Eastern And Western Cultures In The Convection Phenomenon In Contemporary Advertising Communication Research

The Convection of Culture means the phenomenon that continuously increasing communication of different culture along with the economic "globalization". And because of the heterogeneity and commonness of difference of different races, nations and regions, this kind of communication represents a character that stands opposite to blends again at the same time, becomes a interactive communicating mode of mutual clearing up, mutual infiltrating and mutual promoting.Since the later half of 20's century, along with the development of the human productivity, especially modern information technology expands the range of global business largely. The trend of "Globalization" is becoming obvious gradually. Also the interaction of economy and culture across districts is becoming more and more frequently. The integration of economy will push forward the exchange and amalgamation of different culture. At the same time, because of the heterogeneity and rejection of different cultures, the across culture communication in the Communication of Contemporary Advertising is becoming more and more important.This paper will begin with definition the concept of the "Convection of Culture", emphasis the expressing and interacting of western and eastern typical culture in contemporary advertising communications. Use the knowledge of marketing, across culture communication, science of culture, signs and psychics etc, and sum-up from lots of actual advertising case examples. Analyze from the points of "the convection of value conception in collectivism- individualism ", " the convection of the traditional - postmodern culture signs", " the convection of the traditional morals, emotions, literature- modern trends of thought, principles, literature forms", especially take some successful and failed examples such as McDonald's, Nike, Coke-Cola, Toyota and Haier etc to demonstrate the Convection of Eastern and Western Culture in the Communication of Contemporary Advertising.China has been a member of WTO, for enterprises and advertising companies in China, they must learn to research and use the convection of eastern and western culture. The main counter plans are: (a) In signs expressing way, in accordance with the information- receiver's signs reception systems (b) In thought method way, to close the way of the information- receiver's thinking, to create familiar text which the receiver can accept easily, (c) In psychological way, to inform advertising information the receivers can mentally agreeing with; (d) In the background of advertising information, to be close in time, space especially benefits with the receiver's.