透过广告创意看中西文化差异

文档编号:YY249  字数:6481.页数:19，有开题报告，任务书，文献综述，外文翻译译文

An Analysis of Cultural Differences between China and Western Countries from the Perspective of Advertising Creativity
                           

Abstract: As an important component part of life, advertisement reflects the unique culture in a given country. This paper aims to analyze the different culture between China and western countries from the perspective of advertising creativity by comparing advertising cases, showing both their different features and common features. Through further study, the different cultural factors, including values, philosophy, customs and ways of thinking etc, will be revealed so as to realize the integration of nationalizing and globalization of Chinese and western advertising creativity and to further promote international communication.
Key words: advertising creativity; Chinese and western culture; cultural difference

透过广告创意看中西文化差异
摘要：广告作为生活的重要组成部分，能够影射出一个国家独特的文化。该文档旨在从广告创意的角度，通过对广告案例进行比较，分析中西广告文化的不同之处, 同时指出他们广告创意的异性和共性。通过进一步的研究，揭示其不同的价值观、哲学观念、思维方式和文化习俗等文化因素，以实现中西广告创意民族化和全球化的融合，进一步促进国际交流。
关键词：广告创意；中西文化；文化差异

目 录

Abstract iv
摘要 iv
Outline v
提纲 vi
1. Introduction 1
2. Culture and advertising creativity 1
2.1 The definition of culture 1
2.2 The connotation of advertising creativity 2
2.3 The origin of advertising creativity 2
2.4 The relation between culture and advertising creativity 3
3. The features of advertising creativity in China and western countries 4
3.1 The features of Chinese advertising creativity 4
3.2 The features of western countries’ advertising creativity 4
3.3 The common features of Chinese and western advertising creativity 4
4. The cultural differences between China and western countries in advertising creativity 4
4.1 Different cultural value 4
4.1.1Collectivism and Individualism 5
4.1.2 Attitudes toward authority 6
4.1.3 Family Conception 7
4.2 Different ways of thinking 7
4.3 Different customs 9
4.4 Different Philosophy concept 10
5. The trend of advertising creativity 11
6. Conclusion 12
Work Cited 13

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