英語專業(yè)畢業(yè)論文-中英商務廣告對比

1、<p>　　Study on Chinese and Foreign Commercial Advertisements</p><p>　　Major: Business English</p><p>　　Student No: 07305118</p><p>　　Name: Song Rui</p><p>　　Superv

2、isor: Bai Kui</p><p>　　Abstract: With the flourishing development of China’s economy and the entry into the WTO,enterprises at home and abroad are facing the problems of commercial advertisements integrated

3、with the world, namely the difference between Chinese and western commercial advertisements. This article has used a number of examples to analyze Chinese and western advertisements mainly from the cultural background, t

4、hinking mode, linguistic difference and so on. It will explore the differences to upgrade advert</p><p>　　Key words：Commercial advertisement; comparison between China and foreign country; cultural difference

5、； </p><p>　　摘 要: 隨著中國對外貿易的蓬勃發(fā)展及加入世界貿易組織，中外企業(yè)都面臨著商務廣告與國際接軌的問題，即中西方商務廣告差異性問題。本文通過大量廣告實例，從文化背景，思維方式，語言差異等角度對中外商務廣告進行具體的分析，探討了中外商務廣告的差異性，將中國的廣告創(chuàng)意水平提高到新的階段。</p><p>　　關鍵詞：商業(yè)廣告 ；中西對比； 文化差異;</p>

6、<p>　　1. Introduction</p><p>　　1.1. Conception of Commercial Advertisements</p><p>　　Advertising is a promotional means which is generally valued and wildly applied by enterprises. Commerci

7、al advertisement is made for benefit and for publicizing a product so that people would like to buy it. It is a mass communication activity, the goal of which is sales promotion at a certain cost, which spreads commoditi

8、es or services and other relevant economic information through specific media. So we can say Advertisement is the best way to spend money advocating their products and enterpri</p><p>　　From the cultural per

9、spective, the culture environment where commercial advertisements spread is actually a kind of objective existence of culture.  Commercial advertisements are promoter of merchandise and

10、 broadcaster of culture. It takes culture as its carrier. At the same time, the culture use advertisements to spread. Th

11、erefore, both advertisements and culture  mutually exist and contribute to the society. We can see that, knowing the commercial advertising culture and clarifying th

12、e differe</p><p>　　1.2. Effect of Commercial Advertisement</p><p>　　Commercial advertisement is not only an economic phenomenon with its utilitarianism, but also a cultural phenomenon with its t

13、hought. Therefore, commercial advertising on the one hand, can promote the sales, guide consumption with its commercial functions. On the other hand, it also should serve the society, spread ideas, morality, cultural con

14、ceptions that fit for the demands of society and conform to the interest of people. So it necessarily has its social function.1.3.Purpose of study on Comm</p><p>　　1.3. Purpose of Studying Commercial Adverti

15、sement</p><p>　　Usually, commercial advertisement is an important means of communicating information among commodity producers, operators and consumers, or an important way for business to occupy the market,

16、 sell products and provide labor services. This paper, by analyzing similarities and differences of culture, language, presenting of commercial advertising between China and foreign countries, tries to understand the dif

17、ferences between them and find out the points in foreign advertising that deserves study,</p><p>　　2.The Relationship Between Culture and Language </p><p>　　Culture is the all and the one which

18、consists of social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking. Language is accompanied by the creation of the human society; it is the direct ma

19、nifestation of thinking. Language reflects the characteristics of a nation, which not only includes the nation’s historical and cultural backgrounds, but holds on the nation’s view of life, the way of life and thinking.

20、Culture is diverse, lan</p><p>　　Language is a means of expressing cultural customs. As a part of culture, it plays an important role in culture. Language can not separate from related culture to be independ

21、ent. Some sociologists believe that the language is the cornerstone of culture—no language, no culture (Pan, 2001:30).From another aspect, language is affected by language and reflected the culture. Language is based on

22、the historical and cultural aspects. The nation's way of thinking, values, concepts, habits and behavior w</p><p>　　3. The Differences Between Chinese and Foreign Business Advertisements</p><p

23、>　　3.1. The Culture Difference Between Chinese and Foreign Business Advertising </p><p>　　Advertising reflects the national culture in some extent. This article discussed the cultural differences between

24、the East and West reflected in the Sino-British advertising from these three aspects: group orientation and personal orientation, indirectness and directness, authority and fact.</p><p>　　3.1.1 Collectivism

25、Orientation vs. Individualism Orientation</p><p>　　A culture high in individualism would emphasize personal achievement, innovation, autonomy, and adventure. A stronger interpretation of this dimension predi

26、cts that individuals often consider their own priorities and those families ahead of others, often neglecting the broader needs of society. These include the United States, Australia, and Great Britain, where individual

27、achievement is highly valued and clearly a mark of success. In contrast, a society low in individualism would likely endorse</p><p>　　Chinese culture has a long history and the alcohol cultural is significan

28、t. To illustrate the quality of goods, they attempt to explain how long the water life by quoting the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (2) Tang palace drink, JIAN NAN CHUN (JIA

29、N NAN CHUN Drink) Those two alcohol's long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).</p>

30、<p>　　The Western countries insisted the short term oriented culture; the main reason is the history is shorter than China. They don’t do the business like Chinese who often use the factors of history and tradition

31、, but use the strong and direct marketing strategy (hard sale), a product of the "immediate results" as a selling point. For example: "go and get it at once", "buy it" , "fit it well&qu

32、ot;, "take action right now", "call now" etc. is the common use in foreign ads (Zhu, 1996:50).</p><p>　　Value is the different views and attitudes of people regarding the matter. China is

33、 a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this featur

34、e of Chinese culture: HUA LI killing mosquito tool—"silence without mosquito" dedication. This ad was excellent for using the partial tone of "mosquito" and "listen". It builds the image of

35、unknown</p><p>　　But in the Western capital society, individualism、equality and the dominant natural were the orientation ,they stress personality differences. This can be seen from many American ads product

36、s, there are many differences trying to explain from, even in the absence of any differences as well. In the United States ads, there is a popular phrase, it would be: to create different. For example: One airline painte

37、d the vivid colors on the airframe in order to catch people's eye. In fact, the plane and </p><p>　　Whether the culture is eastern collectivism orientation or western individualism orientation, both of t

38、hem are embodied in the communication of respective culture. Such cultural differences between China and western countries usually lead to the differences in advertising. For example, Chinese people usually have conformi

39、ty psychology. They always believe that the things most people do won't be wrong. So when choosing commodities, they usually follows the habit of conformity. Chinese advertisers</p><p>　　There was an ane

40、cdote. It is said that when the famous American AD "Just do it" first performed in Hong Kong, it was translated into "想做就去做". The theme of this advertising is individual freedom, which is not surprisi

41、ng for in the United States. But Hong Kong, as a part of Chinese society, has traditional self-discipline. So many consumers think this advertisement has the suspicion of inducing juvenile crime. Later the advertising w

42、as changed into "應做就去做". From this we can see cultural differenc</p><p>　　3.1.2 Indirect Communication vs. Direct Communication</p><p>　　A national culture is shown through the way of

43、thinking and acting.(Lin Jicheng, 1986). A lot of comparative study shows that people using different languages adopt different way of thinking, which is caused by different cultural background. Generally speaking, the t

44、hinking mode of English-speaking people is linear thinking. They are better on analysis and logical reasoning. For example, the article of Westerners often straight to the point with a topic sentence, directly point out

45、the main idea</p><p>　　Eg:(1) “Lucky” Brand Chocolates are made of choice materials by up-to-date scientific method. The product is allowed to leave the factory only after strict examination of its quality.

46、Owing to the influence of tropical climate on raw materials used, white spots may occasionally appear on the surface of the product, but the quality remains unchanged in that event. Please send particular to our distribu

47、tors concerned. This advertisement introduces the product and material directly and does not co</p><p>　　(2)嘉士利,為你珍藏童真的滋味……那一年,我和妹妹去鄉(xiāng)下姥姥家,我們在田野上奔跑,在小河里釣魚,在收割過的麥地里拾麥穗,空氣里盡是迷人的清香!現(xiàn)在很難找到那種感覺了。田野變成了廠房,小河也不見了……咦

48、?這是什么?味道真特別,讓我想起鄉(xiāng)下麥地里那迷人的清香。嘉士利餅干,為你珍藏童真的滋味!</p><p>　　This is a biscuits advertisement. Biscuit does not appear in the first sentence, instead. childhood memories appeared. It is this memory of the past trig

49、gered Asian nostalgic feelings, causing a kind of emotional resonance. Its creative intention is to use poetic language to describe poetic imaginary. It seems has no relationship with the subject, but in fact, it want to

50、 move people by affection, to find the theme of feeling before going to the point. In fact, the memories indicate the unique ch</p><p>　　3.1.3 Authorities vs. Facts</p><p>　　The promise and guar

51、antee in ads always have reliable basis, and Chinese and English advertisements are different in choosing the basis. Honor and certificates are often used as a tool to attract Chinese customers, because Chinese people al

52、ways believe in authority. In fact, the honorary certificates don’t relate to the products self characteristic. Chinese traditional culture emphasizes "unity", advocating absolute authority, and showing great r

53、espect to the authority.. </p><p>　　In sharp contrast with China’s ads, English ads is not seen such expression in the ads. Even some international brands and ads will not honor any identification certificat

54、es to prove. In the British-based culture, people pursue the self-worth, not deliberately seeking to cross over location. Through individual efforts to shoot for success in career means the dramatic increase of social st

55、atus and material wealth. The practical spirit has been fully reflected in ads.</p><p>　　Western culture, especially America, emphasizes more on experiences and facts. Stewart( 1972) once described the chara

56、cteristics of American thinking mode like this: “For American, the world is composed of facts, not concept. Their thinking mode is induction, developing from facts to theory….They always hope to prove their theory”. From

57、 that we find western people like collect facts and data. Chinese advertisements usually quote various authorities in the evaluation of products. So we often hear</p><p>　　Such as: “For her deepest dive, 125

58、0 feet down to the floor of the pacific, Dr. Earle relied on a massive cast alloy diving suit to protect her from such an alien environment. In just such a way, the Rolex hat Dr. Earle wears relies on its massively stron

59、g case to protect the delicate movement within. Into deed, so rugged is the case that sculpting it from a solid block of metal requires pressures of up to sixty tons. This is a Rolex watches advertisement. Manufacturers

60、use convincing accurate f</p><p>　　Two experts in advertising and market, from York university of Toronto in Canada, once used content analysis method to analyze advertising message in the magazines in our c

61、ountry and calculate the frequency of 14 kinds of information. They made the conclusion that the information containing “surveyed by producers” is less than one percent. This can testify that there are large differences

62、between Orient culture (mainly Chinese culture) and Western culture (mainly English culture) in advertisemen</p><p>　　3.1.4 Pragmatism and Materialism</p><p>　　The differences between western cu

63、lture and eastern culture lie in the different ideas. Easterners are more conservative. They live a simple and frugal life and stress on economical and practical use, while westerners, especially the Americans and Britis

64、h, advocate enjoying life, going in for material comforts, love, beauty and sensuality, as well as pursing romance and individuality. For example, there are many words like “economical and practical”, “substantiality”, “

65、efficient and time-saving”</p><p>　　Foreign advertisements always use some exquisite words, such as “passionate”, “romantic”, “glamorous”, “rich”, “l(fā)uxurious”, etc. There are many advertisements about luxury

66、 like vintage wine, fancy cars and superior cosmetics etc. in western country. For instance, the French word CHATEAU-FI GEAC in an advertisement of a red wine means being elegant forever. Another example is the ad for Fr

67、ench Remy-Martin in European & American Market using the words “art of cognac is red as flame and feels sheer</p><p>　　Another ad is from American photocopier brand name “Rank Xerox”, which is translated

68、 into蘭克施樂 in HK Chinese. And it’s no wonder that consumers are puzzled about what it means, and then when it changes into “全錄” which means all will be recorded, it won popularity soon. This example shows the Chinese idea

69、 of stressing practical use.</p><p>　　Let’s have a look at the following ad’s original text and its Chinese version. Queen Elizabeth 1 carries so many passengers. You are bound to meet a host of people you l

70、ike, or love.(Is there time to fall in love on an airplane?)And if you should happen to meet someone you don’t like, a game of hide-and-seek aboard Queen Elizabeth 1 can last until Southampton .伊麗莎白1號載客如云,你一定會遇見許多有趣的人,或者

71、你的最愛(坐飛機有時間談情說愛嗎?)。即使你碰巧遇上個不喜歡的人,也盡可在船上和他(她)玩玩捉迷藏,避而不見,一直到船抵達南安普敦。This ad indicates the character of western pe</p><p>　　For this reason, this brand is translated into奇士美 in Chinese, which considered the dif

72、ferent ways of emotion expression and life style between easterners and westerners.</p><p>　　3.2 The Differences in Expressing Ways </p><p>　　Chinese people are not accustomed to express their i

73、deas directly, but to use the euphemism, tortuous way to express. Han nationality affected by Confucian ideas is modest, introverted and conservative. This is unlike European and American national export and lively perso

74、nality. In France, for example, a perfume advertisement: “The one drop is to the beauty, two drop is for the lover, three drop is enough to lead to one love affair.” (Zhu,1999:28). French people think that this expressio

75、n is ver</p><p>　　Since the imperial examination system founded in Sui dynasty, it is difficult for some “culture elites” to be innovative. And it is easy to rigid people’s mind in this strict culture educat

76、ion system and ranking system. Until now, some thoughts still remain in people’s minds. In other words, commercial advertising culture is rooted in the soil of the national culture, and sometimes culture has subtle influ

77、ence on our values and thinking mode, which is hard for individual to get rid of. So modern</p><p>　　The western commercial advertisement is more flexible, free, much less restrained. The United States is a

78、country of immigrants, which has numerous ethnic, and most of them live together. This kind of blending culture does good to cultural exchange among nations, and it is easier to spark in thoughts. The lack of cultural de

79、posits also makes it rarely influenced by traditional culture. Secondly，it is a country strongly advocated "freedom" and "democracy", which is popular in everyone’s heart, pe</p><p>　　4.

80、Some Suggestions in Translating Chinese and Western Advertisement</p><p>　　Advertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture. Advertising language has p

81、rofound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have

82、something in common and also have differences, it should learn from each other and complement each other. English advertisement has some practices; </p><p>　　Among various kinds of commercial advertisements,

83、 different nations have different cultures. There're many differences between the east and the west in psychology, ethics, aesthetics, customs, etc. Advertisement shouldn't be understood literally. In addition, t

84、heir extended meaning and rich cultural contents should also be considered. In the advertisements of different countries, many idioms, proverbs, and famous quotes are used. As a result, semantic vacancies or conflicts ar

85、e caused in transla</p><p>　　4.1. Translation Should Conform to Western Culture</p><p>　　BaiYu Pen, produced in Shanghai and translated as White Feather in English, takes nobody's interest i

86、n the west. the reason is that there's an idiom in English “to show the white feather”, which means “to flee from the scene”. White feather symbolizes coward. MiFeng, the brand name of a toilet soap is literally tran

87、slated as “Bees” which seems to be a completely consistent translation, but isn't favored among English readers, because there're invisible thorns on bees. We won't feel comfortable t</p><p>　　Bu

88、t if these advertising words can be translated ingeniously and vividly, they will be favored and unforgettable. For instance, trademark of an American photocopier is Rank Xerox. When transliterated as "蘭克施樂" (L

89、ankeshile)in HongKong, it confused many readers. And when translated as “全錄”(QuanLu), it's favored by many users, as if the photocopier can record all things (Quanlu), users will definitely get satisfied. Xerox, when

90、 translated into Chinese, is to copy with Xerography. This doesn't mean </p><p>　　4.2. Translation Should Consider Political Metaphors </p><p>　　DaPeng canvas shoes are translated as ROE in

91、English. DaPeng is a divine bird in Chinese fairy tales. In Chinese, we have the saying "鵬程萬里，鯤鵬展翅", which means “to aim for the highest will have a promising future”. ROE is a giant bird in English fairy tale,

92、 so the translation seems all right. However, by coincidence, this is the same as the English abbreviation of Republic of China, which will undoubtedly lead to misunderstanding or unnecessary associations. It not only do

93、es no good to creating a </p><p>　　Take another example of the trademark BaiXiong. Though the translation of brand name “Bai Xiong” into “white elephant” is a faulty stroke, translating “BaiXiong” into “Whit

94、e Bear” is a success. In the Chinese-English Dictionary edited by Beijing Foreign Studies University, the first English meaning of “BaiXiong” is “Polar Bear”, a scientific name; and its second English meaning is “white b

95、ear”. Therefore, it seems right to translate the trademark into Polar Bear. However, as the international po</p><p>　　4.3 Translation should Respect Differences in Customs of Different Countries</p>&

96、lt;p>　　There're all kinds of taboos in different countries and nations. We should respect the customs which have formed for hundreds of thousands of years. Meanwhile, this will affect the sales of exported product

97、s. Elephant isn't favored in UK, but the panda is popular; rose is favored by Italian and Spanish, but chrysanthemum isn't; lotus, fox and badger are taboos in Japan, but cherry, turtles and ducks are liked there

98、; in Russia, yellow rose means break-off and misfortune; walnut, peacock and chrys</p><p>　　While translating advertisement, colors can't be ignored: Blue is forbidden in Belgium, as it's regarded as