Cross-Culture Study of Household Appliances Advertising Language.

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Presentation transcript:

Cross-Culture Study of Household Appliances Advertising Language

Western Advertisement

Chinese Advertisement

Differences Between Ads Western mobile phone commercial ads focuses on: individual needs,creativity,high-tech functions Chinese mobile phone commercial ads focuses on: lower price and high value,celebrity effect

Introduction of modern advertising Advertisements as an essential part of our daily life is getting more and more creative and diversified

Analysis of Language Differences Advertising is a carrier of culture, each word of a language stands for a certain meaning with the trend of globalization, advertising language is far beyond a daily communication

Analysis of Value Differences Chinese style: “ Serving the Chinese important festivals or cultures ” “ Coco Cola brings it back home.” Western style: “ After many experiments we get a result… ” “ Go and get it at once !” “ Buy it now !” “ Take action right now !” “ Call Now !”

Cultural similarities Advertising language is a product of social culture consistent with common cognitive psychology

Cultural differences Every nation form its own systems philosophy in the long development process the differences will be reflected in the Chinese and English home appliances advertising languages

Cultural Impact And Communication International cross—cultural business activities become increasingly frequent Chinese or English advertisement is to be a platform of cultural impact and exchange

Chinese local style More and more foreign products contain Chinese culture in its publicity concept Chinese translation of brands use Chinese commendatory words PHILIPS( 飞利浦 ) SIEMENS （西门子）

Conclusion Thank you!