Culture differences between China and the west in

Culture differences between China and the west in ads

differences in value orientation 价值取向差异

• Chinese nation in history was foreign isolated and it had a united policy. Due to the long-term influence of Confucianism, the Chinese values are collective orientation. so China's advertising language tend to reflect the national Consciousness, big family concept and country complex.

• most English-speaking countries had experienced frequent campaigns and migrations in history, so people were used to conquering and integration. • The marine trade had began since ancient Greek and Roman time, which led to special national characters i. e. Fond of pursuing opportunity, exploring and conquering • God helps those who help themselves -----Benjamin Franklin

Ø Many American products advertisements show individualism orientation. In advertising language, they outstand individual value and the liberty of individuality. • For example: • Just do it. ( Nike) Fit you well. ( Reebok) The heartbeat of America. (Chevralet) Always Coca- Cola. ( Coca- Cola) Ø China emphasizes the group concept, the west emphasizes selfcentered. • Therefore, some say western characteristic is afraid of the same with others, and that the Chinese people are afraid of and different from the others

differences in philosophic thinking 哲学思想差异

human in nature (天人合一） Ø First put forward by zhuang zi (庄子） Ø Then Dong zhongshu（董仲舒）developed it into the “human nature integration” philosophical system Ø In ancient time, human beings awed nature, thinking themselves being a part of nature Ø Owing to Chinese agricultural economy, people learned the importance of nature to a good harvest

• Confucianism: human needs to get rid of desires, and fulfill moral principals conscientiously. ----七十从心所欲而不逾矩 • Zen Buddhism: human is like Buda originally, but obsessed with the world concepts and desires ----烦恼即菩提，凡夫即佛 • Taoism : human is a part of nature(自然即天）, but rules and moral principals make us lose our human nature ----万物与我为一 • Materialism: our thinking reflects the existence • Ji xianlin: it’s about human lives in harmony with nature, instead of mutual conquering

主客二分 • The ancient Greek age: human began to explore the world (Greek mythology) • Modern science: conquer nature • Western industrial and commercial economy

Differences in ethics and morals 伦理道德差异

China Patriarchal Concept of Family(宗法观） & concept of hierarchy（等级观） The west Individualism & equality Øno concept of filial piety 林肯箱包------全美国都注视着林肯; 艾特面包-----这是华盛顿母亲的配方 ØFree in using the national leaders’ names, image in ads ØSometimes even satirize some scandals

Patriarchal Concept of Family • patriarchal system refers to a system of adjusting relationships in a big family • It originated from the worship of ancestors in the patriarchal society(父系氏族） • It made it convenient to establish hereditary governance in the feudal society • Characteristic: • 宗族组织和国家组织合而为一，宗法等级和政治等级完全 一致 • Function: • Safeguard the feudal hierarchy & stabilize the social order

Attitude towards sex • Chinese: Conservative No publicity of ads about sex is allowed by Chinese government 汇仁牌肾宝合剂------- 他好, 我也好 • Western society: open and free

Differences in thinking mode 思维方式差异

• Eg 2 At 60 miles an hour the loudest noise in this new Rolls- Royce comes from the electric clock. 劳斯莱斯以时速 60 英里行驶时, 其最大的噪音是电 子钟声。( 劳斯莱斯汽车)

Eg 4 You’ve got what it takes----Salem Spirit. . ( 行� 前已做好准� 作—Salem 精神)