Different cultural values—oriented between China and Western Countries： A Comparison Study from the Perspective of Advertisement

I. Introduction

Advertisement and culture are inseparable. The advertisement is a kind of manifestation of culture， its under the influence and restrict of local culture. Owing to the differences of Chinese and Western culture， the representation form of Chinese and Western advertisement is diverse， advertising language also manifests different culture value and thinking mode. As the culture background， customs， behavior principle， life style of Chinese and Western have great distinction. Therefore， every countrys advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertising languages.， then show the difference of cultural values-oriented between China and Western Countries.

II. Key words

cultural values-oriented， comparing Chinese and Western advertising languages.

III. Different cultural values—oriented

Chinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods， they attempt to explain how long the water life by quotating the history. For example： （1） Legend quality， Century ZHANG YU.（ ZHANG YU Tokay） （2） Tang palace drink， JIAN NAN CHUN （JIAN NAN CHUN Drink） Those two alcohols long history were given expression to only sentences， showing the deep feeling toward consumers， narrowing the gap between the products and consumers （Chen， 2000： 62）.

The Western countries insisted the short term oriented culture； the main reason is the history is shorter than China. They dont do the business like Chinese who often use the factors of history and tradition， but use the strong and direct marketing strategy （hard sale）， a product of the “immediate results” as a selling point. For example： “go and get it at once”， “buy it”， “fit it well”， “take action right now”， “call now” etc. is the common use in foreign ads （Zhu， 1996： 50）.

Value is the different views and attitudes of people regarding the matter. China is a traditional agricultural economy society， it is said that Chinese cultural system emphasized the collectivism and authoritative character， using the natural value orientation. This ad is a manifestation of this feature of Chinese culture： HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excellent for using the partial tone of “mosquito” and “listen”. It builds the image of unknown to public dedication of products and corporation. To praises of the heroes of our community who quietly worked hard， this identity arouses the resonance in the minds of vast consumers.

IV. Significance

Advertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture； it divorced from the national culture factors， and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national cultures advertising language. The Chinese and Western advertising language features have something in common and also have differences， it should learn from each other and complement each other. English advertisement has some practices； it is worth studying by Chinese advertising workers. Chinese advertising workers must work hard， innovate and make foreign things serve for China. Then， Chinese advertisement could make progress and exceed the level of the worlds advertising art. Therefore， in order to increase the attractiveness of advertising and promotion the cultural development. First of all， the western culture essence should be absorbed. Second， traditional culture and modern pop culture should be morally and civilly missed together. Third， it should make the traditional culture adapted to the development of the modern advertising， so to promote international communication. Thus it will make Chinese culture internationalize.

V. Conclusion

Nowadays， advertisement not only represents the pure commerce， but also it is one new pattern language species which already is accepted by the public. Culture has a significant impact on the production of advertising execution. All successful advertisements were created according local national culture and advertising culture. Chinese and Western cultures have significant diversity， if the advertising producer didnt pay attention to distinguishing different culture features while producing the advertisement， he will be hampered. Therefore， the thesis aims to combine Chinese culture and Western culture. In fact， only in this way， can people from different cultures communicate well so as to make China prosperous.

References：

[1]陳秋萍.廣告創意的民族文化內涵[M].廣西社會科學出版社，2000.

【作者簡介】董雪梅，貴州省貴陽市劉莊小學。