The Chinese-American Culture Differences in the Language and Creativity of Advertisement从广告语言及创意看中美文化差异.docx

PAGE word文档 可编辑 word文档 可编辑 The Chinese-American Culture Differences in the Language and Creativity of Advertisement 从广告语言及创意看中美文化差异 Acknowledgments I would like to express my sincere appreciation to my supervisor, Ms. Yao Yujie, for all her support and encouragement through the whole process of my writing and researching, and for her useful comments and advices on my thesis in all aspects. Without her great patience and generous help, the completion of this thesis would not have been possible. Also, I heartily thank all other teachers who have taught and instructed me during my B.A course. Finally, my special gratitude goes to my family and my close friends, who have shown care, love and expectation throughout my thesis writing. They always stand by my side whenever I need them. It is my fortune to have them all in my life. word文档 可编辑 Abstract With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertisement has become a significant instrument in cross-cultural-communication. Besides, advertising is subordinate to culture, and influenced by culture. A sharp contrast does exist in culture differences between China and America, so do the advertisements which can be traced in the language and creativity of advertising. Advertisements are products of economy. In cross-cultural-communication, each countries histories, values and thinking patterns are unique, thus the cultural contrast is inevitable. When Chinese advertisements showing in the global market, there is a crash between Chinese traditional culture and Western culture. Therefore, it has a significant meaning to research on the Chinese and American culture differences in advertising that can help Chinese enterprises break the cultural barrier in the foreign market and can make them more competent. This thesis firstly introduces culture, advertisements and the relationship between them, through the differen