Abstract In this era of information explosion，the carriers of culture tend to be more and more pluralistic. As one of the carriers，advertising is occupying people's attention and become an important part of economic life. The manufacturing of automobiles is a symbol to measure the comprehensive economic strength of the country. Different automobile advertisements between Chinese and American can be a reflection of the differences between Chinese and American automobile culture. This paper aims to explore the similarities and differences of cultural values, philosophy and thinking patterns, value orientation and power distance between Chinese and American culture through the analysis of the automobile advertising, and explore the effects on the automobile advertising in the two countries. The cultural differences and the reasons should be deeply understood and learnt to break down the cultural barriers and enhance mutual understanding between these two countries in economic activities, so that economic activities and trade exchanges will develop more smoothly. The advertising will play a better role.59175

Keywords: Cultural Difference; Automobile Advertisement; Values

摘要在这个信息爆炸的时代，文化的载体也更趋多元化。广告作为其中的一种更是占领着人们的眼球，成为经济生活中重要的一部分。汽车产业是权衡一个国家综合经济实力的标志。中美汽车广告的不同可以折射出中美汽车文化的差异。本文通过对中美汽车广告的分析来探讨中美文化在价值观、哲学理念、思维模式、价值取向和权力距离等方面的异同，并进一步探究文化价值观在两国汽车广告中的体现以及对汽车广告的影响。深刻地了解中美的文化差异及其原因，取长补短，增强相互理解,使中美的经济交流和双边贸易更加顺畅无阻，让广告发挥出更好的效应。

毕业论文关键词：文化差异；汽车广告；价值观

1. Introduction 1

2. Literature Review 2

2.1 Definition of Automobile Advertising 4

2.2 Definition of Culture 5

2.3 Advertising as Communication across Culture 5

3. The Comparison of American and Chinese Automobile Advertising 6

3.1 Cultural Values in Auto Advertising 6

3.2 Philosophy and Thinking Patterns 9

3.3 Value Orientation in Auto Advertising 10

3.4 Power Distance 11

4. Implications of Chinese Automobile Advertising 13

5. Conclusion 14

Works Cited 16

1. Introduction 

In modern society, with rapid development of the economy, culture has become colorful and rich. Advertising become one of the most representative media as the dissemination of culture. Advertising has both the purpose business and cultural transmission. To promote the development of the economy, advertising plays a very important role in the construction of people's values,the whole social perception and people's way of thinking and behavior. Just as Liu Lu and Liu Yang said in the article "cultural differences of  advertisement": "Advertising is a manifestation of culture. The examination and exploration culture will undoubtedly give advertisers  more accurate characterization understanding, which can make advertising plays a better role in the social area". (Liu Lu,Liu Yang,2006:153)Thus, to grasp the influence of advertising is crucial to understanding the culture propagation direction of a country. It is also one of the indispensable factors to study automobile advertising culture of the two countries.