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1、第 4 页The manifestation of culture in advertisement IntroductionAdvertisement is a kind of art that can stimulate peoples desire of buying. It is a main part in the strategy of corporate image, and a bridge that lines the markets of many countries in the world. So, when the consumers buy the foreign
2、products for their advertisements, they may accept the foreign culture more or less at the same time; On the contrary, it is unavoidable to use the foreign culture more or less while making international advertisement. Nowadays, in the face of varied, multifarious, ubiquitous and all-pervasive adver
3、tisement in the society, you may have realized your life style have already influenced by advertisement deeply, especially your behavior, dress style, diet and interests, etc. The advertisement has already become an indispensable part in modern life; even its great influence on peoples life and the
4、moral concept about the achievement. Why is there so enormous influence in the advertisement? The answer is: Culture! So through the analysis of manifestation of culture in current advertisement, and the influence of culture in advertisement, this article is to reflect the manifestation of culture i
5、n the advertisement. Analyzing the Manifestation of Culture in the Present Ads.2.1 Manifestation of culture between western and Chinese local products ads. The manners and customs are the collection of cultural traditions, the behavior tendency and the social prevailing custom, which are formed in t
6、he long history of a nation. They often have a big difference on the people of Chinese and western countries. Chinese nation think in the way of intuition thought, and western nation is logical thinking. The reflection of Chinese intuition thought is that Chinese nation has the overall standard idea
7、. 2.1.1 Manifestation of Chinese unanimous that is different from western culture in ad.It manifested in many aspects of Chinese peoples daily life, like Chinese name with surname in front and the given name behind. In the Chinese advertisement, the kind manifestation is also quite obvious.Everybody
8、 must have had deep impression on the television advertisement of “孔府家酒” with Wang Ji（the actress in the play” person from Beijing in New York”）, who was the spokeswomen for “孔府家酒”! The TV advertising starts with Liu Huans song: “Surely in, surely in, I certainly must return to my family; my family,
9、 my family, forever and ever will not be able to forget”. An airplane landed on the aircraft parking area, the decoy was coming to her families, then she drunk “孔府家酒”with her families while the script of ”家” appears on a scarlet paper, the decoy with deep emotion said: “ “孔府家酒”makes me miss my famil
10、y.” This is an example of television advertisement, which utilized the national culture emotion, the brand characteristic and the artistic image successfully. The unanimous of Chinese nation is the manifesting of overall standard idea. It affects most people with the unanimous idea. This is a typica
11、l Chinese advertisement, which wins work model using the national culture characteristic.Heimei television advertisement: a young man is doing physical exercise with his son, suddenly the mobile is ringing with a message: Heimei xylitol toothpaste, then the lovely child runs to his mother and says:
12、Buy the Heimei xylitol toothpaste. Mother says with smiles: I did, the family smiles with harmony happiness. “非常可乐”television advertisement is a collection of several different pictures, which lets the person be happy. “非常可乐”in the success of competition, in the friend gathering, in the family membe
13、rs reunion. “康师傅红烧牛肉面”, “今野拉面”are the successful advertisements which used the same way. The purposes of that all the people use the same products in the same atmosphere are irritate people join this atmosphere with same products. It makes an intense and lasting impulse in the consumer heart.2.1.2 S
14、exual appeal in western ad. and esthetic expression in ChineseThis kind of overall standard idea is actually rare in the western advertisement. The western nations have logical and analytic thinking. It causes them to pay great attention to the individual. The analytic thinking decomposes the object
15、 for each part performs to study. The result is that the partial and individual has highlighted at the important position. In western countries, the individualism and the philosophy of liberalism are general. The equality of the sexes, the individual character and the sexual liberation are the repre
16、sentative product of them. So there is big difference between western and China. The Chinese is extremely sensitive in the moral emotion and the sexual question. The traditional ideas of “Extremely evil is obscene” have influenced from generation to generation in China. In resent hundreds of years, many Chinese persons have cultured in sexual question, but culturing is not equal to the opening. The majority people in the public field always avoid
