对中美广告文化间差异的研究

在全球化的大背景下，在传媒日益发达的今天，每个人都受到传媒的影响。广告作为传媒的一种重要的形式，必将影响亿万人。现如今，随着跨国公司数量的增加，公司面对的是对整个世界的管理，因此，公司有必要了解和顾客有关的所有信息，例如：传统文化，生活方式等等。在这种背景下，公司想让他们的产品畅销并且建立产品知名度，就必须了解产品的文化特色。语言，音乐，图画和展览是文化交流的主要形式。广告业理应包含这些特色。广告和文化有着密切的联系，而通过广告，我们可以发现中美广告文化在价值，道义，思维方式和哲学观念上的异同。

关键词：广告   文化差异   价值观

Study of Different Advertisement Culture in China and America

Abstract

In the context of globalization, the media is developing increasingly today, and everyone is affected by the media. Advertising as a kind of important form of media, is bound to affect one hundred million people. Nowadays, with the number of multinational corporations, the management of company is facing to the whole world. Therefore it is necessary for them to know something related to their customers, such as the traditional culture and life style, etc. Under this context, if companies want to make their products become the best selling and build a special brand, they should know the different cultural characteristics. Language, music, picture and displays types are the main forms of communicating culture. Advertisements have to contain all of these things. Culture and advertisement always influence each other. Through advertisement, we can see many similarities and differences on values, moral, thinking and philosophical concepts between American and Chinese culture.

Key words: Advertisement,   Cultural differences,   Values 

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】