A Brief Study on Chinese and Foreign Commercial Advertisements

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1、StudyonChineseandForeignCommercialAdvertisementsAbstract:WiththeflourishingdevelopmentofChina’seconomyandtheentryintotheWTO,enterprisesathomeandabroadarefacingtheproblemsofcommercialadvertisementsintegratedwiththeworld,namelythedifferencebetweenChineseandwesterncommercialadvertisements.This

2、articlehasusedanumberofexamplestoanalyzeChineseandwesternadvertisementsmainlyfromtheculturalbackground,thinkingmode,linguisticdifferenceandsoon.Itwillexplorethedifferencestoupgradeadvertisement’sinnovationlevel(创意水平)inChinaintoanewstage.Keywords：Commercialadvertisement;comparisonbetweenChin

3、aandforeigncountry;culturaldifference；摘要:随着中国对外贸易的蓬勃发展及加入世界贸易组织，中外企业都面临着商务广告与国际接轨的问题，即中西方商务广告差异性问题。本文通过大量广告实例，从文化背景，思维方式，语言差异等角度对中外商务广告进行具体的分析，探讨了中外商务广告的差异性，将中国的广告创意水平提高到新的阶段。关键词：商业广告；中西对比；文化差异;1.Introduction1.1.ConceptionofCommercialAdvertisementsAdvertisingisapromotionalmeanswhichisgenera

4、llyvaluedandwildlyappliedbyenterprises.Commercialadvertisementismadeforbenefitandforpublicizingaproductsothatpeoplewouldliketobuyit.Itisamasscommunicationactivity,thegoalofwhichissalespromotionatacertaincost,whichspreadscommoditiesorservicesandotherrelevanteconomicinformationthroughspecific

5、media.SowecansayAdvertisementisthebestwaytospendmoneyadvocatingtheirproductsandenterprises,soastoincreasetheirpublicityandsales.Thisisalsothepurposeofadvertisement.Fromtheculturalperspective,thecultureenvironmentwherecommercialadvertisementsspreadisactuallyakindofobjectiveexistenceofculture

6、. Commercial advertisements are promoter of merchandise and broadcaster of culture. It takes culture as its carrier. At the same time, the culture use advertisements to spread. Therefore, both advertisements and culture  mutually exist and contribute tothe society.Wecanseethat,knowingthecom

7、mercialadvertisingcultureand15clarifyingthedifferentculturalbackgroundareofgreatimportancetoourcommercialadvertising’screation.SoIthinktheanalysisofthedifferencesbetweenChineseandwesterncultureisthepremiseofknowingthedifferencesofcommercialadvertising.1.