XuDuo

【Abstract】With the development of international economic exchanges， advertising has come into every field of our lives. TV commercials， as a new cultural formation， have already become an important part of our daily life. This paper aims to analyze the different culture between China and America by comparing Chinese advertising creativity. As a special carrier of culture， the creativity of TV commercials was closely related to values orientation and mode of thinking and cultural traditions. We will investigate culture differences from these perspectives to understand cultural diversity better and promote International cooperation.

【Key words】advertising creativity； culture difference； comparative advertising

1. Introduction

With the rapid development of economy， advertisement has gradually become a typical social phenomenon and cultural pattern. Advertising creativity is the product of certain culture and reflects cultural values to some degree . This paper tries to make a comparison of cultural differences between China and western countries by analyzing advertising creativity.

Today Im going to discuss the differences in value orientation and mode of thinking as well as cultural traditions and why the differences exist in them. Discussing similarity and difference in advertising creativity between two countries can not only be a good way to learn the neat ideas and advanced thoughts from western countries， but also bring us closer together and more effective communication in the trend of globalization.

2. Body

（1） Relationship between culture and advertising creativity.

1） The definition of advertising creativity and culture

2） The relationship between them

Advertising creativity， as a significant means of dissemination， is not only conforming to the social cultural habits and catering to the aesthetic psychology of the public， but also playing a great role in influencing and forming them. Therefore， advertisements change the traditional culture to some extent and also push the culture forward.

（2） Difference

1） Different value orientation

Chinese advertisements attach importance to family and relatives and lay emphasis on universality， reflecting their commonplace in character， while western advertisings underline individuality and self-centeredness.

Collectivism and Individualism embodies in advertising creativity

2） Different cultural traditions.

Chinese advertising creativity reflects in the cultures of ancient past while those of the west in the present or the near future.

Chinese culture is well-known for its time-honored history， both extensive and profound， with brilliant oriental civilization and excellent traditions. Chinese people are pride of such splendid civilization. However， westerners live in the present or near future. Most westerners are inclined to believe that tomorrow will be better. In accordance with their enterprising spirit， western people usually pay more attention to change and progress in their daily life.

3. Conclusion

From the above comparison between the Chinese advertising creativity and American advertising creativity， we can find there exist different value orientation and different codes of thinking and cultural traditions in these two countries. With the realization of the cultural differences in our minds， it will help us to get a better understanding of those different styles and different expressions in advertisements creativity so as to better understand other culture.