A Comparative Study Of China And Western Contemporary Advertising Works

From our country reform and opening, China advertising industry experienced a probing, forming and rapid developing period. During these three steps, China advertising industry shows an exciting developing trend, and some weak points as well. After 1980, western advertising that has hundreds of year's history entered a new century and displays some characteristics different from before.This thesis studies China and western advertising developing history from 1980's to now, and conclude that there exist some difference between them, mainly in the following aspects: value concept, appealing point, expressing technique and works style. Meanwhile, there also exist similarity in their copy. Above this, this thesis analyze the reason causing these difference and similarity. It's found out that objective reasons include the advertising develop step, the situation of market, people's living level, country policy and the subjective points are public cultural level, traditional culture and national personality.Finally, it suggests future China advertising works inherit the national advantages, absorb the international works' benefits and be simple, impacting.