, including the origin of business advertisement, development of business advertisement and the importance of business advertisement so that the background information can give some basic understanding about business advertisement and compare the different enterprising culture easily。 The second part discusses about the relationship between enterprising culture and business advertisement。 The third part discusses about the enterprising cultural differences between China and the West。 The main efforts in this part are focused on the enterprising cultural differences between China and the West in business advertisement。 The forth part mainly focus on how to treat enterprising cultural differences correctly。 The last part is given a conclusion of this paper。 As we all know, business advertisement is the carrier of enterprising culture, we can’t study business advertisement without mentioning culture。 Thus, it is extremely worthwhile to pay attention to study it。文献综述

II。 The Features of Business Advertisements 

Advertisement is a utilitarian art, a successful advertisement lies in whether the advertisement can stimulate consumer’s buying desire to buy something and purchase activities。 And a well-known advertisement slogan can often achieve a famous-brand product。 It must be unique in advertisement language if a company wants to desire the effectiveness of advertisement。 This paper is about business advertisements, and comparison on enterprising culture on business advertisements between China and the West。 It is different from other public service advertisements, it has significant business feature, and thus, it is not difficult to figure out the enterprising culture on business advertisements between China and the West。