A Comparative Study Of Cultural Values Between Chinese And American Advertising Slogans

Advertising language is a comprehensive reflection of a people in such aspects as values, tradition, and religious beliefs. Through various media, such as television, radio, magazines, newspapers, and billboards, advertising sells values and concepts, and has shaped mass behavior. A slogan is a memorable sentence or a phrase used in political, commercial, religious, and other contexts as a repetitive expression of an idea or purpose. Advertising slogans are proved to be the most effective advertising language style which drawing attention to one or more aspects of products. Typically they make claims about being the best quality, the tastiest, cheapest, most nutritious, providing an important benefit or solution, or being most suitable for the potential customer.According to Gelb's research, relative frequency of advertising appeals is correlated either positively or negatively with a country's scores on Hofstede's four value dimensions. Advertising appeals make the product attractive to the consumer, and are hence emphasized in advertising for the product. However, they do not necessarily represent product attributes, nor do they have to be realistically connected to the product at all. De facto they are often used to set a desired atmosphere or as a means to connect with the target group. As such, they are built into the advertisements and designed to represent the supposed values of the desired target group. Clearly, not everybody will have the same values, and the appeals that are used do not necessarily actually appeal to all consumers, even within the target group. However, they are usually chosen to represent values thought to be held by the target group as a whole. Through contrast analysis of advertising appeals reflected in well-known Chinese and American slogans, cultural value differences are exemplified. Chinese advertising slogans reflect a relatively collective, high uncertain avoidant, high power distant and masculine culture. Whereas, the American advertising slogans are much more about a culture of high individualism, low uncertainty avoidance, low power distance and relatively low masculinity. There are differences and similarities of cultural values reflected in Chinese and American advertising slogans. These differences have deep cultural roots and background. Successful advertisements are mirrors of particular cultural values and beliefs. On the other hand cultural values and beliefs produce great influences on the advertising industry. No matter domestic ads intend to go internationalized or internationalized ads try to become localized, cultural differences are one of the crucial elements to be considered.