cross-culture study of household appliances advertising language
TRANSCRIPT
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Cross-Culture Study of Household Appliances
Advertising Language
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Western Advertisement
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Chinese Advertisement
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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
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Introduction of modern advertising
Advertisements as an essential part of our daily life is getting more and more creative and diversified
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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
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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!”
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Cultural similarities
Advertising language is a product of social culture
consistent with common cognitive psychology
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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
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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
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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)
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ConclusionThank you!