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1、AnAnalysisofValueDifferencesbetweenChineseandAmericansonAdvertising1.IntroductionWiththerapiddevelopmentofthemodernsociety,advertisements,asanessentialpartofourdailylife,isgettingmoreandmorecreativeanddiversified.Weregardadsasessentialbecause,undoubtedly,advertisinggivesusefulinformationabout
2、whichproductstobuy.Butmodernadvertisingdoesmorethangivingnewsaboutproductsandservices.Today'sadvertisements,orads,trytogetconsumerstobuycertainbrands.Writersofadvertisementsaresoskillfulthattheycansometimespersuadeaconsumertowearacertainkindofclothing,eataspecialkindofcereal,orseeamovie.Consu
3、mersmightneverevenwantaproductiftheydidnotseeorhearadvertisementsforit.Forexample,youprobablydonotneedthenewestcheeseinthesupermarket,thereareprobablymanycheesebrandsonyourkitchenshelves.Youmaynothavespaceonashelfforanother.Butifyouseeadsaboutanewcheesethatisextra-tastyandhasafreeprizeinthebo
4、x,youmaywantit.Advertisingmustgetattention.Tobeeffective,itmustbeexciting,entertaining,orprovidesomepleasure.Thesecretofwritinggoodadvertisingcopyistoofferagoodideaaswellasaproduct.Theideaiswhattheadisreallyselling.Oneexampleisanadthatsayseatingakindofcheesewillmakeapersondowellinsports.Thatc
5、heesebrandmaysellbetterifconsumersthinkitoffersstrengthandenergy,yousee,thatistheinfluenceofadvertisements,while,althoughtheseadssharenumeroussimilaritiesandhavethesamepurposeforbenefits,differencesstillexistintheculturalexpressionsbetweenchinaandwesterncountrieslikeAmerica,forinstance.2.Anan
6、alysisoflanguagedifferenceWeknowthatasacarrierofculture,eachwordofalanguagestandsforacertainmeaning,withthetrendofglobalization,advertisinglanguageisfarbeyondadailycommunication.,atthesametime,adsarealsoconsideredaveryspecialperformanceofmodernculturespirit.Asagoodwayofreflectingthereality,ad
7、vertisinglanguageisthecomponentofculture.Advertisementsadjustpeople’sactivityorbringthesocietyeffectintoplay.Advertisementisamulti-languageartsconveyinginformationtopeopleandusinglanguageforthecarrier.Therefore,theadvertisinglanguageshouldbes
