英語本科畢業(yè)論文-themanifestationofcultureinadvertisement

1、<p>　　The manifestation of culture in advertisement</p><p>　?、?Introduction</p><p>　　Advertisement is a kind of art that can stimulate people’s desire of buying. It is a main part in the st

2、rategy of corporate image, and a bridge that lines the markets of many countries in the world. So, when the consumers buy the foreign products for their advertisements, they may accept the foreign culture more or less at

3、 the same time; On the contrary, it is unavoidable to use the foreign culture more or less while making international advertisement. Nowadays, in the face of varied, multifario</p><p>　?、?Analyzing the Manif

4、estation of Culture in the Present Ads.</p><p>　　2.1 Manifestation of culture between western and Chinese local products ads. </p><p>　　The manners and customs are the collection of cultural tra

5、ditions, the behavior tendency and the social prevailing custom, which are formed in the long history of a nation. They often have a big difference on the people of Chinese and western countries. Chinese nation think in

6、the way of intuition thought, and western nation is logical thinking. The reflection of Chinese intuition thought is that Chinese nation has the overall standard idea. </p><p>　　2.1.1 Manifestation of Chines

7、e unanimous that is different from western culture in ad.</p><p>　　It manifested in many aspects of Chinese people’s daily life, like Chinese name with surname in front and the given name behind. In the Chin

8、ese advertisement, the kind manifestation is also quite obvious.</p><p>　　Everybody must have had deep impression on the television advertisement of “孔府家酒” with Wang Ji（the actress in the play” person from B

9、eijing in New York”）, who was the spokeswomen for “孔府家酒”! The TV advertising starts with Liu Huan’s song: “Surely in, surely in, I certainly must return to my family; my family, my family, forever and ever will not be ab

10、le to forget”. An airplane landed on the aircraft parking area, the decoy was coming to her families, then she drunk “孔府家酒”with her families while </p><p>　　Heimei television advertisement: a young man is do

11、ing physical exercise with his son, suddenly the mobile is ringing with a message: Heimei xylitol toothpaste, then the lovely child runs to his mother and says: Buy the Heimei xylitol toothpaste. Mother says with smiles:

12、 I did, the family smiles with harmony happiness. </p><p>　　“非?？蓸贰眛elevision advertisement is a collection of several different pictures, which lets the person be happy. “非?？蓸贰眎n the success of competition,

13、in the friend gathering, in the family member’s reunion. “康師傅紅燒牛肉面”, “今野拉面”are the successful advertisements which used the same way. The purposes of that all the people use the same products in the same atmosphere are i

14、rritate people join this atmosphere with same products. It makes an intense and lasting impulse in the consumer heart.</p><p>　　2.1.2 Sexual appeal in western ad. and esthetic expression in Chinese</p>

15、;<p>　　This kind of overall standard idea is actually rare in the western advertisement. The western nations have logical and analytic thinking. It causes them to pay great attention to the individual. The analyti

16、c thinking decomposes the object for each part performs to study. The result is that the partial and individual has highlighted at the important position. In western countries, the individualism and the philosophy of lib

17、eralism are general. The equality of the sexes, the individual character a</p><p>　　The Chinese is extremely sensitive in the moral emotion and the sexual question. The traditional ideas of “Extremely evil i

18、s obscene” have influenced from generation to generation in China. In resent hundreds of years, many Chinese persons have cultured in sexual question, but culturing is not equal to the opening. The majority people in the

19、 public field always avoid the sexual question. They don’t approve “the natural liberation” in the moral consciousness. For this reason, when we will make ad</p><p>　　In 1999, American Broadcasting Company (

20、ABC) made surprising news with the sexual scandal of White House to attract the audience, and it obtained the immense success. In prime time of evening, this company broadcasted the famous host Barbara Walter’s two hours

21、 special program, which interviewed Lewinsky. This programs which attracted 49 million audiences, became the special news with the highest watching rate in American history. The advertising income was up to 20 million do

22、llars. Moreover, the</p><p>　　However, the TV station of China cannot improve the watching rate and advertising benefit with the “sexual scandal” like this. Spain EVIAN mineral water’s television advertising

23、 is a typical western work, which utilized the sexual psychology.</p><p>　　It displays the advertising theme with the naked mother and daughter: mother kneels and sees that her daughter opens the bottle lid.

24、 Mother is hinting that she should drink water, but the child covers the bottle lid. Then mother is still instructing herself to insist on drinking, but the little daughter still ignores, and steps forward cover debunk.

25、It seems to be resolving that cannot allow her mother to drink. How precious the mineral water in the mind of little girl is! Putting the naked body</p><p>　　In the western countries, this kind of advertisin

26、g is very successful. But in Chinese aesthetic style, it will be like this: in pitch black background, the form of the edge of a bright red cheongsam which represents the women’s contours and Chinese characteristic into

27、a form of the wine bottle. The technique of expression has classical beauty with visual impacting sense. This kind of expression is not only stressed the image of products, but also Chinese culture and interest.</p>

28、;<p>　　2.1.3 Summary </p><p>　　Human body is beautiful as good fortune in nature, when it is regarded it as aesthetic show. It can give someone aesthetic feeling. Because it is decision and restrained

29、 by the people and social attribute, it must hold certain degree and pay attention to the form of expression when it links up to the behaving of sex.</p><p>　　It must accord with the favor of the national co

30、nditions on the sexual expression. There is very big difference in human moral concept and sex psychology between western and China. Westerners are forthright and honest, and oriental are gentle and implicit. So it is ha

31、rd to go beyond between east and west culture. Some advertisement in western societies are very popular with sexual psychology, but it probably makes people unable to “stand” in eastern society, even repelled by consumer

32、s’ disgust s</p><p>　　No matter in Chinese or western advertisement creation, we must have rigorous attitude, which makes sure that the advertisement must have aesthetic, healthy and noble value. Because we

33、have response for audience and consumer when we was releasing a product or transmitting a message. The audience or consumer may understand the cultural background of your country while receiving the message, but they may

34、 not. If we transmitted the wrong information or passed to the wrong target, we will make negat</p><p>　　2.2 Cultural factor in international ads.</p><p>　　The seventies of the 20th century is a

35、n era of international marketing and international advertisement, with the elimination of politics, economy and tariff barrier, and global trade is simpler and more convenient and more feasible. Market enlargement, liber

36、alization of trade and economic grouping development, require a high level of technology and management.</p><p>　　The displaying tactics of international advertisement involve visualization, reason, emotion

37、of message, etc, which demand the creative displaying. Because of the difference of cultural tradition, law, different advertiser of country adopt, different way of displaying of advertisement, the advertisements of come

38、 countries pay attention to the spread of the information, but other countries pay much attention to the form of information.</p><p>　　According to positive research, as regards amount of information that th

39、e advertisement includes, European countries are the largest, secondly it is Asian countries, and it is American States finally. In the way of displaying, as to U.S.A.’s advertisement, Japan and China has a more indirect

40、 and more obscure form of expressing, there is a symbolic meaning and sense of humor, paying attention to emphasizing the social status and establishing the corporate image, but less likely to carry in the co</p>

41、<p>　　2.2.1 Manifestation of culture in international ads. originated from China</p><p>　　Look at some advertisements; you will have deep understanding of the passage above. </p><p>　　The f

42、irst is the television advertisements of Haier’s silvery frequency conversion refrigerator. The moon is quiet, beautiful, the motion of miss and reunion in the Chinese mind, this series of advertisements use this familia

43、r but ordinary thing as Hi-Tech concept and information carrier, then get the result of “appearance is dull like water, inherent is thunderous like shock.” The advertisement was put out in one week at the end of November

44、 of 2000, 4 large-and-middle-scale markets sold more th</p><p>　　2.2.2 Manifestation of culture in international ads. originated from America </p><p>　　The advertisement of Haier’s silvery frequ

45、ency conversion refrigerator has just displayed China’s cultural specialty of the harmony between man and nature. It does not only transmit the product information but also let the world have a taste of Chinese culture i

46、n the international market. Culture and products complement each other and leave a deep impression on people, so that the brand will give people a deep impression. Second is the advertisement of LOGITECH of U.S.A. The ma

47、in information of </p><p>　　Obviously, American advertisement has obtained an effective result of comparative type. Through this two advertisements, Chinese serious consciousness mode of thinking has been un

48、derstood as the compare with American way of thinking of logical analysis.</p><p>　　2.2.3 Manifestation of culture in international ads. that aiming to China </p><p>　　As the market and mass med

49、ia are developing towards globalization, consumption ideas of consumers in many countries have improved in various degrees. Some moral standards, some principles of basic survival and development have became the major pa

50、rt of culture in the world. ”Guangzhou Daily” edited UPS advertisement of Chinese calligraphy of utilizing script “信” on half position announce of world news which published on April 4,2001. It sets China on the head of

51、“信” and America on the tail of“信”.</p><p>　　2.3 Summary </p><p>　　In old days, quality is the first and important factor people think about when they buying. Culture has less power in people’s m

52、inds, but now, the culture of one product comes first when people see it. If the customers like the culture of this goods or this company is the key to the high sell list. Culture gave commodities and companies a image,

53、which the target customers like; or made the culture of commodities and companies oriented with the idea of different customers, for example the price, </p><p>　　A lot of international advertisements use the

54、 same plan, theme and intention on the markets of every country in the world. But in different eras, it uses different artistic image, which fills the local people and culture. Without artistic image in people’s heart an

55、d culture, which has the most influence, it cannot work. No matter what image it will choose, it is glamour of culture, is the cultural glamour of world.</p><p>　?、?Influence of Culture on Ads. </p>&

56、lt;p>　　3.1 Cultural relativism </p><p>　　The curtain of global competition draw back from level to level, following resources, management science and technology and talent competition, and the last layer

57、is the cultural strategy. We have proud of our outstanding cultural traditions of several thousand years of china. Even we have called U.S.A. is a country without tradition, which only have 200 years history. We have sob

58、bed that the invader has robbed a large number of cultural rarities of ours.</p><p>　　Contemporary, we see the modern young boys and girls, who are dressed with Korean and Japanese style on the street; we se

59、e the well kept ancient Egypt carving door planks of coffin pit, Greek status, and the Rome column type of Chinese Buddha stone, in American Modern Arts Museum. We also see that places of historic interests have been neg

60、lected and in despair for a long time.⑦</p><p>　　Generations of growing up in the 21st century have no interests in their own national culture. The culture, which accepted like this, may be all sorts of

61、flowers putting together, and may be “chaotic state in which corrupt practices prevail”. So come people are afraid that the acceptance and imitation make some outstanding civilization weaken, and the isolation of traditi

62、onal culture is nominal at the situation of global cultural exchanges of the information, and the trend of network getting</p><p>　　Under this kind of background, even though the relative backward of develop

63、ing countries and regions are facing expansion and infiltration, which has dominate culture, taking initiative to the policy of opening culture. It influences the problems of cultural safety. Therefore, “cultural relativ

64、ism” has arisen at the historic moment. Its production has certain rationality, which is mainly shown as the segregation of culture. The segregation of culture make different nationalities forms the cultur</p><

65、;p>　　But its production has hindered the development of creating advertisement to a certain extent. Because Chinese advertisement is still in fancy as to scale and level of western advertising. The leading of professi

66、onal level about creation and designing of foreign trade advertisement companies with a better service and brand management, which have enter the Chinese market. For example, the multinational advertisement of Coca-cola,

67、 Unifier、Motorola and other have developed their own control over ch</p><p>　　Therefore, we must admit, cultural relativism was deviated from by the trend with progressive trend and culture of contemporary d

68、evelopment after all. If demonstrates the function of passivity mostly with the arrival of times of globalization, the negative consequence of cultural relativism is more clear, which is limiting the range of people’s ec

69、onomic trade activity, influenced the spread of advanced science and technology and circulation of capital; channel that it cuts off various ideas and </p><p>　　3.2 Rational monism </p><p>　　We

70、should analyze the national culture differences, which is a very complex problem, using history and dialectical view. Among them, the key point is to distinguish the differences between two different qualities, which are

71、 the difference of epoch (advance and retreat) and no epoch.</p><p>　　Although every culture may change during historic process, even show the new appearance gradually; the basic character can last forever,

72、and not easily destroyed. So this is the reason about the development of “rational monism”. As to cultural relativism, the rational monism is more advanced and more superior than it, which improve the international adver

73、tise creation.⑨</p><p>　　The people who hold the “rational monism” think the human beings always have some common rational standards through the long-term historic development. </p><p>　　Strauss

74、 pointed out: The human being may maintain same rational recognize with the same brain structure and suffering the same evolution stage, According to this kind of understanding, mankind may recognize some basic principle

75、, which do not conform with some aspects of native culture, but the former should change rather than the latter.⑩</p><p>　　There are a lot of basic principles for us to admit, for example, attacking terroris

76、m, protecting the women rights, protecting the environment, protecting the water resource, as well as improving quality of the heavy worker’s life and security of the working environment, etc. There are the basic questio

77、n concerning human beings survival and development. Therefore, the international advertising circle should rely mainly on displaying these themes, which advocate the international situations of pe</p><p>　?、?/p>

78、 Conclusion</p><p>　　Advertisement creation has era nature and national characteristics, which should be a helping handcar of the social development. Cultural art is becoming essential in our modern life. Ad

79、vertisement influenced our idea and way of life so deeply, which is a kind reflection of influence of culture. We can not change this society, but we could change our thinking, our way of life as well as we could change

80、the way we use when we creating advertisements. We have ability to express the beautiful scene</p><p>　　We should protect our national traditional culture actively; meanwhile, we must be responsible for advo

81、cating and developing some humanistic culture and the civilization of some eras in the long river of human historical development. So for creating in international advertisement, it should be a developing direction of ad

82、vertising for a long time how to combine the spirit of the times with the national characters. </p><p><b>　　Notes:</b></p><p>　?、?東岳論壇 《傳統(tǒng)道德情感對現(xiàn)代廣告的影響》</p><p>　?、?李寶元 《廣

83、告學(xué)教程》 人民郵電出版社 第172頁</p><p>　　③ 李寶元 《廣告學(xué)教程》 人民郵電出版社 第206頁</p><p>　?、?李寶元 《廣告學(xué)教程》 人民郵電出版社 第235頁</p><p>　?、?李寶元 《廣告學(xué)教程》 人民郵電出版社 第240頁 </p><p>　　⑥ 李寶元 《廣告學(xué)教程》 人民郵電出版社 第264頁

84、</p><p>　?、?耿昌軍 《傳統(tǒng)文化對現(xiàn)代設(shè)計的影響》 www.eeoit.com</p><p>　?、?徐行言 《中西文化比較》 北京大學(xué)出版社 第335頁</p><p>　　⑨ 徐行言 《中西文化比較》 北京大學(xué)出版社 第118頁</p><p>　?、?樂黛云 《比較文學(xué)與比較文化十講》 復(fù)旦大學(xué)出版社 第118頁</

85、p><p>　　Bibliography:</p><p>　　樂黛云 《比較文學(xué)與比較文化十講》 復(fù)旦大學(xué)出版社 2000.4</p><p>　　徐行言 《中西文化比較》 北京大學(xué)出版社 2004.4 </p><p>　　張忠利 宗文舉 《中西文化概況》 天津大學(xué)出版社 2002 </p><p>　　劉登閣 《全

86、球文化風(fēng)暴》 中國社會科學(xué)出版社 2002.5</p><p>　　李寶元 《廣告學(xué)教程》 人民郵電出版社 2002.2 </p><p>　　曹世潮 《終級競爭力》 文匯出版社 2004.4 </p><p>　　東岳論壇 《傳統(tǒng)道德情感對現(xiàn)代廣告的影響》 2002.5</p><p>　　耿昌軍 《傳統(tǒng)文化對現(xiàn)代設(shè)計的影響》 www.e