A Study On Heritage Of The Chinese Culture In Cambodian Chinese Advertising

Advertising is a mirror of social life and through it we can see a vivid picture of an ethnic g roup’s living and development. In this paper, Cambodia Chinese newspaper advertising is researched through content analysis to examine the propagation characteristics of Chinese advertisi ng and its expression to Chinese cultural values and habits, and further analyzes the Cambodian Chinese advertising on the transmission path of the Chinese culture.Firstly, previous studies on overseas Chinese media, Chinese culture and cultural values a re reviewed. Secondly, thesis of this article is proposed followed by definitions and creation of the indexes. Lastly, according to the 21 coding standard, analysis to 965 ads is carried out, wh ich are extracted from Cambodia "Chinese Business Daily" from 2000 to 2014.The results show that it is conscious and spontaneous of folk newspaper advertising in cul tural heritage.Chinese newspaper is an important channel for overseas Chinese to exchange inf ormation,on which non-commercial ads account for a large proportion. Dominant cultural valu es in Cambodia Chinese advertising are "family", "tradition", "wisdom", "Striving" and "integrit y". At the same time, "lifestyle" and "customs and rituals" are the most significant in cultural pr actices. Chinese advertisements mainly through ritual symbol prompts, arouse ceremony and direct statement to carried on the inheritance of Chinese culture, and Chinese culture in the process of transmission is affected by the local culture.By means of text,Chinese advertising reinforces collective memory to inherit and spread Chinese culture.Ingeneral,overseas newspaper advertising has a strong trace of Chinese culture and plays an important social function in the local Chinese community in the country.