Abstract Advertising is a culture carrier. So in the analysis of the current automobile advertising, we can identify the differences of advertising orientation from inpidualism vs. collectivism, power orientation, value orientation, rationality vs. sensibility, masculism vs. feminism and humor orientation. Then the author discusses reasons for the differences in aspects of ideology, cultural background and ways of thinking. It 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.54640

Keywords: automobile advertising; cultural differences; China and west

摘要广告是文化的载体，本文通过对当前中西方汽车广告的分析研究，从个人主义与集体主义的对比，权力取向，价值观取向，理性主义与感性主义的对比，男性主义与女性主义的对比以及幽默取向六个角度认识中西方文化取向的差异。接着对导致这些文化差异的原因进行了分析，探讨了中西方国家的意识形态，文化背景以及思维方式。最后描述了西方的汽车广告在中国的本土化，目的在于说明地区的文化差异在汽车跨国销售上的影响，让人们通过汽车广告意识到反映在广告中的文化现象,。

毕业论文关键词: 汽车广告；文化差异；中西方

Contents

1. Introduction 1

2. Literature Review 1

3. Differences Between Chinese and Western Culture Orientation in Automobile Advertising 1

3.1 Inpidualism vs. Collectivism 1

3.2 Power Orientation 2

3.3 Value Orientation 3

3.4 Rationality vs. Sensibility 4

3.5 Musculism vs. Feminism 5

3.6 Humor Orientation 6

4. Reasons for the Differences 6

4.1 Ideology and Cultural Background 6

4.2 Ways of Thinking 7

5. The Localization of Western Advertising in China 8

5.1 Advertising Slogan 9

5.2 The selection of Elements of Advertising and Advertising Style 9

5.3 Core advertising Appeals 10

6. Conclusion 11

Works Cited 12

1. Introduction

     Advertisements often use a large number of symbols and images to propagate enterprises their brands to the public. With the rapid economic development, the market of automobile consumption is growing steadily. The auto advertising is the most direct way to persuade target customers and the public, so various car advertisements frequently appear in all kinds of media. However, the advertising, a form of communication, is the key mechanism to present the tangible and intangible cultural values. To some extent, it represents cultural characteristics during the specific period. The core cultural values in each society stimulate the consumers’ motivation, shape the lifestyle of consumers and affect their decision-making of consumption through the advertisements. Due to different cultural backgrounds, advertising may put different emphasis on contents. Through these auto advertisements, we can sum up the differences in cultural orientation and values reflected behind those advertisements.