Comparison of Chinese and Western Advertising

Comparison of Chinese and western sandwich adAdvertising is non only an economic phenomenon, precisely besides a heathen phenomenon, which is a kaleidoscope, the reflection of social g prejudiceiness. Linguists Wallace called the ads as the roughly ethnicly component carve upized social language among all the discourses. stopping point is a compound entirety, and every society has its own unique(p) culture. And language is an classical deduct of culture, which mirrors the business relationship and heathenish derriereground of a country, as well as contains the nations bearing mien and intellection style. That is to say, the development of language has accumulated abundant culture, the written material of which reflects the to a greater extent or less profound con nonation of culture. Thus, as a part of language, inevitably, advertizing language cease be influenced by culture. This thesis researches into the ethnic differences amid chief(prenominal)land c hinaware and western countries reflected in advertise language, in order to afford confabulation between China and western counties untold easier.Key Words Advertisement ethnic Differences Values National TraitI. IntroductionIn the age of discipline, advertizing has reverse an classical source of information for modern carriage. With the globalization of the economy, advertise is becoming a worldwide commercial activity nowadays. As antithetical variants of culture conflicted with each other, some(prenominal) commercial advertising can not only operate in the information conveyancing commodities, however too wee a mission of ethnical dissemination. Different cultural primer coats, un alike set breed diametrical advertising creativity. The landing field is attempted to explore the cultural differences between China and western countries through mingled examples, with the aim of getting better understanding of the developing trend of advertising two at home a nd abroad. run-in is the mirror and reflection of culture. As a special kindly of preparation of language, advertizement, with no doubt, cant be dislocated from language. therefore, it was born with a deep print of culture inevitably. As for the cultural differences, a morsel of scholars discombobulate try to explain it in distinguishable cheeks. In the past on the study of cultural differences in advertising, stack tended to pick the perspective of linguistics, managementing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. some an(prenominal) academics atomic number 18 trying to explore cultural differences in ad between China and western countries. The Dutch scholar G Hofstede who took trine dimensions to analyze East- west nigh cultural differences individualism and collectivism self-reference and ethnocentricity, tint signs and symbolic representations, were more than successful. Many Chinese scholars also did some research from a variety of angles in this argona, such as Niu Xiaojuan, Xu Dezhen and so on. On the foot of the formers, the reservoir placid a large number of materials, trying to discuss cultural differences in advert between China and western countries.Advertisement is part of culture. farming includes philosophy, sentiment, behavior, cultural psychology, ethics, customs, traditions and religious printings of history, and so on. The author take nurse read a litter of books and quiet a large number of materials concerning this study. Herein the author only chooses some aspects of culture to analyze and explore the differences between China and western countries.II. Definitions of Culture Advertisement2.1 CultureCulture, a hot counter at home and abroad, is a very complicated, multidimensional, and nonrepresentational subject. fit in to the comment from The Cambridge Encyclopedia of Language (Crystal, 1997 784), culture is the integrated buil d of human knowledge, belief and behavior. Culture defined consists of language, ideas, customs, beliefs, institutions, tools, techniques, taboos, and pretends of art, rituals, ceremonies, and other related comp whizznts. And Hurford (1987 315) defines culture as the most general concept to describe the behavior of human existence and history. It refers to many items at distinct trains of generality ideas, cheers, emotions, actions, tendencies and accumulations.In fact, although there argon hundreds of definitions of culture, anthropologists agree that the learned courses of behaving and adapting ar included in the culture, as contrasted to carry on behavioral patterns of instincts. Social scientists divide culture into several(prenominal) groups like family, politics, economics, education and religion.Culture and language are connecting to each other. Culture can not be discussed without language used in it. According to Kirkpatrick (1995 271-295), culture refers to The ani mateness way and its manifestations that are specifically to a residential district that uses a particular language as its core of expression. Culture is an stimulus generalisation concept it includes almost everything, no issuing material or lifespanual. Language is the expression of culture. Different languages have its different cultural meanings. It is limited to lease diversity culture, especially the spiritual scope. however Language is the most important foundation of the transfer of culture. genius aspect is, as the basic part of culture, language carries culture, reflects culture, and develops culture. Another aspect is language is influenced by culture profoundly in many aspects of our life.2.2 Advertisementthither are many definitions for advert American Marketing Association defines advertising as the non- soulal confabulation of information usually paid for and usually persuasive in nature close overlaps, services or ideas by dandified sponsor through vario us media. With the development of technology and globalization, ad is run through into every aspect in various styles and becoming a rigueur part of our daily life. The ad is a commercial activity in the market economy for the token of enterprises and the brand of a product. The customers, as the audience of the advertising, are edified by different cultural environment in their thoughts and consciousness.Advertising language, including advertising nomenclature and pictures, is a peculiar form of language, and the particularity determined its close alignment with culture. Therefore the advertizement composers are inclined to design the ads on the basis of good understanding of the cultural characteristics and rack their brains to plant the ads catering to the customers cultural psychology through language skills and fancy pictures. On the contrary, without fail, we could realize the cultural differences through varied advertisements.III. cultural Differences in Advertiseme nts between China and horse opera CountiesToday, with the development of the technology and the spread of the mass media, advertising has a wide influence to our daily life. However, whatever promoting strategies advertising companies use, the language is the main mail carrier of the message. As Vestergaard Schroder (1985 246) point out, advertising leaves many forms, but in most of them language is of crucial importance. Advertising language is presented in a style that has immediate impact with the intent of rapid persuasion. In the world market, the definition of advertising language is essential for the effective transmission of advertising and hence the sale of products. However, before the translation is under fool awayn, having a good knowledge of two the similar and different characteristics of advertising language used in the West and in China is a must. In this section the author would like to address close it in the following aspects.3.1 ValuesCultural determine is a criterion that bulk judge the good and the bad, the beautiful and the ugly, the honorable and the unworthy, the clean and the dirty, the correct and the wrong, the kind and the cruel, the meet and the unjust, the decent and the indecent and so on. Psychologist Henry Murray defined that value is the psychological reflection of basic demands, which should be changed by the real world. That is to say values are a kind of thought eager for something.In this section the author like to talk about it in the following aspects.3.1.1 Individual vs. CollectivityGenerally talk, western culture encourages individual orientation that is more concerned about their own interests, as well as individual successes and achievements, and is self-centered, with emphasis on personal dignity, and encourages and praises those who have wealth to the challenges and ambitiousies of mountain. By comparison, the eastern nations show more hierarchical groups orientation and the orientation of the ove rall interests of nation and prominent family, with particular emphasis on finding family interests and family ethics and coordinating relations. Thus, the traditional Chinese culture recognizes the value of the individual, to a certain extent, from individuals and groups (family, religious and national) such cultural difference is a clear manifestation in advertising home and abroad.China is a large traditional awkward social pattern, so it focuses on the Chinese cultural system collectivism, authoritative character. Chinese raft have tough patriotic feelings, emphasizing national self-esteem, self-belief. The following examples are inclined to adorn this view.Zhonghua toothpaste (Hu Zhongli, Zhu LijuanWang Yafei, 2007).10 years of ups and downs, China forever in our messagesThe ads not only show this brand transports years of popularity but also expresses that Chinese people bang their fixland through the homophonic pun. The following examples are no barion to this rule. MeiLing refrigeratorChinese life, Chinese MeiLing ChangHong Group Cooperation-ChangHong berm the mission of dedicating itself to the service of its motherland and nation prosperity.This not only reflects the increment of Chinas national industry is the reality, but also expresses peoples national pride and inspires jockey of national goods, contributing to the revitalization of the national industries.In the United Statesas a dominant social individualism, personal unique personality means the pursuit of his own words, behavior, thought and distinctiveness. Advertisement of American Opel car at a time advertised product unique, highlighting their seeking personality traits. All cars are the same these days. Weve all heard this said. But not by anybody who knows about Opel. Coincidentally, an advertisement of Porsche sports car with a pictorial attr prompt picture of a red sports car running rapidly on the Highway, creates Lonely masher image as luxury sport cars driving thro ugh a forest. There is no doubt that such advertising can bear upon management objectives, such as young consumers desire for self-expression, the pursuit of brilliant psychological cause. From the above examples, it is not difficult to see that self-expression, independent spirit and values of individuals struggling to be teemingy reflected in the advertising.3.1.2 Love vs. seeTo some extent, savour and look upon are synonymy for they have much in common. By the respect savor from, and drive in distillated to respect is a process of quantitative and qualitative change, but they cannot be the same. Respect is continuously from the lower to the upper mend love is equal dissembleless of level and class. With traditional cultural influence of each own, Chinese advertisement is respect-oriented while western countries love-oriented. This is because in China, filial piety is a virtue. Chinese people deeply feel the responsibility of the family. Not only goodly, but also legall y, children have the obligation and responsibility of maintenance for the elderly. Filial piety is a flexure, honest basis. iodin Expression of filial piety is distinguishing elderly. such values have been strengthened in advertising. Lets take a look at two medicine ads in China and abroad.Health Protection Yangshen in television advertising On the Screen, the son acted by movie sensory faculty Huang Rihua is worried about his fathers health, so he buys him today Yangshen which will in all likelihood benefit his physical condition. But probably as a resultant role of little communication between the father and son, its a little difficult for the son to find the way to present Yangshen to his father. When the son is practicing father, I love you in his room, the father breaks in and looks at the son with surprise and misunderstanding. At this time, the son hands Yangshen over to his father and speaks out father, I love you, then we could see the tear in the fathers eyes.Adala t Oros advertisement of preventing cardiovascular medicine a picture of a healthy elderly full of nada and spirit and together with his newly young married wife article of clothing her wedding dress in front of the church, his self-confidence and charming smiling on his face. Advertising language is He should live hankerer than he expected.Two commercials are both good advertising, but also deck different cultural foundation in Chinese and Western world. One is respect oriented, and the other love oriented.YangShen advertising today shows that in the Chinese family, child shows respect to his father at first, then the love. Commercials take full advantage of the Chinese culture achieving an effect that Yangshen is not only just for health supply but a token to express love.Likewise, Adalat Oros is a kind of medicine. It takes the performance by using humor that two people with age gap get married, the advertisements feature mock language, relaxed and candidly conveying brand co ncept Love for your health is treasure and cherish life The high confidence from high-hold head of the young lady and the crafty smile of the old fellow clearly manifested the contest between love and life (Wang Chunmei, Wan YinongZhang Lei, 2006).3.1.3 Authority vs. FreedomChina has experienced a long history in the feudal society, as its mainstream culture, Confucianism has been widely influencing the lives of Chinese people, who have also formed a less conceptualizeing mode advocating succour and upholding the authority. This is reflected in the life of the people, who will always take professional head and authority sector report as golden rule without any suspicion. Thus, Chinas advertising is always full of experts and preachs certification of authority sector. By comparison, the Western advertisers are more inclined to create an image for the brand, giving expression to the peoples desire for individuality and freedom. We could see the differences in the following adverti sement. ---40(CSA )(CPMA)The fraternity selected high quality tooth-cleaning materials, fully in line with national standards. This toothpaste does not wear the teeth, but puddles it clean and glossy. It has been recognized by more than 40 Dental Associations in the world and more Chinese experts choose this brand. CSA and CPMA recommend the brand.Safeguard, a brand of fancy soap, also takes the print of Chinese medical Association as an attractive point.In the western advertisement, seldom do we find the reorganization of authority. As for the westerners, freedom and individualism is much more important.Nike Just do itMarlboro Come to where the flavor isCome to Marlboro Country (Han Ping, 2005).Marlboro is a address of backside. Here Marlboro Country refers to the people who smoke this kind of cigarette which makes people forget their manual processes, thus there is a hot for freedom to return to the nature. Flavor has two meanings here. One is the unique hold the other is the special dress and grace of the smoker. Marlboro man represents the most successful, most influential brand image in the century. He is dressed in jeans, riding a tall courser, with a cigarette in his spill the beans and blue sky as background. All this is a symbol of pizzazz, and freedom, which many young men pursue. Commercial advertisers take this image serving as a foil to the passionate, adventurous, exciting and free life which people are yearning and pursuing. Because this advertisement fully satisfies the westerners expectation for freedom, Marlboro receives an agreeable and delectable return.3.1.4 voice vs. EnjoymentChina is a large agricultural social pattern the Chinese put much stress on collectivism, authoritative character, submitting to nature. The advertisement reflected the characteristics of Chinese culture.,- (Hua Li mosquito killer)Hua Li mosquito killer makes the world no mosquitoes.This arouses resonance in the minds of consumers.As for the westerners, th ey have a tendency of make outment. There is a popular saying in the USA Work hard, and have rouse yourself. An important concept of Americans working is separating work hours and leisure time. In their view, the work is no doubt important, but entertainment and relaxation is the best way to improve efficiency.The following ads are the best certification.Enjoy absolute Vodka, enjoy life, it deserves you. (Vodka)Just for the taste of it. (Coca Cola)Be younghave fun, drink PEPSI. find time to indulgeNES Ice creamThese advertisements demonstrate the consumers concept enjoy life, seek for abundant consumption, and possession of pleasing products.3.2 National Trait both country has its own nation trait, according to these nation traits we mean the qualities, characteristics, tendencies, values, moral principles and beliefs. All of them are a part of culture. Here, the author from three aspects individual to illustrate and exhibit the cultural differences.3.2.1 Traditional vs. Newfang ledChinese people love jubilant scenes, love to listen to auspicious words. A lot of the advertising language starting from the basic mass psychology fully reflects radiant spare atmosphere. For example, We wont accept presents this festival except Naobaijin(A kind of health protection food)On the screen, the family, including old and young, with cheerful expression, shows the accord and happiness., (Instant Noodle Advertisement)(Much happiness, much satisfaction)(Wine Advertisement) (Kongfu family wine reminds people of home)All in all, most advertisements of wine and food have an obvious Chinese characteristic, and also make up the traditional character of -(auspicious words in China).Western culture encourages people to develop innovation, self-advocacy, and liberalism, emphasizing individuality, personal values, particularly advocating individual, equality, competition and frank vocal, active participation and self-affirmation of the export-oriented character. Reflected in the words in the language of advertising, it shows a change curriculum and creates something unconventional. The following is an ad for Motorola.Baked, Drenched, Tested to the extreme. A Motorola cellular resound stands tough in the face of torture. Just ask Danielle Bel1, whose bid came back from the ashes of a threealarm fire. Motorola, the best- sellingmost preferred cellular phones in the world. This is a unique advertising idea a picture of the Motorola mobile phone of deformation, there must be nothing but a free disaster. Clearly it will leave a lasting impression.Another ad for tyre Even its footprint tells you its different (Han Ping, 2005).You will find everything unique and fresh in advertising language.3.2.2 Implicative vs. OutrightDifferent cultural backgrounds decide different expressions. Chinese people express affection, friendship and love with implicit personality in the advertising language.- A Little miss used Diaopai washing powder to wash clothes while her mo ther went out to find job. And she left a note Mum, I can help you with housework.This love for Mum touched all the people who watched it.-- (Health Products Advertisement) (Xu Dezhen, 2003).The advertisement expressed the implicative and self-evident affection between wife and husband.But in western countries the expression of affection is very explicit. For instance affiance the phone to pass your loveThe originality is that the daughter from thousands of miles away called her parents, who were having their dinner, and said I love you.There is another advertisement on TOYOTAI love what you do for me (Xu Dezhen, 2003).The open-and-shut character fully revealed its candor.3.2.3 Conservative vs. ExtrovertedChinese and western culture has differences in orientation and understanding on sex. Our advertising regulations specifically prohibit a picture of temptation and seduction or sexual content. Even if it is necessary to involve related content, it will become implicit and hidden.Owi ng to the relatively conservative nature of the concept, many redolence and cosmetics advertisements stress implicitness.For instance This year you are 20, next year 18. (Baili Soap) (Xu Dezhen, 2003). mention young, keep charming. (Cosmetics advertisement)--Pox disappears. (Cosmetics advertisement)But in the western countriesadvertisement concerning sex can be found everywhere, and the exposed beautiful women is common.An ad for Charlie marrowThe generous, sexy-young fragrance. By Revlon (Wu Keming, 1999 178).Close-up toothpasteYour perfume turns him on. Will your breath turn him off?Such an advertisement is not allowed in China, but it seems that the Western advertisement composers take delight in it.3.3 Thinking ModeThinking is an important part, highest rally, main designer and commitment of human culture. In other words, thinking is the profound essence of human cultural phenomenon. Thinking can be carve up into two basic types intuitive thinking and logical thinking. Chine se advertisements focus on intuitive thinking while the westerners stress logical thinking.The advertisement witnessed the different thinking modes in China and West. Take telecom advertisement as an illustration.In order to express the concept of Telecom communicates, heart communicates, Chinese telecom spares no efforts in five different dribs and drabs in daily life Communication is solicitude (father and son) Communication is love (mine proletarian date) Communication is share (quarrel between couple) Communication is understood (father and son) Communication is respect (teacher and student). Directly, it tells the customers that telecom can shorten distance between people and make communication convenient without space limitation but intendment and true feelings (Xu Dezhen, 2003). China telecom spends so much time, only in hope of temporary the concept clearly and directly. Its not difficult for us to realize the thinking way of the originality is intuitive thinking. It not o nly tallies with the Chinese traditional thinking way but suits the cultural habit of the audiences. And the same is telecommunications advertising. The United States ingeniously introduced only one life detail suspire. A man base on balls on the street has a causal yawn, a woman not far follows him another yawn, and then one elderly is also give with a yawn. And what even more interesting is the pet doggie go with them with yawning. At the sight of this picture, at first, I didnt realize what it wants to appeal for at the very moment. Just then the words hit the mark with a single comment Communicating is very simple.This is a perfect advertising I cant but admire the western logical ideation. Yawning is only a normal phenomenon, but the western advertisers tell the customers that communication is as easy as yawning. You can communicate with any one at any time if you are willing to.3.4 Attitudes towards Animals, Numbers, and PlantsPeople animation in different cultures backgro unds whitethorn have their own different attitudes and thoughts towards animals, numbers, and plants. One culture may not mean the same in another. That is wherefore the same words have different meaning in different countries. The differences caused by such words in advertising may be illustrated with the following examples.We all know that Chinese people a good deal regard bats as a good luck because the Chinese character sounds the same as (meaning good fortune or blessing). Some Chinese legends say that when a bat lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring person longevity. A red bat foretells even better luck for sounds just now the same as (being supremely fortunate) (Hu Wenzhong, 2005). But in western cultures the translating program must adapts their linguistic habit to the different attitude towards the animal, they do not think Bat is a good name, because bat is regarded as an passing evil omen in muc h European folklore. So may be translations like Fortunes better.Sometimes numbers can lead to a variety of associations. Common speaking, every culture has some numbers. It is believed to be either fortunate or sometimes sinister, However, that may sometimes different. Then we take the translation of 7-up for example, which is a brand of soft drink. Many English speaking countries deem that the number 7 is a very luck number for the peoplewhile Chinese people dont think so. The meaning is different in Chinese eyes. According to the cultural difference, the translator is trying to make the same effect among the Chinese buyer. So they work out the name -. The name of it is very acceptable for the people because its first part is faithful to the brand name without transmitting any unfavorable meaning, and its second part -transmit the meaning of happy and good luck, and so offset the loss of connotation in the number 7.Finally, plant words also have different meanings in different c ultures. For example, the brand named , Chinese people think it means clean and honest. But to English people, the word narcissus means a self-loving person. So if these washing machines use such a brand name, cultural adaptation is necessary to western consumers. So the word daffodil might be more suitable.In brief, using these types of words as brand names in a global market often means taking a risk. As we have said, the producers should be more careful when creating such brand names in advertising (Zhou Ruxin, 2004). Cultural conflict and difference is almost everywhere, even the exiguous part shouldnt be neglected. So it is a wise decision to take the above cultural element into consideration while bringing the products into world market.3.5 Geographical location DifferencesIn cultures, the location may be regard as an important element. In languages, different locations have different languages cultures, and it can interpret otherwise in different cultures. For example, spe ed of light has become an indispensable part of Eskimos life. So they have a quite large vocabulary of different kinds of snow in their language. While people living in India can scarcely imagine what is snow, what snow looks like. So there is no word for snow.There is another example China has once produced a series of agricultural machines called because of the geographical location of China. Chinese people think that is a symbol of warmth which means good omen. In China, it means advantageous conditions as the Chinese (Zhou Ruxin, 2004). But in western countries, east wind has all different meaning. For them, their west wind is the same as our east wind. Therefore, though the brand name was put into East Wind, many people hold that the more proper name might be West Wind.IV. findingCulture is the product of historical development of human beings. Advertising is the product of social and economic highly development. In modern society, advertising plays an progressively heav y role. In a sense, the advertising impacts on our lives all aspects. It not only transmits product information to us, more transmit a kind of cultural awareness. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon.Advertisement , as a community cultural patterns, since its naissanceembodies cultural uniqueness and nationality. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. But cultural background of one nation, after all, has obstacle. In the contemporary world, with the development of globalization, no matter Chinese or Western advertising, cultural dialogue and cross-cu ltural communication is absolutely necessary to survive and make further development. Thus the advertisement both in China and west can win amalgamation. boldly speaking, our purpose is to make the current advertisement to achieve a boundary of seeking common points while reserving difference, seeking uniqueness while together. This study attempts to provide some information for the advertisers through comparison between Chinese and Western advertisements in the process of international and intercultural communication.