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本科毕业论文（设计）题目：透过广告创意看中西文化差异学生姓名杨小姣学号2008115182指导教师翟潇雁院系化工学院专业食品科学与工程年级2008级教务处制2012年4月AnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityii诚信声明本人郑重声明：本人所呈交的毕业论文（设计），是在导师的指导下独立进行研究所取得的成果。毕业论文（设计）中凡引用他人已经发表或未发表的成果、数据、观点等，均已明确注明出处。除文中已经注明引用的内容外，不包含任何其他个人或集体已经发表或在网上发表的论文。特此声明。论文作者签名：日期：年月日AnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityiii西北大学本科毕业论文(2008届)论文题目AnAnalysisofCulturalDifferencesbetween（英文）ChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativity论文题目透过广告创意看中西文化差异（中文）化工学院食品科学与工程2008级2008115182杨小姣翟潇雁2010-04-27成绩作者姓名专业学院班级指导老师完稿时间学号AnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityiv目录Abstract..................................................................................................................................v摘要.......................................................................................................................................vOutline..................................................................................................................................vi提纲.....................................................................................................................................vii1.Introduction.......................................................................................................................12.Cultureandadvertisingcreativity.....................................................................................12.1Thedefinitionofculture...........................................................................................12.2Theconnotationofadvertisingcreativity.................................................................22.3Theoriginofadvertisingcreativity..........................................................................22.4Therelationbetweencultureandadvertisingcreativity...........................................33.ThefeaturesofadvertisingcreativityinChinaandwesterncountries..............................43.1ThefeaturesofChineseadvertisingcreativity.........................................................43.2Thefeaturesofwesterncountries’advertisingcreativity.........................................43.3ThecommonfeaturesofChineseandwesternadvertisingcreativity......................44.TheculturaldifferencesbetweenChinaandwesterncountriesinadvertisingcreativity.44.1Differentculturalvalue.............................................................................................44.1.1CollectivismandIndividualism.......................................................................54.1.2Attitudestowardauthority..............................................................................64.1.3FamilyConception.........................................................................................74.2Differentwaysofthinking........................................................................................74.3Differentcustoms.....................................................................................................94.4DifferentPhilosophyconcept.................................................................................105.Thetrendofadvertisingcreativity..................................................................................116.Conclusion.......................................................................................................................12WorkCited...........................................................................................................................13AnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityvAnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityLIMengmengAbstract:Asanimportantcomponentpartoflife,advertisementreflectstheuniquecultureinagivencountry.ThispaperaimstoanalyzethedifferentculturebetweenChinaandwesterncountriesfromtheperspectiveofadvertisingcreativitybycomparingadvertisingcases,showingboththeirdifferentfeaturesandcommonfeatures.Throughfurtherstudy,thedifferentculturalfactors,includingvalues,philosophy,customsandwaysofthinkingetc,willberevealedsoastorealizetheintegrationofnationalizingandglobalizationofChineseandwesternadvertisingcreativityandtofurtherpromoteinternationalcommunication.Keywords:advertisingcreativity;Chineseandwesternculture;culturaldifference透过广告创意看中西文化差异李蒙蒙摘要：广告作为生活的重要组成部分，能够影射出一个国家独特的文化。该论文旨在从广告创意的角度，通过对广告案例进行比较，分析中西广告文化的不同之处,同时指出他们广告创意的异性和共性。通过进一步的研究，揭示其不同的价值观、哲学观念、思维方式和文化习俗等文化因素，以实现中西广告创意民族化和全球化的融合，进一步促进国际交流。关键词：广告创意；中西文化；文化差异AnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityviAnAnalysisofCulturalDifferencesbetweenChinaandWesternCountriesfromthePerspectiveofAdvertisingCreativityOutline1.Introduction2.Cultureandadvertisingcreativity2.1Thedefinitionofculture2.2Theconnotationofadvertisingcreativity2.3Theoriginof