| With the quick development of global economy and the entire real estate industry,real estate advertisements,as an effective means of commercial promotion,become prosperous in recent years.Real estate advertisements which take up a large proportion of advertising industry,need to persuade people into their life-time deposit on houses.Therefore,real estate advertisements are bound to take some cultural features to cater to consumers' cultural backgrounds,such as the life values,customs,living habits and so on and so forth.That is to say,real estate advertisements are subordinate to culture and influenced by culture.There exist some sharp comparative differences in cultural values between Chinese and American real estate advertisements.This thesis intends to contrast Chinese and American real estate advertisements with the aim of studying cultural differences.This thesis conducts a comparative study of 30 Chinese and 30 American real estate advertisements collected from Chinese and American famous real estate developers from cultural perspective: individualism and communitarianism;internal-oriented and external-oriented;high-context and low-context and “Family” culture.It is found that Chinese and American real estate advertisements have three similarities in terms of the function of advertisements,and have four differences from the cultural points.In addition,this study explores the deep reasons for the cultural differences in Chinese and American real estate advertisements: historical reasons and belief reasons.In a word,this paper has a systematic analysis of cultural differences from the perspective of culture pattern.It is hoped that the study can give some suggestions to Chinese and foreign real estate advertisements planners and let them be aware of the different cultural values embedded in cross-cultural advertisements and promote intercultural communication,then make a more in-depth study of the cultural differences to enrich cross cultural studies. |
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