The Cultural Differences in Advertisements Between the West and China
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时间：2013年10月28日 13:57
The Cultural Differences in Advertisements Between the West and China
邓 艳
（重庆工商大学融智学院，重庆 400033）
摘 要：Advertising is not only a kind of business activity, but also a means of cultural communication. When it comes to interpreting advertising language, different cultures and traditions are taken into consideration. Meanwhile distinct features are represented in Chinese and western advertisements.
关键词：advertisement;cultural differences;language;features
I. Introduction
Advertising is not only a kind of business activity, but also a means of cultural communication. Successful advertising campaigns not only draw consumers’ attention to the product or service, but also offer a chance for consumers to understand the culture reflected in the advertisements.
II. Language and Culture
1. The Concepts of Language and Culture
Language is accompanied by the creation of the human society, which is the direct manifestation of thinking. It reflects the characteristics of a nation, which not only includes the nation’s historical and cultural backgrounds, but also reveals the nation’s outlook on life, ways of life and mentalities. Culture consists of social behavior, art, beliefs, customs transmission and all the other products of human work and thinking.
2. The Relation of Language and Culture
Language, as part of culture, is a means of expressing cultural customs, and plays an important role in culture. Language cannot separate from related culture. On the other hand, language is affected and reflected by culture. Language is based on the historical and cultural aspects. The formation of a national culture as well as its development and absorption ought to be achieved via language. Language and culture influence each other. Language is like a mirror which reflects the entire culture.
III. The Features of Chinese and Western Advertisements
Advertisements are the special performance of modern culture, which are a multi-language art form conveying information to people. Therefore the advertising language should be simple, easily understood，clear and fluent.
Owing to the differences between Chinese and Western cultures, the advertising languages in China and the West take on their respective features.
1. Different History
Chinese culture has long history and the alcohol culture is significant. So to illustrate the quality of the goods, the history tends to be shown in the advertisements. The following slogan is a case in point --- Legend quality, Century Zhang Yu (传说中的质量，世纪张玉).
Compared with China, the West has a shorter history in some ways. Thus history is not convincing proof of quality goods, but strong and direct marketing strategies are applied for effect. For example, many words of hard sell are used, such as “go and get it at once”, “take it”, “take action right now”, “call now” etc.
2. Different Psychology
Good fortune, longevity, happiness, health and wealth are the symbols of Chinese psychology in life. Slogans implying best wishes can easily win favor with Chinese purchasers, such as A Lot of Good Luck, a Lot of Satisfaction (很多好运，很多满意).
In contrast, the western culture puts more emphasis on independence and individuality. For example, We Lead, Others Copy is the slogan in the Ricoh photocopier advertisement.
3. Different Social Customs
Each nation has its own unique lifestyle, which is displayed in advertisements. For example, red color is a lucky color suggesting happiness and good luck in Chinese customs, while in the West it is not the case. Once a Chinese import and export company marketed its fireworks in red packaging in former Federal Republic of Germany and Sweden. As a result it failed. After the company replaced the packages with gray ones, the sales began.
4. Different Concepts of Authority and Self-Worth
Honor and certificates are often used to attract Chinese customers, because Chinese people always believe in authority. For example, “Shanghai shoes factory has been recommended as the quality products of the Ministry of Light Industry” --- the honor list made the advertisement sound more persuasive. However, in the West, people pursue their self-worth, there being no need to seek external evidence. Success in career means the dramatic increase of social status and material wealth. The practical spirit has been fully reflected in advertisements, which can be seen in the following example. Omega, the Switzerland famous watch brand, adopted the idea of choosing James Bond, the well-known spy, as the spokesman for the product in the advertisement, conveying the message that Omega is the best option of successful people.
IV. Conclusion
Nowadays, advertisements not only function as a business promotional method, but also is a new pattern of language species which has already been accepted by the public. Culture has a significant impact on the advertising execution. All the successful advertisements have been created in accordance with culture. Thanks to different history, psychology, social customs and cultural concepts, the languages in Chinese and western advertisements present distinct features. In short, language conveys culture, and cultural differences affect the expressions of language.
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