中西方网络广告的文化价值观比较

The Comparison of Cultural Values Concept of Chinese-Western Network Advertising

伴随着网络时代的到来,网络广告在广告行业中占据着举足轻重的地位,逐渐成为今后广告发展的大趋势。本文通过对比中西方不同文化价值观下的网络广告,提出中西方网络广告展现出年轻性、爱美性、现代性、健康性、舒适性、发展性的共同价值观;同时也指出孕育于不同文化背景下的中西方网络广告在历史文化导向、集体主义与个人主义、天人合一与天人相分以及表现形式上存在差异。

With the advent of the Internet age,network advertising occupies a pivotal position in the advertising industry and gradually become a major trend in the development of future advertising.By contrast in the west network advertising under dif-ferent cultural values,it presents in the west online advertising to show young,beauty,modernity,health,comfort and the de-velopment of common values;it also points out the difference in the cultural backgrounds western online advertising in the pres-ence of differences in historical and cultural orientation,collectivism and individualism,the unity or distinctive of heaven and man and form of expression.