【正文】 11 A. Cultural Innovation …...................……………………………………………11 B. Overing Fixed Modes of Thinking…………………………………..…12 C. Rational Consideration of the National Culture and Foreign Cultures………12Conclusion……………………………………………………………………………13Acknowledgements…………………………………………………………………14Bibliography…………………………………………………………………………15攀枝花學(xué)院本科畢業(yè)論文 AbstractIAbstractAdvertising is the cultural phenomenon that includes social forms and it is a picture of social progress. Advertising gives the audience visual appreciation so that it also influences people’s way of thinking or controls their behavior. Advertising transmission is expanding the result of civilization and changing the cultural structure among different nations. As a form of cultural transmission, advertising brings important influence on cultural infiltration. This thesis mainly focuses on the differences between Chinese and American culture from original advertisements. There are three major differences. Firstly, Chinese and American languages are parts of these two kinds of cultures, and they brings great influence on advertisement. Secondly, social customs of the two countries should not be underestimated. Thirdly, the individual values of the two peoples also affect the success of advertising. They are called “potential trap” in advertising transmission across culture. Then many ways will be discussed to harmonize and develop the advertising across cultural transmission.Key WordsOriginal advertisement。廣告?zhèn)鞑U(kuò)大了人類文明的成果，改變著民族間原本的文化構(gòu)架。關(guān)鍵詞原創(chuàng)廣告，文化傳播，文化差異攀枝花學(xué)院本科畢業(yè)論文 Introduction 1Introduction In the trend of economic globalization, cultural exchanges between countries are more frequent. Advertising is an important carrier of cultural transmission. It spreads not only in one nation but also out of the nation and it enters economic and cultural environment. To the economy, as one way of spreading information, advertising would introduce the product’s information, link up the need and output, guide the customers to purchase the products, speed up the mercial circulation and improve the corporation’s petitiveness in the market. To the culture, advertising is also a visual art, it would construct the cultural style while spreading the economic information. It is a prehensive cultural action, it is also related to individual values, social customs of different countries, which is especially true between China and America. These two countries represent the cultural differences between the East and the West. In China, since the opening to the outside world, advertising propaganda such as CocoCola, Nike, McDonald, BMW and many other stand for the American culture which infiltrates into Chinese culture. But advertising transmission should consider different cultures of the two countries. They are different social customs, individual values and languages. In a word, there is an important sentence for advertising transmission across culture: knowing what should do is as important as knowing what should not do. 攀枝花學(xué)院本科畢業(yè)論文 Body 2I. Brief Introduction of AdvertisingAdvertisement is the product of mercial economy and it has brought a large number of changes to our modern society. A. The Concept of AdvertisingThe word of “advertising” es from the Latin word “advertere”, it means “a way to attract attention or interest consumers and to influence their feelings toward the product, service or cause”. (Cui 1) But until now, scholars in different countries have different explanations. The American Advertising Association gave this definition “Advertising is a kind of people’s transmission which should pay the money, the final purpose is to spread information and to transfer intended feeling to the consumers and then reap the profits.”(Cui 1) In 1985, China called advertising a way to spread information, the purposes are to promote the sale of goods and work force, to influence people, to get the support of government, to promote a kind of undertaking or other responses.According to Gee and Michael Belch, advertising appeals “refer to the basis or approach used in the advertisement to attract attention or interest consumers and to influence their feelings toward the product, service or cause.”(Mueller151). The advertising appeals employed should be consistent with the values and taste of the target audience. Advertising is an information and activity, which should pay the money. Firstly, as part of mercial activity, advertising has the features of putting and producing. Secondly, as part of informational transmission, advertising information must be perfect, but all of these should be ensured by cost. Thirdly, the advertising panies should seek profits so that they can live and develop. Advertising is a kind of information which should be treated with special act. However, advertising is different from pure art, it is closely related to industry and society. In different periods, advertising has different ideas, medias, and tactics and so on, all of these take shape special persuasion and effect. “Advertising is a part of selling market, it is a selling activity that one business or person or anization pay money for publicizing one kind of special ideas.”(Rothschild 8)Advertising can be classified into two types. One is called narrow sense 攀枝花學(xué)院本科畢業(yè)論文 Body 3advertising. It only refers to mercial advertising which advertising persuading customers to buy products and make profits through advertising. Another called broad sense advertising. It refers to all kinds of advertising,