Western and Eastern Advertising Culture in Business English

Zhang Binbin

【Abstract】Business is at a crossroads. Advertising culture is facing crisis and opportunity. All of us who believe in business must recognize that we have contributed to this status. The problem is simple， yet profound： we all are captives of ideology that shape the way we think about advertising and the way we do it. We have to discuss it and correct some errors.

【Key words】Business English； Advertising culture； Comparison Integration

Ⅰ. Origin and Popularity of Business English

As one important branch of ESP （English for specific Purpose）， some scholars consider that Business English emerged after 1969 when ESP has been established. In China， although CPE （Chinese Pidgin English） was a kind of mix language or contact language which was lack of standardization， it was still the original form of Business English which was born in 18th century served as one kind of trade language for business， indeed， Pidgin English initially means Business English.

After Chinas accession to the WTO in 2001， under the national policy of “Bring in Go out”， both Business English and advertising culture played indispensable roles in going global strategy. Consequently， a remarkable grasp of crosscultural advertising culture helps to avoid errors and omissions in translation and interpretation.

Ⅱ. Introduction of Advertising Culture

As a kind of sub-culture， advertising culture is subjected to business culture， including commodity culture and marketing culture.

Advertising culture is the integration of multiculture. Whats more， advertising culture is the presentation of popular culture. Ads should be created under newly popular background. And also， it can be the conjecture of advancing culture. Ads should always show people a brand-new world and the more important thing is that this world can be accessed by purchase.

Ⅲ. Comparison between Western and Eastern Advertising Culture

Western countries were born in maritime civilization. Their ancestors strived for surviving and developing in overcoming geographical natural environment， therefore， western ads emphasized visual impact of frames and stimulation of sense. However， eastern developed under more comfortable environment， so they specially stressed harmonious co-existence between human and nature. Peaceful lifestyle molded kind aesthetic idea， so joyous atmosphere and propitious appeal always can be found in eastern ads.

In western countries， the awareness of “I” takes up predominance in peoples ideology. They advocate individualistic heroism， so their ads manifest freedom and characteristics. For instance， in Marlboro cigarette， a west cowboy riding on a horse in Western Prairies with a Marlboro in his fingers. While in Eastern， the awareness of “we” drives us in our daily life. These ads usually like to bond ourselves with motherland to show our patriotic feeling.

Western people like to show their edges directly and express their feelings plump. Just like American Bell Companys slogan—Using Our Phone to Transmit Your Love. While in Eastern， they rarely express their feelings directly even with their families. In communication， theyd prefer to use euphemistic words to talk with their counterparts. For example， in Diaopai Detergent ad， through a long foreshadowing just for obscurely conveying Chinese peoples Reunion feeling.

Ⅳ. Communication and Integration

For a better future of global economy， both western and eastern advertising industry practitioners have to learn from each other. Foreign countries should not only improve their products quality but create ads adapting to philosophy， customs， preference， mainstream values and even traditional culture of Chinese markets. In the same way， after the Reforming and Opening in 1978， it is a better and improved understanding of western culture that help to engage into the world economy tide.

Nowadays， no matter which countrys ads， multifarious cultures have been reflected in the design. An outstanding ad is a carrier of universal values as well. We all are pleased to witness the healthy and speedy growth of advertising industry under the Business English context.

References：

[1]C Hackley.Editor's Introduction：Advertising Culture《Journal of College Reading & Learning》[J].2014，21（1）：98-103.

[2]T Ardren.Advertising and the Appropriation of Culture 《Springer New York》[J].2014：26-29.