北京理工大学珠海学院 2020 届本科生毕业论文Differences between Chinese and Western Thinking Modes from the Perspective of Advertising Terms北京理工大学珠海学院 2020 届本科生毕业论文Differences between Chinese and Western Thinking Modes from the Perspective of Advertising TermsAbstractThis paper studies the differences between Chinese and western advertisements and finally summarizes the causes for these differences, hoping to make readers feel the profound influence of different thinking modes on the advertising terms. By comprehensively analyzing and generalizing the references, this paper first studies the different characteristics of Chinese and western advertisements. It finds out that Chinese advertisements are more inclined to use abstract positive words, filling the advertisements with hope and power. On the contrary, western advertisements tend to use spoken words frequently in daily life. Therefore, slogans in western advertisements are familiar to the public and are easy to remember. Next, this paper studies the influences of different ways of thinking between China and the west on the different characteristics of Chinese and western advertisements. It finds out that Chinese thinking mode is collective, indirect, intuitive and concrete because Chinese pay more attention to the family and country and always do not want their intention to be explicit. Besides, Chinese thinking mode is influenced by ancient Chinese philosophy and prefer to use specific words and images to describe something abstract. On the contrary, western thinking mode is individual, direct, logical and abstract because westerners have a strong personality and are straightforward. Besides, they attach great importance on the accuracy of information a...
