苹果手机与华为手机广告的文化对比
在全球化经济日益发展的今天，只要人们想与其他国家或地区有贸易往来，文化差异问题则不可避免。在激烈的竞争中，广告无疑成为了打入海外市场的最简单、最有效、最直接的手段。广告在传递商品信息、引导消费的同时，更或多或少的显示了一种思维方式和价值观。由于广告的受众不同，导致同一广告在不同的国家或地区会造成不同的结果。这也是跨国公司在开拓海外市场时经常遇到的问题之一。本文以苹果手机和华为手机的广告为例，借助Hofstede的文化维度理论分别从男性度与女性度、个人主义与集体主义、阶级观念三个方面对比两家手机广告在文化上的区别。通过分析发现，华为手机广告强调感情、谦逊、合作的成功和同情，具有浓厚的中国元素；而苹果手机广告强调自信、竞争精神、积极进取的成功和力量，体现了西方人的思想观念。最后，本文尝试给国产手机提出相应建议，希望国产手机在海外市场拥有更好的业绩。
关键词： 苹果手机，华为手机，手机广告，文化对比
A Cultural Comparative Study of Advertisements of iPhones and Huawei Mobile Phones
Abstract
Nowadays, along with the increasingly developed global economy, cultural diversities cannot be avoided as long as people want to trade with other countries and regions. In the fierce competition, advertisements have become the easiest, most effective and most direct way to break into the overseas market. While advertisements are transmitting commodities information and guiding consumption, they more or less reflect the ways of thinking and value of a country or culture. However, because of the different cultural backgrounds of the consumers, advertisements may get different results in different countries or regions, which is also a problem when multinational corporations want to enter overseas market. Taking the Huawei mobile phones and iPhones as example, this paper, with the help of Hofstede’s Theory of Cultural Dimensions, studies the cultural differences of the advertisements of these two brands from the perspective of Masculinity VS Femininity, Individualism VS Collectivism and Sense of Hierarchy. It finds that the advertisements of Huawei mobile phones emphasize affection, modesty, cooperative success and compassion, which has strong Chinese elements, while the advertisements of iPhones reveal the spirit of assertiveness, competition, aggressive success and power, which reflects the western ideology. The paper tires to give some suggestions to Chinese mobile phones as well, hoping they can make outstanding achievements in overseas market.
Key words： IPhones, Huawei moble phones, mobile phone advertisements, cultural comparison.
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