A Comparative Study Of Chinese And American Printed Commercial Advertising Language In Cultural Value Perspective

Advertising plays an increasingly prominent role. It becomes theindispensable part in people’s daily life. The science and technology have beenchanging with each passing day. With the rapid development of commodityeconomy, more and more people pay close attention to the commercialadvertising. The main task of commercial advertising is the promotion of goods’sales; anther responsibility of this kind of advertisement is cultural transmission.The commercial advertising can reflect the new cultural orientation in fast andeffective way of each country. Different countries’ commercial advertisementshave different cultural values. This thesis compares the Chinese and Americanprinted commercial advertising languages. Through which the new tendencies ofthe Chinese and American cultural values are illustrated.The paper is based on the research question-What are the new culturalvalues’ trends reflected in Chinese and American printed commercial advertising?Based on this research question, there are four hypotheses. Through comparativeanalysis from four cultural dimensions, the new trends of their cultural valuesare studied. The theoretical foundations of the paper are the Kluckhohn andStrodtbeck’s time orientation, Hall’s high-and low-context, Hofstede’sindividualism and collectivism and power distance. After the comparativeanalysis, the following findings can be concluded:1. Chinese cultural valueshave been shifting the collectivism to individualism, through the study onprinted commercial advertisement.2. Chinese and American advertisementsbear more invariable power distant cultural dimension.3. Chinese printedcommercial advertisements reflect high context cultural dimension, whereasAmerican ones value low context dimension.4. Both of Chinese and American printed commercial advertisements emphasize present time orientation.The findings of this paper will present a new perspective of culturalvalues for future researches. In addition, the thesis gives a fresh angle forcross-culture leaning and teaching. Finally, the thesis can help advertisers realizethe new different cultural values between China and America. In theiradvertising production, they had better cater to the consumers’ need and try topromote the goods sales.