The Difference between Chinese and Western Moral Concept in Advertisement

Pan Jie

【Abstract】Cross-cultural advertising is a advertising communication between different cultural boundaries， especially in the international field of intercultural advertising communication. There is a crucial problem in cross-culture advertisement， that is moral difference. For this reason， it is significant to understand the differences between Chinese and Western moral concept in advertisement during advertisement promotion.

【Key words】advertising English; different morality

【摘要】跨文化广告是一种不同文化间的广告传播，特别是在跨文化广告传播的国际领域。跨文化广告所面临的关键问题就是文化差异，这种差异主要体现在道德观念方面。所以，了解中西道德观念的差异，对广告宣传有着重要的意义。

【关键词】广告英语 中西方道德观念的差异

As a kind of practical language， the advertising language has different expressions under different cultural background， which are mainly embodied on and moral concept. Meanwhile， to understand the differences between the advertising languages，such as English and Chinese advertising languages， will help us understand differences in moral concept between China and Western countries. To some degree， this paper tends to demonstrate the different moral concepts between Chinese and Western cultures by analyzing the English and Chinese advertising languages on cultural and moral concepts.

There are many different moral concepts between Chinese and Western culture. The different moral concepts between Chinese and western culture in ad mainly embodied in authority worship and data demonstration.

Luo Chunyan said： “There is a strong authority worship idea in traditional Chinese culture. Chinese famous-brand products mostly focus on prestige and fame， stress power and influence， many ads included series of certificate and honor of this product.”（Luo 2004）. For example， “华凌，中国驰名商标。华凌电器，专业制冷十八年！” This ad reflects the fact that manufactures are proud of their long and excellent professional experience in refrigeration. Hao Qinhai said： “compared with Chinese advertising， there is no such expression in English advertising.”（Hao 2000） English advertising tend to provide some reliable data about research and development of products for consumers， which made them convinced. Such as： “Compare the weight of this calculator with the weight of a credit card. The credit card maybe heavier than the calculator's 1/2 ounce. See how easily it fits inside a billfold. That is because its dimensions are 3 1/4 by 2 1/4 by 1/16 inches-about the size of a playing card.” Similarities between these ads is that they all contain data， such as 1/2， 1/16 etc. They believe that the data is the authority which is the scientific evidence of ad.

So far， we have analyzed the Western and Chinese advertising languages from moral concepts. We can see the differences between Chinese and Western culture in moral concepts. With the development of economic and the increasing of foreign trade， cross-culture advertisements play more and more significant role in overseas market and world market. We have to learn the differences between Chinese and Western advertising language， because it enables people to experience the essence of those two different cultures， helps people make a better understanding about advertising language， stimulates consuming， promotes the success of advertising， as well as expects the advertising designers to create the suitable advertisements and develop the market activities， according to customs of different cultures.

References：

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