A Comparative Study Of The Chinese And American Cultural Influences On Their Respective Advertising Discourses

With the development of advanced media technology, the world seems to become smaller and closer. With China's entry into WTO, increasing globalization of the economy has turned the world into one large marketplace. With the increasing globalization and the integration of Chinese and Western cultures, from the viewpoint of culture and the perspective of interpersonal meaning, the paper analyses the advertisings and explores the differences as well as the similarities between the Chinese and American advertisings. That will produce an important and far-reaching significance to the internationalization of advertising. On the basis of that idea, the paper, from the perspective of interpersonal meaning, attempts to analyze advertising with the hope to give some implications to the copywriters. Advertising is a kind of communication between the enterprise/the identified sponsor/the copywriter and the customer. The development of the enterprise can not be separated from advertising, namely the special communication form between the enterprise and the customer. Success for the enterprises of large and small in this globalized marketing environment requires indispensably advertising. Actually, advertising has permeated every sphere of our lives and affected our viewpoint of consuming and life-style. But those advertisings that only aim at domestic market can not work efficiently. To operate well or obtain bigger benefits, the enterprise should employ cross-cultural advertising or cross-cultural communication which is a more effective way. However, advertising is not only a product of economy, but also a product of culture. There are the differences as well as the similarities between the Chinese and American advertisings. These differences derive from their respective cultures. Because of cultural and language peculiarity, the advertisings in different cultures are characterized by their own cultural features. For that reason, the copywriters should take into account cultural factors otherwise fail to publicize. To create the effective cross-cultural advertisings, it is necessary to analyze the advertising discourses of the target nation from the cultural perspective. There are many patterns for discourse analysis. This paper mainly takes Hallidayan interpersonal meaning as analysis pattern. With interpersonal meaning as theoretical framework...