Contrastive Study Of Chinese And American Advertising From Cultural Perspective

With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertising has become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture and influenced by culture. A sharp contrast does exist in culture values between China and America. One of the major reasons which result in such differences is that the United States is an advanced economy and the representative of western culture while China is a developing country and typically represents eastern culture.In nowadays economic environment, the development of enterprises all over the world can not be separated from advertising, because advertising is a special communicating form that connects enterprise and customers. If want to be successful in the globalized market or to operate well and obtain bigger benefits, enterprises of both large and small should pay much more attention to advertising.Advertising is not only a product of economy, but also of culture. Because of cultural peculiarity, the advertisings in different cultures are characterized by their own cultural features. As a form of communication, advertising inevitably involve culture values which belong to certain culture. There are differences as well as similarities between Chinese and American advertisings, which drive from their respective culture. It should be noticed that successful advertisings of the two cultures both take target market's cultural features into account. Therefore, to create an effective advertising, it is necessary to analyze the cultural background and factors of target market and customers otherwise it will fail to publicize.The paper firstly sums up the outcomes of national and international academic study on advertising; then gives the general strategies of international advertising which pave the theoretical way for the subsequent study. The paper places emphasis on the third and fourth chapters. The former compares different culture values between Chinese and American above all, and then finds out the interaction between culture and advertising. The latter shows more directly the different and similar values between two cultures based on a questionnaire which involves Chinese and American consumers. The findings of the survey echo with the former theoretical analysis. The paper then takes two cultures' commercial consumer advertising as samples to further analyze cultural influence upon advertising. The paper attempts to give some implications and suggestions to the Chinese enterprises and advertising practitioners for the purpose of successfully occupying national market and entering international market.