中美广告文化对比研究——集体主义与个体主义

广告是文化的一面镜子。广告不仅反映文化，而且传播文化并巩固文化的影响力。广告与文化二者之间相互联系、相互影响。本文以中美广告为对象对比研究中美文化差异。
由于集体主义和个体主义各自是是中美文化的核心，本文主要研究中美文化差异中的集体主义文化与个体主义文化的差异及其表现。中国是集体主义文化，而美国是典型的个体主义文化。个体主义强调“个体的道德价值”、个人权利和责任、自由、自我成就、隐私和自我表达。集体主义强调人与人之间的相互依赖关系，强调和谐、合作、共同利益、公共利益和保护面子。中国人和美国人的语言交流方式也不一样。在中国（集体主义文化），人们经常用不直接、委婉的方式交流，而在美国（个体主义文化），人们更倾向于用直接的方式交流。而这些差异都很好地在广告中体现。
本文主要从三个方面来研究中美之间集体主义与个体主义文化之间的差异：语言交流方式, 社会观念以及家庭观念。

关键词：广告；文化；集体主义；个体主义
A Comparative Study of Cultural Differences between
Chinese and U. S. Advertisements
——Collectivism vs. Individualism

Abstract: Advertising is a mirror of culture. Advertising not only reflects culture, but also spreads culture and reinforce the influence of culture. Advertising and culture are closely interlinked and interact with each other. So this paper uses the Chinese and American advertisement as objects to study the differences between Chinese and American culture.
As the differences between individualism and collectivism are the core differences of Chinese and American culture, so this paper mainly study the cultural differences between individualism and collectivism of Chinese and American culture. Chinese culture is the collectivistic culture; American culture is the typical individualistic culture. Individualism stresses “the moral worth of the individual” and emphasizes personal rights and responsibilities, self-freedom, self-achievements, privacy and self-expression. Collectivism stresses the interdependence of people in some collective groups and emphasizes community and collaboration, shared interest, harmony, the public good, and maintaining face. Chinese and American’s expressions in conversation are also different. In China(collectivistic culture), people usually use indirect, euphemistic expression ways. In America(individualistic culture), people prefer the direct and straight expression ways. All these differences have well shown in the advertising.
This paper is using contrastive analysis to analyze the differences in collectivism and individualism between Chinese and American culture on three aspects: expression pattern, social values and family values. 

Keywords: advertising; culture; collectivism; individualism

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