Abstract： The thesis consists of four parts. In the first part, the author expounds the definition of culture and the purpose of advertisement. In the second part, the author uses three examples to expound cultural differences between English and Chinese in ads. In the third part, the author talks about the reason to understand cultural differences in advertisements. In the end, the author concludes that the relationship between culture and advertisement is two-way interactive. Only based on the understanding of cultural differences in advertisement can people slip the leash of different cultural values and thinking mode to create more international advertisement that can be understood and accepted by more people.
Key words: English and Chinese culture; advertisement; difference
摘要：本文由四个部分组成。在第一部分中，作者阐述了文化的定义和广告的作用。在第二部分中，作者运用三个实例来阐述广告中的中西文化差异。在第三部分中，作者讲述了理解广告中的文化差异的原因。最后,作者得出结论——广告和文化是一种相互作用的双向关系。只有在了解中西文化差异基础上,广告人才能摆脱不同文化价值观和不同思维逻辑的束缚,创造出更具国际化的广告创意,为更多的公众理解和认可。
关键词：中西文化；广告；差异
