文化视角中的中美广告对比分析
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摘要
随着全球政治、经济一体化的发展,国内外经济、文化交流的日益频繁,广告,作为一种特殊的文化载体,已经成为不同国家的人们进行文化传播与交流的重要工具。同时,广告也是文化的组成部分,它受文化影响,并反过来反映并影响着文化。中国文化与美国文化在价值观上存在着显著的差异,其主要原因之一是美国作为一个经济发达的国家代表的是西方的文化,而中国作为一个发展中的国家代表的是东方的文化。
广告是一种人际间的交际形式。企业的发展离不开广告,广告是企业与顾客的特殊的交际形式。要想使企业在全球化的市场中立于不败之地,广告是必不可少的。事实上,广告已渗透到我们生活的方方面面并影响着我们的消费和生活观念。要想更好地生存或获取更大的经济利益,企业必须对广告投入认真的思考与行动,因为广告既是一种经济发展的产物,又是一种文化的产物。中美广告既有相似之处又有很多差异。这些差异归根到底源于中美文化差异。由于文化的特殊性,不同文化中的广告也各自具有本民族文化的特点。所以,广告撰稿人应注意在创作广告时考虑到文化因素,才能做到有的放矢。若忽视潜在消费者的文化背景,就达不到广告的效果,从而在一定程度上影响产品的销售。因此,本文旨在从文化的视角对中美两国广告进行研究和比较,并找出其各自反映的文化价值。
本文首先综述了国内外学界关于广告研究的成果,继而总结了国际广告理论策略,为之后的广告样本分析提供了理论依据。文章重点部分首先比较了中美两国在文化的差异以及两国广告与文化之间所产生的相互影响。接下来本文通过问卷调查(对象包括中美两国消费者)的形式更加直观地得出了中美两国文化价值观的异同点,与之前的理论分析相呼应,并以两种文化中具体的商品广告为样本,进一步分析了中美文化对其各自广告所产生的影响。
本文以期为中国企业家及广告撰稿人提供一定的参考和实用价值,为其产品成功站稳国内市场并打入国际市场提供一些有益的启示及帮助。
With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertising has become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture and influenced by culture. A sharp contrast does exist in culture values between China and America. One of the major reasons which result in such differences is that the United States is an advanced economy and the representative of western culture while China is a developing country and typically represents eastern culture.
In nowadays economic environment, the development of enterprises all over the world can not be separated from advertising, because advertising is a special communicating form that connects enterprise and customers. If want to be successful in the globalized market or to operate well and obtain bigger benefits, enterprises of both large and small should pay much more attention to advertising.
Advertising is not only a product of economy, but also of culture. Because of cultural peculiarity, the advertisings in different cultures are characterized by their own cultural features. As a form of communication, advertising inevitably involve culture values which belong to certain culture. There are differences as well as similarities between Chinese and American advertisings, which drive from their respective culture. It should be noticed that successful advertisings of the two cultures both take target market's cultural features into account. Therefore, to create an effective advertising, it is necessary to analyze the cultural background and factors of target market and customers otherwise it will fail to publicize.
The paper firstly sums up the outcomes of national and international academic study on advertising; then gives the general strategies of international advertising which pave the theoretical way for the subsequent study. The paper places emphasis on the third and fourth chapters. The former compares different culture values between Chinese and American above all, and then finds out the interaction between culture and advertising. The latter shows more directly the different and similar values between two cultures based on a questionnaire which involves Chinese and American consumers. The findings of the survey echo with the former theoretical analysis. The paper then takes two cultures' commercial consumer advertising as samples to further analyze cultural influence upon advertising.
The paper attempts to give some implications and suggestions to the Chinese enterprises and advertising practitioners for the purpose of successfully occupying national market and entering international market.
广告是一种人际间的交际形式。企业的发展离不开广告,广告是企业与顾客的特殊的交际形式。要想使企业在全球化的市场中立于不败之地,广告是必不可少的。事实上,广告已渗透到我们生活的方方面面并影响着我们的消费和生活观念。要想更好地生存或获取更大的经济利益,企业必须对广告投入认真的思考与行动,因为广告既是一种经济发展的产物,又是一种文化的产物。中美广告既有相似之处又有很多差异。这些差异归根到底源于中美文化差异。由于文化的特殊性,不同文化中的广告也各自具有本民族文化的特点。所以,广告撰稿人应注意在创作广告时考虑到文化因素,才能做到有的放矢。若忽视潜在消费者的文化背景,就达不到广告的效果,从而在一定程度上影响产品的销售。因此,本文旨在从文化的视角对中美两国广告进行研究和比较,并找出其各自反映的文化价值。
本文首先综述了国内外学界关于广告研究的成果,继而总结了国际广告理论策略,为之后的广告样本分析提供了理论依据。文章重点部分首先比较了中美两国在文化的差异以及两国广告与文化之间所产生的相互影响。接下来本文通过问卷调查(对象包括中美两国消费者)的形式更加直观地得出了中美两国文化价值观的异同点,与之前的理论分析相呼应,并以两种文化中具体的商品广告为样本,进一步分析了中美文化对其各自广告所产生的影响。
本文以期为中国企业家及广告撰稿人提供一定的参考和实用价值,为其产品成功站稳国内市场并打入国际市场提供一些有益的启示及帮助。
With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertising has become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture and influenced by culture. A sharp contrast does exist in culture values between China and America. One of the major reasons which result in such differences is that the United States is an advanced economy and the representative of western culture while China is a developing country and typically represents eastern culture.
In nowadays economic environment, the development of enterprises all over the world can not be separated from advertising, because advertising is a special communicating form that connects enterprise and customers. If want to be successful in the globalized market or to operate well and obtain bigger benefits, enterprises of both large and small should pay much more attention to advertising.
Advertising is not only a product of economy, but also of culture. Because of cultural peculiarity, the advertisings in different cultures are characterized by their own cultural features. As a form of communication, advertising inevitably involve culture values which belong to certain culture. There are differences as well as similarities between Chinese and American advertisings, which drive from their respective culture. It should be noticed that successful advertisings of the two cultures both take target market's cultural features into account. Therefore, to create an effective advertising, it is necessary to analyze the cultural background and factors of target market and customers otherwise it will fail to publicize.
The paper firstly sums up the outcomes of national and international academic study on advertising; then gives the general strategies of international advertising which pave the theoretical way for the subsequent study. The paper places emphasis on the third and fourth chapters. The former compares different culture values between Chinese and American above all, and then finds out the interaction between culture and advertising. The latter shows more directly the different and similar values between two cultures based on a questionnaire which involves Chinese and American consumers. The findings of the survey echo with the former theoretical analysis. The paper then takes two cultures' commercial consumer advertising as samples to further analyze cultural influence upon advertising.
The paper attempts to give some implications and suggestions to the Chinese enterprises and advertising practitioners for the purpose of successfully occupying national market and entering international market.
引文
[1]Abraham Maslow. Motivation and personality. [M]. SanFrancisco: Harper & Row. 1954
[2]A. L Samovar, E. R. Porter & A. L Stefani. Communication Between Cultures. [M]. Foreign Language Teaching and Research Press. 2000.
[3]Bergsma, Lily Chu. A Cross-cultural Study of Conformity in Americans and Chines . [M]. San Francisco. California: R and E Research Associates, 1977.
[4]Carley H. Dodd. Dynamics of International Communication [M]. New York: Brown. 1995.
[5]Cheng Hong. Toward An Understanding of Cultural Values Manifest in Advertising: A Content Analysis of Chinese Television Commercials in 1990 and 1995.[M]. Journalism and Mass Communication Quarterly, 1997.
[6]Cheng Hong. "Holding up half of the sky?" -A sociocultural comparison of gender-role portrayals in Chinese and US advertising. International Journal of Advertising, 1997.
[7]Claire Kramsch. Language and Culture [M]. Shanghai: Shanghai Foreign Language Education Press, 2000.
[8]De Mooij, et al., Advertising Worldwide [M]. Hertfordshire, UK: Prentice Hall International Ltd, 1991.
[9]D. M Peebles. "Executive insights don't write off global advertising: a commentary", International Marketing Review, [J]. Vol. 6, No. 1,1988, pp73-78.
[10]Don E. Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn: Integrated Marketing Communications, [M]. NTC Business Books, 1993.
[11]Dyer Gillian. Advertising as Communication. [M] London: Methuen & Co. 1982.
[12]E.Adamson Hoebel, The Law of Primitive Man, [M]Cambridge, Mass., 1954.
[13]Edward B. Taylor. The Primitive Culture [M]. London: John Murry. 1871.
[14]Edward C. Steward. American Cultural Patterns: a Cross Cultural Perspective. [M]. Pittsburgh: Intercultural Communication Network. 1972
[15]E. Sapir. Language [M]. New York: Harcourt Brace. 1927
[16]Gary P. Ferraro. The Cultural Dimension of International Business. [M]. New Jersey :Prenticehall, 1994.
[17]G.L.Link, Global Advertising: an update, [J] The Journal of Consumer Marketing, Vol. 5 No. 2,1988, pp.69-74
[18]G. N. Leech. English in Advertising: A Linguistic Study of Advertising [M]. Prentice-Hall, Inc, 1995.
[19]Hite and Fraser. "Configuration and coordination of global advertising", Journal of Business Research, [J]. Vol.21,1990.
[20]Hsu, L.K.Francis. Americans and Chinese: Passage to Differences. [M] Honolulu, HI: University Press of Hawaii, 1948.
[21]J.J. Boddewyn, et al. Standardization in international marketing: Is Ted Levitt in fact right? [J]. Business Horizon, Vol. 29, No.6, 1986, pp69-75.
[22]Keiko Tanaka. Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan [M]. London:Routledge, 1999.
[23]K.T.Firth,and D.Wesson.A Comparison of Cultural Values in British and American Print Advertising:A study of Magazines.[J].Journalism Quarterly,68.Jan/Feb.,1991,pp216-223.
[24]K.S.Latourette,The Chinese,Their History and Culture,[J].Vol.2 New York:McMillan,1943,p.213.
[25]Larry A.Samovor & Richard E.Porter,Communication Between Cultures.[M].北京:北京大学出版社,2000.
[26]Lynn.R.Kahle.Social Values and Social Change:Adaptations to Life in America.[M].New York:Praeger,1983.
[27]M L Geis.The Language of Television Advertising.[M].New York:Academic Press,1982.
[28]Pan,Zhondang,Steven H.Chaffee,Godwin C.Chu,and Yanan Ju.See Ourselves:Comparing Traditional Chinese and American Cultural Values.[M].Boulder,CO:Westview Press,1994.
[29]Paul A.Herbig.Handbook of Cross-Cultural Marketing.[M]London:The International Business Press,1998.
[30]Philip Kotler,Cary Armstrong.Principles of marketing.[M].北京:清华大学出版社,1997
[31]R.D.Buzzell,Can You Standardize Multinational Marketing?[J].Harvard Business Review 46(6)1994,pp102-113.
[32]Ruth Benedict,Patterns of Culture.[M].London:Routledge,1935
[33]Sak Onkvist,International Marketing:Analysis and Strategy,[M]New Jersey,1997.
[34]T.Levitt,Globalization of Markets,[J].Harvard Business Review,Vol.61 No.3,1983,pp.92-102.
[35]T.Vestergaard.& K.Schrode.The language of advertising[M].Oxford:Blackwell.1985
[36]Vance Packard.The Hidden Persuaders.[M].New York:Pocket Books.1970.
[37]William B.Gudykunst.,Stella Ting-Toomey,& Tsukasa Nishida.Communication in Personal Relationships Across Cultures.Thousand Oaks,[M].CA:Sage Publications,1996.
[38]白光,中外早期广告珍藏与评析,[M].北京:中国广播电视出版社,2003。
[39]白光,中外最具诱惑力的广告短语集成,[M].北京:中国广播电视出版社,2003。
[40]陈培爱,中外广告史——站在当代视角的全面回顾。[M].北京:中国物价出版社,2002.
[41]程瑜蓉,广告英语导航,[M].合肥:中国科学技术大学出版社,2003。
[42]董立津,广告专业英语,[M].长沙:中南大学出版社,2003。
[43]黄国文,语篇分析的理论与实践—广告语篇研究,[M].上海:上海外语教育出版社,2001。
[44]黄升民,黄京华,王冰,广告调查—广告战略的实证基础,[M].北京:中国物价出版社,2002。
[45]李亚男,中华民族文化特征在广告传播中的运用,[J].河北大学学报,1996,p34-36。
[46]卢泰宏,跨国公司行销中国。[M].贵州:贵州人民出版社,2000。
[47]钱瑗,A Comparison of some cohesive Devices English and Chinese,[J].《外国语》第1期,上海:上海外语教育出版社,1983,p12-25。
[48]宋玉书,王纯菲,广告文化学——广告与社会互动的文化阐释,[M].长沙:中南大学出版社,2004。
[49]孙晓丽,广告英语与实例,[M].北京:中国广播电视出版社,1995。
[50]吴满意,广告文化[M].北京:中国经济出版社,1995。
[51]杨明刚,李凤媛,可口可乐在中国的营销策略,[J].《中国广告》,2001年第4期,P92-96。
[52]杨自俭,李瑞华,英汉对比研究论文集,[M].上海:上海外语教育出版社,1990。
[53]尧晓华,可口可乐,本地化策略走过2001,[J].《广告导报》,2002年第2期P36-38。
[54]张晓莉,可口可乐“中国功夫”见长,[J].《国际广告》,2001年第4期,P18-19。
[55]赵静,广告英语,[M].北京:外语教学与研究出版社,1992。
[56]钟以谦,媒体与广告,[M].北京:中国人民大学出版社,2001。
[2]A. L Samovar, E. R. Porter & A. L Stefani. Communication Between Cultures. [M]. Foreign Language Teaching and Research Press. 2000.
[3]Bergsma, Lily Chu. A Cross-cultural Study of Conformity in Americans and Chines . [M]. San Francisco. California: R and E Research Associates, 1977.
[4]Carley H. Dodd. Dynamics of International Communication [M]. New York: Brown. 1995.
[5]Cheng Hong. Toward An Understanding of Cultural Values Manifest in Advertising: A Content Analysis of Chinese Television Commercials in 1990 and 1995.[M]. Journalism and Mass Communication Quarterly, 1997.
[6]Cheng Hong. "Holding up half of the sky?" -A sociocultural comparison of gender-role portrayals in Chinese and US advertising. International Journal of Advertising, 1997.
[7]Claire Kramsch. Language and Culture [M]. Shanghai: Shanghai Foreign Language Education Press, 2000.
[8]De Mooij, et al., Advertising Worldwide [M]. Hertfordshire, UK: Prentice Hall International Ltd, 1991.
[9]D. M Peebles. "Executive insights don't write off global advertising: a commentary", International Marketing Review, [J]. Vol. 6, No. 1,1988, pp73-78.
[10]Don E. Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn: Integrated Marketing Communications, [M]. NTC Business Books, 1993.
[11]Dyer Gillian. Advertising as Communication. [M] London: Methuen & Co. 1982.
[12]E.Adamson Hoebel, The Law of Primitive Man, [M]Cambridge, Mass., 1954.
[13]Edward B. Taylor. The Primitive Culture [M]. London: John Murry. 1871.
[14]Edward C. Steward. American Cultural Patterns: a Cross Cultural Perspective. [M]. Pittsburgh: Intercultural Communication Network. 1972
[15]E. Sapir. Language [M]. New York: Harcourt Brace. 1927
[16]Gary P. Ferraro. The Cultural Dimension of International Business. [M]. New Jersey :Prenticehall, 1994.
[17]G.L.Link, Global Advertising: an update, [J] The Journal of Consumer Marketing, Vol. 5 No. 2,1988, pp.69-74
[18]G. N. Leech. English in Advertising: A Linguistic Study of Advertising [M]. Prentice-Hall, Inc, 1995.
[19]Hite and Fraser. "Configuration and coordination of global advertising", Journal of Business Research, [J]. Vol.21,1990.
[20]Hsu, L.K.Francis. Americans and Chinese: Passage to Differences. [M] Honolulu, HI: University Press of Hawaii, 1948.
[21]J.J. Boddewyn, et al. Standardization in international marketing: Is Ted Levitt in fact right? [J]. Business Horizon, Vol. 29, No.6, 1986, pp69-75.
[22]Keiko Tanaka. Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan [M]. London:Routledge, 1999.
[23]K.T.Firth,and D.Wesson.A Comparison of Cultural Values in British and American Print Advertising:A study of Magazines.[J].Journalism Quarterly,68.Jan/Feb.,1991,pp216-223.
[24]K.S.Latourette,The Chinese,Their History and Culture,[J].Vol.2 New York:McMillan,1943,p.213.
[25]Larry A.Samovor & Richard E.Porter,Communication Between Cultures.[M].北京:北京大学出版社,2000.
[26]Lynn.R.Kahle.Social Values and Social Change:Adaptations to Life in America.[M].New York:Praeger,1983.
[27]M L Geis.The Language of Television Advertising.[M].New York:Academic Press,1982.
[28]Pan,Zhondang,Steven H.Chaffee,Godwin C.Chu,and Yanan Ju.See Ourselves:Comparing Traditional Chinese and American Cultural Values.[M].Boulder,CO:Westview Press,1994.
[29]Paul A.Herbig.Handbook of Cross-Cultural Marketing.[M]London:The International Business Press,1998.
[30]Philip Kotler,Cary Armstrong.Principles of marketing.[M].北京:清华大学出版社,1997
[31]R.D.Buzzell,Can You Standardize Multinational Marketing?[J].Harvard Business Review 46(6)1994,pp102-113.
[32]Ruth Benedict,Patterns of Culture.[M].London:Routledge,1935
[33]Sak Onkvist,International Marketing:Analysis and Strategy,[M]New Jersey,1997.
[34]T.Levitt,Globalization of Markets,[J].Harvard Business Review,Vol.61 No.3,1983,pp.92-102.
[35]T.Vestergaard.& K.Schrode.The language of advertising[M].Oxford:Blackwell.1985
[36]Vance Packard.The Hidden Persuaders.[M].New York:Pocket Books.1970.
[37]William B.Gudykunst.,Stella Ting-Toomey,& Tsukasa Nishida.Communication in Personal Relationships Across Cultures.Thousand Oaks,[M].CA:Sage Publications,1996.
[38]白光,中外早期广告珍藏与评析,[M].北京:中国广播电视出版社,2003。
[39]白光,中外最具诱惑力的广告短语集成,[M].北京:中国广播电视出版社,2003。
[40]陈培爱,中外广告史——站在当代视角的全面回顾。[M].北京:中国物价出版社,2002.
[41]程瑜蓉,广告英语导航,[M].合肥:中国科学技术大学出版社,2003。
[42]董立津,广告专业英语,[M].长沙:中南大学出版社,2003。
[43]黄国文,语篇分析的理论与实践—广告语篇研究,[M].上海:上海外语教育出版社,2001。
[44]黄升民,黄京华,王冰,广告调查—广告战略的实证基础,[M].北京:中国物价出版社,2002。
[45]李亚男,中华民族文化特征在广告传播中的运用,[J].河北大学学报,1996,p34-36。
[46]卢泰宏,跨国公司行销中国。[M].贵州:贵州人民出版社,2000。
[47]钱瑗,A Comparison of some cohesive Devices English and Chinese,[J].《外国语》第1期,上海:上海外语教育出版社,1983,p12-25。
[48]宋玉书,王纯菲,广告文化学——广告与社会互动的文化阐释,[M].长沙:中南大学出版社,2004。
[49]孙晓丽,广告英语与实例,[M].北京:中国广播电视出版社,1995。
[50]吴满意,广告文化[M].北京:中国经济出版社,1995。
[51]杨明刚,李凤媛,可口可乐在中国的营销策略,[J].《中国广告》,2001年第4期,P92-96。
[52]杨自俭,李瑞华,英汉对比研究论文集,[M].上海:上海外语教育出版社,1990。
[53]尧晓华,可口可乐,本地化策略走过2001,[J].《广告导报》,2002年第2期P36-38。
[54]张晓莉,可口可乐“中国功夫”见长,[J].《国际广告》,2001年第4期,P18-19。
[55]赵静,广告英语,[M].北京:外语教学与研究出版社,1992。
[56]钟以谦,媒体与广告,[M].北京:中国人民大学出版社,2001。