ExtensiveandprofoundtraditionalChineseculture

1、Extensive and profound traditional Chinese culture, has a long history, to justice and humanity as the core derived from a self-made system value systems, traditions and cultural values in television commercials in the penetration of television advertising has changed purely a product of economic an

2、d social role, whether it is the wife her husband, children, parents, in affection on the trivial. From Melatonin to alcohol, mobile phones, toothpaste, washing machines, washing powder to make it an educational and advocacy towards the melt, into the direction of entertainment has become a new cult

3、ural forms.National television advertising is an important feature is the stress bolstering creativity. Emotional appeals and consumers to buy goods relating to the social and psychological needs of many consumers to support their buying decisions are emotional motivation, and making purchasing deci

4、sions, they feel the brand than the brand of such features or attributes Learn more important. Many advertisers in the sales competition, no significant differences between those with the brand, since the difference between rational difficult to identify, attract consumers to emotional appeals will

5、play a better role. Another feature of the domestic TV advertising is to reflect the good faith. Credibility is the core of argumentation, but also the basic requirements for commercial activity, the domestic content of television advertising this as a fulcrum. Milk Milk light triple advertising, Sa

6、nlu milk powder security guarantees fresh. China Mobile ads with a critical moment, trust the global pass, through the three stories: the love music Xiao Meng, a company bosss business; June 10, 2002 in Vietnam of Chinese tourists in distress at sea. Chinese nation and for your spiritual nourishment

7、 out of a culture, a respect for harmony and unity of the broad-mindedness. A happy family, harmony, national peace, prosperity, national unity, unity, as thousands of years peoples pursuit of a permanent goal.Chinas advertising reflects the peoples common notion of a group: emphasizing whole attach

8、es great importance to family and family ties; and the West are a reflection of their advertising self-centered culture, emphasizing the role of the individuals independence and the main body, heavy personality Zhang Yang. From an aesthetic point of view typical of the theory, emphasizing the typica

9、l individual from the type of concept is developed from the typical view of the results naturally better than the latter. May also wish to alcohol advertising as an example, almost all of the wines of domestic advertising has greatly exaggerated the family love, friendship love, stress Harmony commo

10、nality. British alcohol ads are quite creative personality, and almost every ads are very different. mondariz. TV ad, a young man wakes up after drinking wash, the surprised to find that their ears and body have been taking advantage of drunk people wearing a lot of metal rings, and then the slogan:

11、 do not want to drink too drunk, we should choose mondariz. Obviously, this ad implies its products mondariz. Is a more moderate wine personality, even if excessive drinking will not Come Drink With Me.Longer pieces of Chinese advertising language (highcontext), narration and other voice-oriented mo

12、deling, expressive and strong, often by creating a beautiful atmosphere to give the audience some kind of intuition for its products or goodwill and be careful that the situation is moving, put more weight on perceptual knowledge: These ads are often filled with a warm a family of three sitting arou

13、nd the dining table drinking milk, advertising phrase: Focus on your familys health, give them a better future. (Friends of the Friends of the milk ads). . British advertising is usually more objective, precise short slogan, emphasizing language, accurate, general, and the screen form language, reas

14、oning and association, and therefore a rational component to the high side, the ads were a somewhat allegorical images pave the way, and finally gives Slogans like the finishing touch. Lets look at a Europe and the United States of milk advertising. First there is the milk pushed iron picture and so

15、und, and then continue to move up the lens, what is surprising is not the cows but the emergence of a hand in the crowded boxed milk, in order to describe the brand of milk is very fresh . The other ads are on the begott cream, first appeared on the screen is gradually traversed the grass, a team of

16、 cows, and then head to another team that went through the cow. Slogans cream processing plant and then shift relief, voice-over of our butter comes from Nature is a little ad viewers a certain logical deduction and abstract association that is fresh and natural products can be drawn conclusions.Eas

17、t-West differences in television advertising with the Western and traditional Chinese aesthetic main difference - namely, realism (reproduction) and freehand (performance) coincides with the difference. Diaopai toothpaste in the new mother chapter of CUHK is a typical section of the monologue pieces

18、 of Chinas advertising style of language: first for the description of two emotional changes in the world, behind only appeared with the product-related advertising slogan: the truth pay, spiritual crossroads, carving brand of toothpaste. Lets look at a picture of a typical Western story-telling lan

19、guage advertising slogan. Delivery of a car parked in the old furniture, a house downstairs, on the second floor windows of the old furniture, constantly thrown in the vehicle. Moving a car to open left, another to open a car stopped at the door that happened to be downstairs windows downstairs. No

20、person driving a vehicle to go off several, from the window of an old sofa, then threw his roof smashed. This is the emergence of a store-brand insurance companies, called ad words: lifeisfull ofsurprise. (Life is full of unexpected things). In general, Chinese is the spiral, and finally to the poin

21、t; and the West in the discourse aspects of writing linear, straight-cut theme. This is the Western culture in the television language modeling in a significant difference.In fact, both the West and domestic television advertising creative should be based on visual effects for the ultimate goal to p

22、ursue. Depending on the television and listen to possess two functions, TV, as owners, mainly rely on language to express the contents of the screen, listening to only look at aids, who have not yet out of broadcasting the impact of blindly to survive by virtue of emotional narration of the TV ads i

23、s very difficult to lay the mark of. Therefore, the television advertising in the creation, the need to effect the screen form language center, through the language screen telling stories. I believe that, in the filming TV ads, in order to effect the screen language designed for the end-result is th

24、e key to success.We are familiar with the U.S. McDonalds advertising baby articles, baby rocking cradle of the pre-roll after the laughter and tears, highlighting a strong brand awareness. The United Kingdom a digital camera ad, does not appear similar to the national radio advertising as a special

25、oral presentation of the performance of the shock. The advertisement reads as follows: one dressed only in shorts wretch in the snow in the winter, triads coerced to a person with photography, so shivering with his hands photographed. Winter the snow is very cold, wearing only a wretch underwear, bu

26、t there are hearts to see the natural triad of fear - this case, the photo effect is clearly made, the cameras shockproof performance is self-evident. There are also some domestic advertising account of a typical language with pictures. Americas air-conditioning television commercials, the center sc

27、reen is always a shrimp and an air-conditioning, a cooked shrimp with the United States of air-conditioning cooling gradually from the surface into a red brown and finally could not stand because the air-conditioning actually hit a sneeze and then abscond. Language of the entire ad is not forced to

28、sell, no products, the streets of the contents of the screen there is no particularity, there is only one lens, but the expression_rs and manifestations of very creative, and something simple and fun to receive them easily.Western television advertising creative is characterized by common law counte

29、r-claim and the differences are, in introducing the products performance, the domestic advertising tend to use positive dummy-based practices, are not good at being so anti-that, then straight Qu said, the words of this meaning Peters method. Abroad, this approach is no shortage of examples, well-kn

30、own British stella artois beer ads rely on wit and a large production budget, in promoting the brand to ensure its position is very expensive, in order to deepen the audiences trust in the quality of products; the United States non-stick pot ads displayed on the screen only fried eggs in the flow of

31、 juice into the pot the whole process of forming, the last picture is a trademark of this pan. Voice-over saying: This the best non-stick pan, only stick Silverstone trademark.Current law is different advertising production in order to enrich the association should imagine the premise for the idea t

32、o break the conventional thinking to create an unexpected advertising language. Such as beer advertising, the domestic in order to meet their relatives and friends and drinking boast the main language is not enough implication, the lack of novelty, while the British advertising a certain brand of be

33、er caddy with tennis round-trip non-stop running back and forth (quick to take the ball like a tennis match does) take empty bottles to elicit the brand popularity of beer in the bar. Britain is very well-known a public service ads, the screen is a very lovable child playing with many toys, playing

34、playing unconsciously began to play with knives, the last actually put the knife into her mouth . . the screen followed by introduction of subtitles - - drug abuse is suicide. Finally, it should be mentioned that animals and children often appear in television commercials in the West, which is an ex

35、tension of the law is now different. The mid-80s the U.S. advertising industry used to be known as the dogs paradise, todays four-legged animals and children in advertising is still very frequent appearance on the screen naive innocent animals and children, considered by many to be a powerful weapon

36、 to attract the audiences attention .TV ads should focus on art, or social? This is a controversial long-standing problem. Although the properties of the mass media to make TV ads mainly messaging as the main feature, but good advertising works often have art. Art is a human memory, its measure of v

37、alue must reflect the value of human development, but will turn over the art of annihilation of transmission. TV advertising art must be assumed that in the non-art or down to expand the premise of social space, to find a balance between the two, in other words: to make the audience can understand,

38、but also novel, missing you. Melatonin is just like the domestic advertising, although it has aroused widespread criticism, but the sales is clear. The uation of the success of an advertisement, the most perfect of course, not its artistic standards, but only its marketing capabilities. Melatonins s

39、uccess is that it directly against the traditional Chinese Feng pro-pension, reciprocity, and modern society, human transactions in social practices. A strategic vision of business, always standing on a higher height of the cultural strategy, to market themselves in a television advertisement to pro

40、mote themselves. TV ads as a host culture, the media, in the pursuit of economic efficiency to advertise their products and also bear a certain degree of social responsibility, the so-called do first person, after doing business. This idea has developed into a kind of demonstration and guidance of t

41、he unique cultural patterns. China has always been hot HaYao Sixth Factory series of public service ads, pay attention to is the corporate brand and culture of responsibility, almost all the people know that HaYao, the HaYao only to create his own commercials.Chinese culture does not have the public

42、 sphere or public space. China in the contemporary social transformation, cultural carnival presents a state of the Gods, the traditional culture on the role of personality moisten weakened, following the ideology of consumption, the direction of society, class re-differentiation, groups of powerles

43、sness, community congenitally deficient, all in all, all so that television and television advertising ideological discourse and easy to drive straight. Frequent ad myth to prove this point. Red Eagle Pak Sha Qin pool, three Melatonin, as long as there is a strong advertising support, sales can be a

44、 miracle.Chinas TV advertising to go the road of self-development must be the inherent characteristics of Chinese society and the Western worlds most advanced combination of creativity and regulatory experience. Although China does not exist a similar situation with the West, civil society, there is

45、 no birth by the bourgeoisie out of a public sphere, but that does not mean that the Wests TV advertising creative and supervisory experience is not worth learning from. Stones from other hills may not be jade, but at least in many details, ideas, provide a lot of valuable experience.This study exam

46、ines cultural values as reflected in U.S. and Chinese advertising appeals. The findings support most of the hypotheses, indicating that the portrayal of traditional Chinese cultural values remains relatively stable. However, subtle changes in cultural values and advertising strategies are visible. I

47、n particular, the youth / modernity appeal that reflects the westernization, as well as the modernization, trend in China seems as prominently displayed in Chinese commercials as in the U.S. commercials. Implications for standardization versus specialization advertising strategies are also explored.

48、 As transnational companies based in the United States continue to expand their markets globally, China, with its one billion plus population, has become a coveted market. Although these companies-represented by their respective U.S. agencies-have attempted to implement traditional Western-style adv

49、ertising in China, most have yet to make substantial headway into the Chinese consumer consciousness. According to Lohtia, Johnston, and Aab (1994), the relative newness of advertising as a social phenomenon in China has created great difficulties for measuring advertising or marketing success in Ch

50、ina. These difficulties stem, in large measure, from Westerners lack of understanding of how to market their products and services directly to consumers in an ancient Eastern culture such as China. As advertising is a cultural product in its own right, when the East meets the West without a conjoini

51、ng point, the marketing costs borne by advertisers could be unexpectedly exorbitant; such costs may come in the guise of missed opportunities or, worse yet, a battered product image. This argument lends support to proponents of the specialization approach in global advertising, even though the barri

52、ers to developing that specialized advertising approach may be many and difficult to anticipate (e.g., Donthu 1998; Hong, Muderrisoglu, and Zinkhan 1987; Tansey, Hyman, and Zinkhan 1990). This study visits the heart of the issue: the role of cultural values in U.S. and Chinese advertising. Specifica

53、lly, it investigates the types of cultural values conveyed in primetime television commercials in both countries. On the basis of the hypotheses, it anticipates the types of cultural values associated with each countrys commercials through a comparative analysis. Comparing Chinese and American Cultu

54、res Francis Hsu (1981), a Western-trained Chinese scholar, offers a comparative examination of Chinese and American cultures. He describes the U.S. way of life as individual-centeredness and as a variant of Western individualism, characterized by a greater emphasis on self-reliance, equality, resent

55、ment of class-based distinctions, and rejection of the past (Hsu 1981). Hsu (1981) describes the Chinese way of life as centered on a set of relationships defined by Confucian doctrine, including womens chastity, fidelity and virtue, benevolent fathers and filial sons, submission to authority, and a

56、ncestor worship. This characterization echoes those of many other scholars of East Asia (e.g., Gudykunst, Ting-Toomey, and Nishida 1996; Zhang et al. 1996). Identifying and locating the core values of a culture is particularly important for a comparative study of cultures. For example, many would ag

57、ree that individualism, freedom, and equality of opportunity are the core values in U.S. culture (e.g., Hsu 1981). Pan and colleagues (1994) note that traditional Chinese cultures are widely considered to be built on a value system crystallized in Confucianism and that these values materialize in so

58、cial practices, including rituals, rites, ceremonies, and cultural artifacts. Pan and colleagues (1994, p. 24) summarize the six major differences between the cultural systems of China and the United States as follows: 1. U.S. culture emphasizes active mastery in the person-nature relationship, wher

59、eas traditional Chinese culture emphasizes passive acceptance of fate by seeking harmony with nature; 2. U.S. culture tends to be concerned with external experiences and the world of things, whereas traditional Chinese culture emphasizes inner experiences of meaning and feeling, 3. U.S. culture is characterized by an open view of the world, emphasizing change and movement, whereas traditional Chinese culture is typified by a closed wor