ABSTRACT
The main object of this paper is cross-cultural differences between Chinese and western advertisements of drinks. This thesis is done mainly from three aspects. First from the aspect of value, this paper explores differences of Chinese and western ads of drinks under different values. Then, it studies advertising languages of ads of drinks to realize linguistic features of Chinese and western ads of drinks and to make a further understanding of their differences. Finally, it discusses creative strategies to conclude cross-cultural differences between Chinese and western ads of drinks. Through this research, this paper delves into the guiding ideology, content and form of expression of Chinese and western ads to deal with pressure of competition caused by economic globalization and cross-cultural communication.
Key words：Chinese beverage advertisement; western beverage advertisement; cross-cultural communication
Contents
1．Introduction 1
2. The difference of value reflected in Chinese and western advertising 2
2.1 Group vs. Individualism Orientation 2
2.2 Being vs Doing 5
3. Advertising Language 7
3.1 The difference of advertising language 7 3.2 Comparison of words’ cultural implication 9
4. Advertising Strategy 12
4.1 Intuition vs. logical thinking 12
4.2 Advertisement appeal 14
5．Conclusion 16
Acknowledgements 17
References 18
