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摘要在世界经济一体化的今天，文化差异问题不可避免,而对外产品广告是将本国产品推向国际市场、吸引海外消费者最直接、最有效的手段。广告与文化是一种相互作用的双向关系：文化是广告创作的背景和源泉，而广告承载不同国家、不同时代的文化特点。本民族社会的传统文化价值观、哲学观念、价值取向等都与其它民族有所不同。所以，消费者在接受广告宣传以及购买行为中，表现出不同的文化特征。本文首先文化与广告的关系谈起，其次探究汽车广告，进而分析中英汽车广告中的文化差异。该研究将有助于有效地打破世界经济市场的文化障碍，增进中英的相互了解，使中英的商业贸易往来更加顺利通畅。24668
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毕业论文关键词：文化差异；汽车广告；中英
Abstract In today’s worldwide economic integration, cultural differences are unavoidable. Advertising is the most direct and effective for launching one’s product to the international market and attracting potential consumers. Advertising and culture is a two-way interaction relationship: Culture is the background of advertising creation and source, but advertising carries different countries, different cultural characteristics of the times. Native general traditional culture values, social philosophy idea, value orientations, etc, are different from other nationalities. Therefore, in accept advertising and buying behavior, consumers show the different cultural characteristics. The paper first introduce the relationship between culture and advertising, then talks about auto advertising, at last analyzes the cultural differences of auto advertising in China and the UK. This will be very helpful for effectively breaking cultural barriers of the world economy market and for enhancing mutual understanding between China and the UK.
Ky words: cultural difference; auto advertising; China and the UK
On the Cultural Differences Between China and the UK in Auto Advertising
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Culture and Advertising 2
2.1 Definition of Culture 2
2.2 Definition of Advertising 2
2.3 Relationship Between Culture and Advertising 3
III. Auto Advertising 4
3.1 Auto Advertising in the UK 4
3.2 Auto Advertising in China 4
IV. Cultural Differences of Auto Advertising in China and the UK 5
4.1 General Traditional Culture Values of China and the UK 5
4.2 Different Philosophy in Auto Advertising 7
4.3 Different Value Orientations in Auto Advertising 9
V. Conclusion 13
Bibliography 14
Acknowledgements 15
I. Introduction
With the rapid development of economy and reinforced globalization tendency of high and new technology of the industries, abundant commodities from domestic market and abroad have flocked into people’s life. Advertising, as the most direct and effective means in marketing mix, becomes a fine weapon widely used by industries in order to win the victory in the fierce commercial warfare. For this reason, every day, countless ads pour into our visual and audio fields. We have to expose more and more to the advertising pressure. Advertisings, like non-invited friends composed of images, words and sounds, no matter we like them or not, enter into our life at anytime, anywhere. Never the advertising has been so triumphant as today’s, it really becomes an indispensable part of our life.
But in consumers’ point of view, ideal merchandise is the one which can satisfy their need to the highest degree, both spiritually and materially rather than the product function itself. In this circumstance, advertisers must be able to gain an insight into consumers’ psychology and attach importance to the cultural content while creating advertising. The successful ads should build a brand name occupying a location in the minds of audiences so that consumers will firmly believe that the ultimate interest the brand provides them is the unique and the best. However, not all the ads can achieve this desired effect, especially for the international ads. Even some well-known and powerful multinational companies have experienced taste of failure while throwing some products into overseas market. In fact, most failures of all those multinational corporations are simply because of their ignoring the cultural differences--the basic or subtle understanding of cultural sensibility (Wang 2)．