The Cultural Comprehension And Comparative Studying Of The 1990's Chinese-USA Commercial Advertising

Advertising is firstly an economical activity which reflects social productivity and the level of economic development. So undeniably, utilitarian nature is its fundamental character. But meanwhile advertisement is a cultural product which is the reflection of people's concepts on philosophy and value, aesthetic taste, model of mentality, custom and habit, social system, religion. In fact, advertising's utilitarian nature has been the focus of people's studying, but the important value of advertising culture has been overlooked. In order to provide a reference for the effective communication and dialogue between Chinese and American culture, I try to do more across-the- aboard culture comprehension to advertising, acquaint commercial activity from the cultural perspective, aware the Sino-US cultural interpenetration and integration from the commercial advertising mutual communication through the comparative studying of the 1990's Sino-US commercial advertising in my this article.The article is divided into three parts: Foreword, text and epilogue. In the foreword, I sum up the impaction of advertising culture to conception on consumption, philosophy and values, aesthetic taste and ideal, social vogue and popular culture of the modern society, the current study situation on advertising culture, and point out its shortage. The text part is made up of three chapters. Chapter one chiefly exposits common cultural character of the 1990's Sino-US commercial advertising about utilitarian, times, nationality, popularity, decompose and so on. In the second chapter, I probe into different concepts on philosophy, model of mentality, conception on morality, national psychology, culture on system, amenity and folk-custom between Chinese commercial advertising and American commercial advertising. Chapter three expounds that the comparative studying of the 1990's Sino-US commercial advertising has enlightenment to advertising practice, studying four strategies that are fitting strategy, alteration strategy, surpassing strategy and conformity strategy in deals with Sino-US advertising mutual communication correctly. Epilogue sums up the need of cultural exchanges between China and the West, and the matter that we should pay attention to.