The Analysis Of Laguage Of Cosmetics Advertisements Between China And USA Based On The Cultural Values

Throughout the world,cosmetics have become an important consumer category beyond the basic necessities of life.As an optional consumer product,cosmetics are greatly influenced by brands,advertisements,experiences and other subjective factors when consumers buy cosmetics.Excellent advertisements will have a positive impact on consumers' purchasing behavior.The cultural values of advertising audiences with different cultural backgrounds are different,which affects the cognition of advertising audiences on advertising,as well as advertising communication and advertising effect.Through market investigation and analysis,we can understand the aesthetic and preferences of the target market advertising audience,and we can use the way that the target audience will be interested to creatively design advertising language,so as to cater to the culture of the target area,which is the most important thing for cosmetics advertising marketing.In reference,this study chooses cosmetics advertising language as the research object.First of all,this study randomly select 100 cosmetic advertising from China and American version of ELLE(1--12,2018)and uses Antcoc software respectively to establish Chinese ads slogans corpus and the United States ads slogans corpus,and makes a comparative analysis from text characteristic,discourse practice and social context three aspects to discuss the similarities and differences of cosmetics advertising language in Chinese ELLE and American ELLE.At the same time,based on Hofstede's Cultural Dimension theory,Kluckhohn and Strodbeck's Six Value Orients and Discourse Analysis,this paper discusses the cultural value factors which results in the differences of Chinese and American cosmetics advertising slogans,and provides suggestions for the creation of advertising slogans for Chinese and American cosmetics enterprises.The findings are as follows :(1)Chinese advertisements slogans tend to use simile,exaggeration and direct and monologue information transmission.In terms of advertising appeal ranking,the three most prominent advertising appeals in Chinese advertisement slogans are ‘practical',‘unique' and ‘modern',while the missing appeals include ‘decorative',‘cheap' and ‘family'.Compared with the American slogans,the Chinese slogans emphasize ‘youn',‘natural',‘community',‘status' and‘traditional'.In terms of advertising appeal ratio,the proportion of ‘traditional',‘young',‘community',‘practical' and ‘natural' in the Chinese slogans is higher than that in the American slogans.(2)American slogans seldom use Simile.And American slogans tend to use exaggeration,implicit and conversational information transmission.In terms of advertising appeal ranking,the three most prominent advertising appeals of American slogans are respectively ‘practical',‘unique' and‘modern',while ‘cheap',‘proud',‘family' and other appeals do not appear.Compared with the Chinese slogans,the American slogans placed more emphasis on‘sexy/showy',‘intelligent' and ‘healthy'.In terms of advertising appeal ratio,the percentage of ‘modern',‘mature',‘unique',‘sexy/showy' and ‘intelligent' appeals in the American slogans was relatively higher than that in the Chinese slogans.(3)We have found that there are differences between Chines slogans and American slogans in text characteristic,discourse practice and social context language features.The reason of above situation is that Chinese culture shows the harmony of nature and man,past time orientation,high power distance,collectivism,and high uncertainty avoiding long-term orientation,and American culture shows in the conquest of nature,future time orientation,low power distance,individualism and low uncertainty avoidance.According to the above conclusions,the author believes that cosmetics enterprises should design cosmetics advertising slogans from the following three aspects :(1)advertising slogans need to respect and cater to the cultural values of the target market audience;(2)advertising slogans need to excavate and convey the shared cultural values of human beings;(3)advertising slogans creation should follow the dynamic development of cultural values.This study makes a comparative analysis from text characteristic,discourse practice and social context three aspects to discuss the similarities and differences of cosmetics advertising language in Chinese ELLE and American ELLE.With the help of Hofstede's Cultural Dimension theory,Kluckhohn and Strodbeck's Six Value Orients and Discourse Analysis,this study explores the cultural value factors which result in the differences of Chinese and American cosmetics advertising slogans.Meanwhile,this study provides suggestions for the creation of advertising slogans for Chinese and American cosmetics enterprises.