Auto Advertising In English And Chinese: A Comparative Analysis From Cultural Perspective

Advertising is a form of culture. Therefore, advertisements from different societies reveal cultural elements specific to that culture. Since America and China represent the western and eastern cultures respectively, many differences have been seen in cultural values reflected in English and Chinese advertising. However, when the comparison is made between English and Chinese auto advertising, both similarities and differences have been identified and some differences in advertising as a whole are only to be found to be common features of auto advertising. Individualism, which is regarded as being typical of American culture, has been shown up completely in Chinese auto advertising but examples for collectivism, generally thought of as being typical of eastern culture, are hard to find. Besides, emphasis on science and technology, love for change and progress, desire for future and dream are all common advertising appeals in both of them. English and Chinese auto advertisements also reveal certain differences. American's preference for competition, overstatement and sex are all not good advertising campaigns in China. On the other hand, the Chinese'emphasis on "Oneness between human and nature"is also not acceptable to the Americans. Chinese auto advertisers should be fully aware of the similarities and differences revealed in English and Chinese auto advertisements when they design an advertising campaign. Only some necessary translation in language is needed when the English and Chinese values coincide with each other but a new campaign is needed if they are in conflict.