摘 要

广告，即广而告之，是用来向大众宣传某种事物或者行为。在当今社会，广告的作用与影响越发显得不能忽视，其不仅起到了经济利益上的推动作用，也带来了文化上的交融，引领着时代的潮流。

广告在一定程度上，是一个国家或者地区的文化的承载者和传播者，而不同地方的广告由于历史的不同，造成高低语境文化的不同，故在广告的语言上有很大的差别。中美两国的广告就是最好的例子。本文基于高低语境文化，从集体主义和个人主义，以及男权主义和女权主义两个维度，分析中美广告语言的差异， 从而为中国企业走出去提供一些小小的参考。

关键词：广告；高低语境；集体主义；个人主义；男权主义；女权主义

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Contents

Acknowledgments i

Abstract ii

摘要 iii

1. Introduction 1
   1. Research background 1
   2. Objective of the study 2
   3. Structure of this thesis 2
2. Demonstration 2
   1. High and low context culture 3
   2. Brief introduction of Chinese and American advertisements 4
   3. Difference between Chinese and American Advertisement Languages 4
      1. Collectivism and individualism 5
         1. Collectivism in Chinese ADs 5
         2. Individualism in American ADs 6
      2. Masculine and Feminine 7
         1. Typical Masculine in Chinese ADs 8
         2. Typical Feminine in American ADs 9
3. Conclusion 9

Works Cited 11

Bibliography 12

A Study of the Differences between Chinese and American Advertisement Language from the Perspective of High and Low-context Culture

Introduction

With the continuous development of globalization, the communication between countries is getting closer and closer. It is becoming increasingly important to learn how to communicate across cultures. Based on the concept of Hall#39;s high-low context communication model, this paper makes a cultural analysis of advertisements in China and the United States, so as to provide some suggestions for promoting communication between Chinese and American enterprises. At the beginning of this paper, the research background and the importance of the research will be briefly introduced.

• 1. Research background

Today#39;s world is undergoing a new round of great development, great changes and great readjustments. For one thing, the relationship between countries has never been so close today, and human beings are becoming a community. For another, the common challenges facing mankind have never been so prominent as they are today, and the process of economic globalization has encountered setbacks from time to time. With the acceleration of globalization, the communication between countries is getting closer and closer, and the art of communication under different cultural backgrounds has been paid more and more attention.

As an important part of communication, advertisement gains more and more attention. Successful advertisements can not only help to attract potential consumers, but also promote the communication between producers and buyers with different cultures. So, advertising plays an important role in this process. Also, the most significant part in advertising is the language we use. The words they use inflect their culture background to some extent. So, it is meaningful to carry out the study of the

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