On Differences Between Chinese and American Advertising Cultures

On Differences between Chinese and American Advertising Cultures

by

A Graduation Thesis
Presented in Partial Fulfillment of the
Requirements for
the Degree of Bachelor of Arts

Acknowledgements

    My deepest gratitude goes first and foremost to Professor Zhu Jianxin, my supervisor, who offers me academic and constructive advices on composing this thesis. His encouragement and help are worthy of high acknowledgement.
    And I would also like to extend my sincere thanks to the Fudan University as well as all my teachers. Thanks to their instructive guidance and comprehensive education during the two years’ schooling, I can acquire the opportunity to further English study.
    Finally, I would like to offer my sincere gratitude to those who spend their precious time in reading this thesis.
Abstract
    Advertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Advertising gives the audience visual appreciation so that it also influences people’s way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations. As a form of cultural transmission, advertising brings important influence on cultural infiltration. This thesis mainly focuses on the differences between Chinese and American culture from original advertisements. There are three major differences. Firstly, Chinese and American languages are parts of these two kinds of cultures, and they bring great influence on advertisement. Secondly, social customs of the two countries should not be underestimated. Thirdly, the individual values of the two peoples also affect the success of advertising. They are called “potential trap” in advertising transmission across culture. Then many ways will be discussed to harmonize and develop the advertising across cultural transmission.

Key Words

original advertisement; culture transmission; cultural...