1、1PPT课件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 published readers want to reflect.(2)Advertising is introd
2、uced to the public goods,service content and cultural programs,such as a way of publicity.2PPT课件Differences between Chinese and western Advertising Values National Trait3PPT课件Values Collectivity vs Individual Respect vs Love Authority vs Freedom Contribution vs Enjoyment4PPT课件Collectivity vs Individ
3、ual 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-belief.In western country,it is not difficult to see
4、that self-expression,independent spirit and values of individuals struggling to be fully reflected in the advertising.5PPT课件 CollectivityIndividual 6PPT课件Respect vs Love With traditional cultural influence,Chinese advertisement is respect-oriented.This is because in China,“filial piety”（孝心）is a virt
5、ue.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.7PPT课件RespectLove 8PPT课件 Authority vs Freedom China has experienced a long history in the feudal society（封建社会）.As the mains
6、tream culture,Confucianism has been widely influencing the lives of Chinese people.Thus,Chinas advertising is always full of authority sector.9PPT课件 The Western advertisers are more inclined to create an image for the brand,giving expression to the peoples desire for individuality and freedom10PPT课件
7、 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 tendency of enjoyment.In their view,th
8、e work is no doubt important,but entertainment and relaxation is the best way to improve efficiency.11PPT课件slogan Contribution HuaLimosquito killermakesthe worldno mosquitoes.“默默无蚊的奉献”（华力牌电蚊香）Enjoyment Enjoyabsolute Vodka,enjoylife,itdeservesyou.(Vodka)享受伏特加，享受生活，你值得拥有。（伏特加）Justforthetaste ofit.(Coc
9、aCola)12PPT课件Differences between Chinese and western Advertising Values National Trait13PPT课件 National trait Traditional vs Newfangled Implicative vs Outright Conservative vs Extroverted14PPT课件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）scenes,love to listen to auspicio
10、us（吉利的）words.A lot of the advertising language starting from the basic mass psychology fully reflects harmonious spare atmosphere.15PPT课件 Western culture encourages people to develop innovation（创新）,self-advocacy（自我倡导）,and liberalism（自由主义）,emphasizing individuality,personal values,particularly advoca
11、ting individual,equality,competition and frank vocal,active participation and self-affirmation of the export-oriented character.16PPT课件 CJFECanadian Journalists for Free Expression 还新闻一个自由17PPT课件Implicative vs Outright Chinese people express affection,friendship and love with implicit（含蓄的）personalit
12、y in the advertising language.In western countries the expression of affection is very explicit（直率的）.18PPT课件sloganImplicative 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）19PPT课件Conservative vs Extroverted Chinese and western culture h
13、as 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.20PPT课件I wear nothing but a few drops of Chanel No.5 Marilyn Monroe21PPT课件Summary22PPT课件23PPT课件
