【文章內(nèi)容簡介】 didactic and direct way. Through a plain plot, the Chinese advertising creativity delivers the goods information of function and characteristics directly without the applications of imagination and humor. There is no denying that the Chinese advertising creativity is mutually imitated widely across the nation, as a result, it appears a trend of convergence though enormous breakthroughs and innovation have been made in some advertising creativity. The features of western countries’ advertising creativity Compared with the Chinese advertising creativity, the most prominent feature of the western advertising creativity lies in its imagination and excavation of life material which make the advertisement not only rich in content but also deeply rooted in real life. On the whole, the western advertising creativity is wealthy in content other than aimless, peculiar other than odd. Warding off applying the issues substantially relevant to the goods, its creative skills are profoundly manifested in most western advertisements, suggesting a function of goods. In addition, to present the goods with vivid image, the western advertising creativity is full of plot and drama. The most significant point consists in its natural insertion of humor into the advertising plot, which sparkles the advertising creativity with amusement and wit so as to enable the consumers to effectively receive the advertising information in a phenomenon of relax and pleasure. The mon features of Chinese and western advertising creativity Though advertising creativity in different countries around the world boasts their own particular features, some mon features remain among them without reference to nationality. For instance, the themes of fighting against injustice, opposing evil and human emotion—kinship, friendship and love are widely borrowed in both Chinese and western advertising creativity. That’s why those advertisements which is based on 3B (Baby, Beast, Beauty) and KISS (Keep It Sweet and Simple) gain their popularity throughout the world (范小青 and 柯爽 27). Besides, the advertising creativity in both China and western countries will no doubt be produced by taking the demands of customers and their cultural background into consideration. 4. The cultural differences between China and western countries in advertising creativity Different cultural value and Individualism The most obvious cultural difference between China and western countries lies in the values which can be reflected and expressed in the culture. “In advertising, it is strongly believed that the most effective and petitive advertisements are those that best express and affirm core cultural values” (石成蓉 152). Influenced by the grouporiented culture, the Chinese people take the group, family, munity, society, country as their core. That is to say, in order to pursue collective harmony, honor, mon desire and acplishment, Chinese people give top priority to collective interest and ignore individual interests when necessary. The following advertisement is a persuasive example to show this cultural value which is reflected in advertising creativity. Take it as an example, we Chinese must be familiar with the wellknown slogan of HADI shampoo “大家好, 才是真的好”. From this successful advertising creativity, it can be inferred that the Chinese are inclined to follow the majority because of the deep influence of the grouporiented culture. Firmly holding the traditional concept that what is good for others is bound to be good for themselves, Chinese people tend to appreciate and accept this advertisement more easily. Produced with masterful bination of the traditional concept and the advertisement, this advertising creativity evokes the concept of collectivism in an attempt to attain its objective of goods promotion. However, this advertising creativity will not necessarily win favor from the westerners. In contrasts to Chinese people, the westerners take individualism as the core, emphasizing individual value, individual freedom, and individual character. In the western country, it can be universally found that individualism is regarded as a positive form of selfevaluation as well as the synonym for pioneering spirit. Thus, when choosing goods, the westerners are prone to take their own individual characters into consideration other than drift with the tide. It is beyond doubt that western advertising creativity prefers to highlight the personality, individualism, independence and privacy. For example, “Pregnant? Nothing to wear? We offer clothes that simply can’t find anywhere else. Maternity clothes with style and individuality at very reasonable prices, plus a great range of kids wear and nursery goods! Blooming Marvelous 01813914822” (郭海鷹 75). (Maternity clothes ad)This advertising creativity centers on the “Maternity clothes with style and individuality”, which is in conformity with the concept of individualism. This advertising creativity sizes a significant point, namely the special personality of the buyer, because even pregnant women are eager to show their distinctively graceful bearing. Attitudes toward authorityIn contrast to the westerners, Chinese have a stronger hierarchical notion because ofpower concentration under feudal monarch that had reigned for thousands of years andbecause of the longterm agricultural culture in a relatively closed territory. From the angle of advertising creativity, this attitude embodies mainly in authority worship (何光明 19) . In ancient China, people admired absolute right from bottom to top, which could be profoundly displayed in mon people’s great fear and respect for their ruling class. Gradually, the concept of submissiveness towards higher authority has deeply branded in the minds of Chinese people in modern society. Therefore, such an authoritive image of emperor is usually applied in many advertisements (such as “皇室” oatmeal) that powerfully convince the customers of the goo