Abstract

Culture can be reflected through many ways, while in the modern society, advertising is a good carrier. So in the analysis of the current automobile advertising, we can identify the differences of advertising orientation due to different cultures. The author also studies the localization of western automobile advertising in China to reflect the influence of regional culture differences on automobile international automobile sales. In this paper, the author analyzes the differences between Chinese and western culture in automobile advertising and calls people’s attention to the cultural phenomenon reflected in automobile advertising.

Keywords: automobile advertising; cultural differences; China and west

Contents

Abstract

摘要

1.Introduction-１

2.Literature Review-１

3.Differences between Chinese and Western Culture Orientation in Automobile Advertising-２

3.1. Individualism vs Collectivism-２

3.2. Power Orientation-２

3.3. Value Orientation-1

3.4.Rationality VS Sensibility-2

3.5.Masculism VS Feminism-3

3.6. Humor Orientation-4

4. Reasons for the Differences-5

4.1. Ideology and cultural background-5

4.2.Ways of thinking-6

5.The localization of Western Advertising in China-7

5.1. Advertising slogan-7

5.2.The selection of elements of advertising and advertising style-8

6.Conclusion-9

Works Cited-13