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Auto Advertising in English and Chinese: A Comparative Analysis from Cultural Perspective

Author: LuJing
Tutor: ZhaoWenXue
School: Jilin University
Course: English Language and Literature
Keywords: English car ads Chinese car ads Culture Values
CLC: H05
Type: Master's thesis
Year: 2005
Downloads: 1025
Quote: 2
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Abstract


Advertising is a communication form, is the crystallization of human wisdom, engraved with a deep cultural imprint, the content and form of expression contains a variety of such values. Many studies prove that the ads often reflect different cultural backgrounds, different cultural values. This article attempts by the comparative analysis in English and Chinese car (here mainly refers to the advertising of the car), and explore the cultural values ??embodied both the similarities and differences of the people through the car ads that may be encountered in cross-cultural communication process. Values ??is one of the cultural factors of the impact of cross-cultural communication. Different scholars on the values ??of the elements of a different division. The article is carried out both on the basis of division. Rokeach human value system can be divided into two categories: the ultimate sexual values ??and instrumental values. Each category below there are 18 kinds of specific performance. Kluckhohn and Strodtbeck proposed five basic questions of human groups and different cultures have to be faced. The answers to these questions can be divided into different types of human values. The five basic questions: 1) human nature is what? 2) What is the relationship between humans and nature? 3) time orientation of human life? 4) the types of human activities? 5) the type of human relationship What is it? found that of the comparative analysis of the English automotive advertising collected two reflects the values ??of both commonness and differences, and some of the differences that exist in other advertising car ads have become commonalities. First, both prominent individualism or personality. Individualism has long been a very prominent aspect of American culture, has its historical roots. However, the Chinese culture has always stressed the importance of collectivism, its historical roots can be traced back to the time of Confucius. However, in the Chinese car ads, the respected individualism reflected very obvious, and highlight examples of collectivism rare. Secondly, the two also are often technology as advertising appeals. American culture is respected science and technology, and that technology can help mankind solve all problems. This is also reflected in the Chinese automotive advertising. Both also have highlighted the mentality of the people for change, novelty. This is reflected in the large number of English car ads using the \In addition, in the English car ads tend to dream as advertising appeals. In addition to these commonalities, both also showed some differences. Many English car ads often use the word \

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