Differences between Chinese and Western Advertisements For China's advertising creativity, many people think that the overall creative level of China's advertising is very low, which is far behind the United States and western countries. Indeed, the creativity between China and the West does exist in all aspects as a whole. This paper focuses on the differences between creative culture and creativity, the aspects that western advertisements are worth learning from and the reasons for the differences, and discusses how to correctly understand the differences between China and the West. 1. The differences between Chinese and western advertising creative cultures are mainly manifested in the following aspects: 1. Characteristics of Western advertising creative culture: (1) Western culture emphasizes personal value and pursues self-sensory enjoyment and value demand in advertising creativity. (2) Western culture is good at expressing contradictions and conflicts, emphasizing stimulation and extreme forms in advertising creativity, paying attention to individuality, highlighting individualistic values and expressing self. (3) Western advertisements often use humor, absurdity, exaggeration and fear to spread advertising information. It expresses contradictions and conflicts in an exciting and extreme way, and shocks the hearts of the audience with humor and fear, while the West always uses black humor. (4) Western advertising shows a life tone of fierce competition. Advertising does not hold a negative attitude towards this fierce competition, but emphasizes to actively respond. (5) Western advertisements often use fear to persuade people to pay attention to safety, quit smoking, drinking and giving up drugs. In a word, the characteristics of western advertising are openness and diversity. Westerners emphasize the short-term political mechanism that has emerged since the Renaissance. They ignore the ancient cultural heritage that can be traced back to ancient Greece or even earlier, and are more willing to focus on the innovation of their own culture, especially Americans, who emphasize the concept of rapid change and development. 2. Characteristics of China's advertising creative culture: (1) China culture emphasizes the group value centered on "home". "Home" is of special importance in China culture. "Home" has rich connotations in China culture. Advertisers will invariably combine products with "home" and strive to make the target audience sound. This influence is mainly reflected in the following aspects in advertisements: First, the integrity is outstanding. The second is to highlight family friendship. The third is to highlight family warmth. The fourth is to highlight folk customs. (2) China culture is a harmonious culture, which is lyrical in art and balanced and unified in advertising. Even if there are some contradictions and conflicts, it will end in "everyone is happy." In advertising, it emphasizes "family" and "affection", shows the joy brought by products enjoyed by individuals and relatives, and reflects the value of individuality in the value of a certain group or gender, which is a significant difference between China advertising and western advertising. (3) China has a sense of pride in its long-standing, lasting and unified historical tradition, and this sense of pride presents more significant vertical comparison and extension in advertising communication, such as "century-old craft", "traditional brewing" and "precious secret recipe of ancient court". And integrate traditional poetry, folk art, costumes, calligraphy, props, etc. into the image-building of modern product advertisements. Generally speaking, western advertising culture is an export-oriented culture with strong expansibility and permeability. China's advertising culture is an introverted culture, which emphasizes the country, family and emotion. Every culture has its rationality and limitations. After all, the cultural background of a nation is single. In today's increasingly globalized world, China advertisements and western advertisements must have cultural dialogues and cross-cultural exchanges in order to survive and develop, that is, to realize the cross and integration of Chinese and western advertising cultures. Boldly speaking, through this cross-integration, today's advertising culture should reach the realm of "seeking common ground while reserving differences, being harmonious but different". Second, the creative differences between western advertisements and China advertisements are as follows: 1. Pay attention to the mind and move people with emotion. Beautiful things don't have to be displayed by luxurious scenes, celebrities and beautiful women, but you can also find some natural, human and touching pictures from your life. Sometimes a gentle touch in a person's heart often leads to a moving and touching effect. When we plan car advertisements, our related words may be put on the rich class, publicity, being one step ahead, beautiful women with beautiful cars and so on. Although these words are gorgeous and full of temptation, they will make us indifferent and disgusted with thoughts and feelings such as "too far away from us", "this is fake" and "real life is not like this". When advertising cars in the west, such as Chrysler car advertising in Germany, mothers always pay attention to their children's eyes to represent the headlights, which reflects the safety of the car itself and the concern for human safety. This advertisement does not praise and brag about cars with gorgeous words, but focuses on the safety, comfort and thoughtfulness of cars, which shows that cars serve the people and the advertisement embodies a people-oriented idea. 2. Turning virtual into reality and diluting utilitarian advertisements need not sell products to the audience blindly, but can appear in an atmospheric, caring, stable and concerned image, impress the hearts of the audience with humanization and people-friendly consciousness, and dilute utilitarian colors. Many advertisements in China do the ideological work of consumers, introducing a product to consumers and persuading them to accept and buy it. Western advertisements use reverse thinking to persuade people not to use their products unnecessarily. For example, there is an advertisement of a French power company: the advertisement shows a picture of rich natural resources and beautiful environment, but suddenly one day, people began to occupy forest land and dig indiscriminately, the environment was gradually destroyed and natural resources were seriously wasted. After these shocking pictures, the computer suddenly crashed-fortunately, this is not true, it is a computer simulation. The advertisements of the French power company adopt this reverse thinking mode, dilute its commercial color, establish its brand image of caring for the environment and maintaining ecological balance, and thus take the road of branding. 3. Pursuing implication and avoiding straightforwardness Many advertisements in China are in the stage of plain and straightforward, while those in the West are implicit and full of aesthetic feeling and philosophy, giving people full association and deep impression. In China, advertisements are mostly straightforward. Alcohol advertisements highlight a bottle of wine, and then celebrities keep praising it after drinking it. Shampoo advertisement is a beautiful and elegant brunette star. Although this kind of advertisement can make consumers know the product at a glance, it is passive and not innovative to the audience, and it cannot leave a deep impression on the audience. In western advertisements, there are often some irrelevant pictures, which make the audience associate, and finally reveal the mystery, giving people a aftertaste and understanding, which is an interesting feeling for the audience. Even some advertisements always want to hide what they say, relying entirely on the audience's perception and imagination, giving the audience sufficient association space and allowing the audience to actively participate, thus leaving a deep impression on the products advertised. When western advertisements can't express some intrinsic things with images and words, they also use some metaphors and metonymies to express some intangible things smoothly. For example, Finnair's advertisement: In the cold forest, a deer got lost. At this time, a bright star crossed the sky to guide the deer back to its parents. At this moment, look at the stars that guide the way. It turned out to be a light on the wing of an airplane. At this time, the subtitle was "Finnair". 3. The performance of western advertisements is better than that of China advertisements: 1. On the whole, western advertisements pay more attention to artistic expression, are narrative and are good at telling stories; China's advertisements are mainly hawking, which is not ornamental. Voiceover accounts for a large part, which can be understood by listening, straightforward and lacking suspense. 2. Western advertisements mainly appeal to the added value of commodities, while our advertisements focus on the functions of commodities; 3. Western advertisements have a better sense of humor than we do; 4. In the way of thinking, western advertising is a kind of curved thinking, which pays attention to winding paths and secluded places; Our advertisement is a kind of linear thinking, and we like to go straight to the point. 5. Western advertisements use a lot of sexual appeals to attract the attention of the audience and make them think; This strategy is seldom used in our advertisements. Of course, there are deep-seated reasons. 6. Western advertisements are very aggressive, and there are many comparative advertisements aimed at competitors; In China, comparative advertising is subject to many restrictions; 7. The production level of western advertisements is much higher than ours, especially in the use of high-tech means to make animation stunts. 4. Reasons for the differences between Chinese and Western advertisements 1. Different psychological structures. The stable psychological structure of China citizens, whose basic contents are kindness, pragmatism and patience, has formed the unique cultural psychology of China people. The concept of great unity; Conformity psychology; Small-scale peasant consciousness; ; Human feelings are supreme; Equalitarianism, etc. The psychological structure of westerners is complex and loose, with "humanism", "cognition" and "behavior" as the basic contents, forming a unique cultural psychology in the west. 2. Geographical environment and human environment are different. As one of the four ancient civilizations, China has formed a "home-oriented" concept based on residence and has a strong family concept. Especially, advertisements with the theme of affection, friendship and love have been tried and tested in China. However, the history of western countries is not as long as that of the Chinese nation. In addition, the region is small, people often migrate, and the concept of home is diluted, emphasizing free life and personal adventure. Regional culture not only constitutes a unique and rich culture in this region, but also hinders people's understanding and perception of advertisements in other regions. 3. Differences in ways of thinking. The difference of thinking mode affects the creativity and communication of advertisements. China pays attention to the subtle communication of feelings and relationships, while western advertisements directly put information transmission in the first place. This is why in western advertising expressions, although artistic or humorous techniques are used, they always come straight to the point and directly express their information connotation in advertisements, leaving little room for the audience to think and ponder. 4. Economic factors. Advertising should be influenced and restricted by the economic situation of various countries. Due to the limitation of economic conditions, China still pays special attention to the functions of products, especially the material benefits brought by products. However, due to the highly developed western economy, people pay more attention to brand added value, psychological interests and consumer experience. Different economic environments have caused differences in the content of advertising appeals between China and the West. 5. Degree of marketization. The western consumer market is clearly subdivided and the audience survey is sufficient, so the strategy of "precise guidance" is adopted in media delivery. However, there is a strong convergence between the needs and preferences of China audiences. For advertisers, the simplest advertising method is undoubtedly strong appeal, strong indoctrination, high density and aimless "shooting". In the final analysis, the difference between Chinese and western TV advertising communication is the expression of cultural differences between China and the West in advertising. According to the present situation of cultural differences between China and the West and the trend of cultural integration under the background of globalization, the future development of Chinese and Western TV advertisements should present two trends: on the one hand, Chinese and Western TV advertisements will continue to embody their respective cultural characteristics, and operate with their respective cultural backgrounds as the soil, firmly grasping the psychological characteristics of local audiences. On the other hand, with the trend of globalization becoming more and more obvious, cultural exchanges between China and the West are becoming more and more frequent, and Chinese and Western TV advertisements are bound to learn from each other.