从霍夫斯塔德文化维度理论分析中美公益广告的差异性_英语论文.doc

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-08
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Abstract: Public services advertisements (PSAs) develop very fast in modern society and PSAs designed under different cultural backgrounds have their own national characteristics and cultural values. Therefore, analyzing PSAs from the perspective of culture can promote the cross-cultural communication. Geert Hofstede’s five value dimensions include individualism versus collectivism, uncertainty avoidance, power distances, masculinity versus femininity, long-term versus short-term orientation. These five cultural dimensions provide a new perspective for people to deal with cultural differences and to carry out cross-cultural exchanges. This paper attempts to use Hofstede's culture dimensions to analyze and discuss the differences between Chinese and American PSA. 

 

Key words: public services advertisement; Chinese; American; differences; Hofstede’s culture dimensions

 

Contents

Abstract

中文摘要

1. Introduction-1

2. Hofstede’s Value Dimensions-3

2.1 Individualism versus Collectivism-3

2.2 Uncertainty Avoidance-4

2.3Power Distance-5

2.4 Masculinity versus Femininity-5

2.5 Long-term versus Short-term Orientation-6

3. General Comparison between Chinese and American PSAs-7

3.1 Similarities in Chinese and American PSAs-7

3.2 Differences in Chinese and American PSAs-9

4. The Differences in Hofstede’s Value Dimensions-10

4.1 Differences in Collectivism versus Individualism-11

4.2 Differences in Uncertainty Avoidance-12

4.3 Differences in Power Distance-14

4.4 Differences in Masculinity versus Femininity-16

4.5 Differences in Long-term versus Short-term Orientation-17

5. Conclusion-19

Reference-20

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上传会员 梦溪 对本文的描述:吉尔特·霍夫斯塔德的文化维度理论包括个体主义与集体主义、权利差异、不确定性、长期导向-短期导向、男性化和女性化倾向。该理论对人们应对文化差异,开展跨文化交流提供了一......
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