中美广告中文化价值观的对比研究_英语论文.doc

资料分类:英语论文 上传会员:龚老师 更新时间:2017-10-20
需要金币1000 个金币 资料包括:完整论文 下载论文
转换比率:金额 X 10=金币数量, 例100元=1000金币 论文字数:6420
折扣与优惠:团购最低可5折优惠 - 了解详情 论文格式:Word格式(*.doc)

Abstract

 

Advertisements become more and more significant in the growth of society for their special functions: informative function, expressive function, vocative function. And numerous cultural values can be found in advertising, nevertheless, different advertisements embody different cultural values. The thesis is based on the research of Greet Hofstede’s Model of Cultural Dimensions and Edward. T. Hall’s context culture theory. According to their theories, the author focuses on four dimensions: context culture, power distance, long-term versus short-term orientation to time, and individualism versus collectivism to compare differences between Chinese and American cultural values in advertising. Meanwhile, the author analyzes similarities between Chinese and American cultural values in advertising at two aspects: the pursuit of high quality and practical values. At last, this paper aims to reduce barriers existing in the process of cultural communication, strengthen the understanding of multi-culture, and facilitate the mixture of cultural exchange. And some implication and suggestions about advertisement design are provided .

key words: advertising; cultural values; comparative research; cultural communication

 

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review.2

2.1. Studies on Advertising.3

2.2 Studies on cultural values-3

2.3 Theoretical basis-6

3. Differences in Cultural Values Embodied in the Advertisement of China and America-6

3.1 Differences in context culture-6

3.2 Differences in power distance-7

3.3 Long-term versus short-term orientation to time.-9

3.4 Individualism versus collectivism-10

4. Similarities in Cultural Values Reflected in Chinese and American advertising-11

4.1 Similarity in the pursuit of quality-11

4.2 Similarity in pragamatic values-12

5. Conclusion and implication-13

Works Cited-.15

相关论文资料:
最新评论
上传会员 龚老师 对本文的描述:根据Greet Hofstede和Edward T. Hall的理论,作者主要从文化语境,权力距离,长期取向与短期取向,个人主义与集体主义四方面剖析中美广告中文化价值观的差异,从追求质量和实用价值这两......
发表评论 (我们特别支持正能量传递,您的参与就是我们最好的动力)
注册会员后发表精彩评论奖励积分,积分可以换金币,用于下载需要金币的原创资料。
您的昵称: 验证码: