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AdvertisingContrastBetweenChinaandWestWashingmachineIcecream冰箱已是它的地盘，活着还有什么意义。CollectivismandIndividualismInnovativeandhidebound(墨守成规的)TalkinaroundaboutorstraightforwardwayPositiveandironical（反语的）1.ADisareflectionofcultureChineseadreflectsagroupacommonidea:toemphasizethewhole,attachesgreatimportancetothefamilyandkinship.Westernadvertisementisareflectionoftheirself-centeredculture,emphasizingtheindividual'sindependenceandpersonality.ChinaWestcollectivismindividualismAcollectivistcultureisoneinwhichpeopletendtoviewthemselvesasmembersofgroupsandusuallyconsidertheneedsofthegrouptobemoreimportantthantheneedsofindividuals.Anindividualistcultureisoneinwhichpeopletendtoviewthemselvesasindividualsandtoemphasizetheneedsofindividuals.China(Collectivism)小小瑞士糖快乐齐分享专业保护健康全家West(Individualism)Tome,thepastisblackandwhite，butthefutureisalwayscolor．对我而言，过去平淡无奇而未来，却多姿多彩——轩尼诗酒Timeiswhatyoumakeofit.——SwatchObeyyourthirst．服从你的渴望——Sprite2.DifferentthinkingwayWesternADalwayscomesstraighttothepoint,soit’snotsohardtoimaginewhatwillbeintroduced.ChineseADshowspeoplethegoodsinanindirectway,especiallywhentheyareconcernedwithemotions.Onlymeltinthemouthinsteadofinthehands.West(straightforward)不溶在手，只溶在口。——M&M’sLifecomesatyoufast.China(roundabout)委婉的懂得生活，就懂得感受每个瞬间。享受生命里的所有美好。享受行走，每一步都是享受。3.PositiveandironicChineseADwouldliketoshowpeoplethepositiveaspectsofgoods,thatis,nearlyeverybenefitsaretold.WesternADpreferstoshowgoodsinanironicway,inotherwords,itlooksasifthegoodswerebad.Itmakespeopletothinkmoreaboutit.自打吃了盖中盖，腰不酸了腿不疼了，走路也有劲了，一口气上五楼，不费劲儿。China(positive)MoreaboutChineseADWest(ironic)Itakethemainresponsibilityforinterferingwiththesightofothers.——MINI“Advantages”ofsmoking4.Innovativeandhidebound(墨守成规的)WesternADisalwaysbasedonrichimaginationandbreakthenormalprocedureofthinkingtocreateabeyondallexpectationsoftheadvertisinglanguage.ChineseADisalwayssaiddirectly,theyonlysaywhattheywanttosayabouttheirgoodstopersuadeconsumerstobuy.Andtheyalwaysusetheveryoldform,whichislackingofinnovativeconsciousness.China(hidebound墨守成规的)West(Innovative)MoreaboutWesternADSoundinsulationglass隔音玻璃Telescope望远镜Thankyou~~