1、A comparative study on Western and Chinese advertising,Introduction,广告，即广而告之之意。广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。 (1) Advertising is a way of passing information, the purpose is to sell goods, services, influence public opinion, gain political support, to promote a business, or cause other p
2、ublished readers want to reflect. (2) Advertising is introduced to the public goods, service content and cultural programs, such as a way of publicity.,Differences between Chinese and western Advertising,ValuesNational Trait,Values,Collectivity vs Individual Respect vs LoveAuthority vs Freedom Contr
3、ibution vs Enjoyment,Collectivity vs Individual,China is a large traditional agricultural social pattern, so it focuses on the Chinese cultural system collectivism, authoritative（有权威的） character. Chinese people have strong patriotic feelings（爱国主义情感）, emphasizing national self-esteem（民主自尊心）, self-bel
4、ief. In western country, it is not difficult to see that self-expression, independent spirit and values of individuals struggling to be fully reflected in the advertising.,Collectivity ,Individual,Respect vs Love,With traditional cultural influence,Chinese advertisement is respect-oriented.This is b
5、ecause in China, “filial piety”（孝心） is a virtue. Chinese people deeply feel the responsibility of the family. Children have the obligation and responsibility of maintenance for the elderly. Western countries is love-oriented.,Respect ,Love,Authority vs Freedom,China has experienced a long history in
6、 the feudal society（封建社会）. As the mainstream culture, Confucianism has been widely influencing the lives of Chinese people. Thus,Chinas advertising is always full of authority sector.,The Western advertisers are more inclined to create an image for the brand, giving expression to the peoples desire
7、for individuality and freedom,Contribution vs Enjoyment,China is a large agricultural social pattern; the Chinese put much stress on collectivism, authoritative character, submitting to nature. The advertisement reflected the characteristics of Chinese culture.As for the westerners, they have a tend
8、ency of enjoyment. In their view, the work is no doubt important, but entertainment and relaxation is the best way to improve efficiency.,slogan,Contribution,Hua Li mosquito killer makes the world no mosquitoes. “默默无蚊的奉献”（华力牌电蚊香）,Enjoyment,Enjoy absolute Vodka, enjoy life, it deserves you. (Vodka)享受
9、伏特加，享受生活，你值得拥有。（伏特加） Just for the taste of it. (Coca Cola),Differences between Chinese and western Advertising,ValuesNational Trait,National traitTraditional vs NewfangledImplicative vs OutrightConservative vs Extroverted,Traditional vs Newfangled,今年过节不收礼 收礼还收脑白金,Chinese people love jubilant（喜洋洋的） s
10、cenes, love to listen to auspicious （吉利的）words. A lot of the advertising language starting from the basic mass psychology fully reflects harmonious spare atmosphere.,Western culture encourages people to develop innovation（创新）, self-advocacy（自我倡导）, and liberalism（自由主义）, emphasizing individuality, per
11、sonal values, particularly advocating individual, equality, competition and frank vocal, active participation and self-affirmation of the export-oriented character.,CJFE Canadian Journalists for Free Expression还新闻一个自由,Implicative vs Outright,Chinese people express affection, friendship and love with
12、 implicit（含蓄的） personality in the advertising language.In western countries the expression of affection is very explicit（直率的）.,slogan,Implicative,Im so happy with you in this starry night. （在这繁星闪烁的夜晚，跟你在一起非常快乐）,Outright,Ill love you as long as I live. （爱你一辈子）,Conservative vs Extroverted,Chinese and
13、western culture has differences in orientation and understanding on sex. In china, the advertising regulations specifically prohibit a picture of temptation and seduction or sexual content. In western countries, there are many perfume and cosmetics advertisements stress the extroverted features.,I wear nothing but a few drops of Chanel No. 5Marilyn Monroe,Summary,Thank you!,
