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!