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A Comparative Study on Cultural Values Embodied in Chinese and American Auto Advertisements

Author: CaiZuo
Tutor: LiuChangYuan
School: Harbin Institute of Technology
Course: Foreign Linguistics and Applied Linguistics
Keywords: Comparative study Cultural Values Car ads Advertising appeals
CLC: G04
Type: Master's thesis
Year: 2010
Downloads: 379
Quote: 0
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Abstract


This paper intends to examine the similarities and differences of the cultural values ??of the two countries through the analysis of the Sino - US automotive advertising appeals and cultural values ??reflected in the two countries in automotive advertising and cultural values ??of automotive advertising , believe that such Sino-US cultural value orientation comparative study can help to break the cultural barriers in the economic activities between the two countries to enhance mutual understanding , so that the Sino-US economic exchanges and bilateral trade more seamless . Hofstede 's cultural dimensions and Pollay Cheng Schweitzer advertising appeals framework as the theoretical basis , China and the United States 60 each car ads collected from the network analysis . Application advertising appeals framework for encoding each ad , and use SPSS software for data processing , analysis of the advertising appeals frequency and China and the United States advertising appeals is whether the significant differences in the different cultural dimensions . The study found that the Sino - US automotive advertising , technology , effective, modern , beautiful , enjoy five advertising appeals account for the dominant position . 7 family , social status , emotional advertising appeals more to appear in the Chinese automotive advertising and unique adventure , competition , five advertising appeals appeared in the American automobile advertising . Advertising appeals and Hofstede 's cultural dimensions associated with the analysis of the results shows that the U.S. auto advertising to reflect individualism , low uncertainty avoidance , Masculinity advertising appeals more , while China's auto advertising to reflect the collective and a high- power distance advertising appeals more . Overall, the preferences of the Sino-US automotive advertising appeals is consistent with the two countries' cultural value orientation .

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