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)
ConclusionThank you!