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
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
