文化价值观角度下的中西化妆品广告差异对比_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
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Abstract

 

This thesis is based on the theories of cultural values set by Hofstede, Kluckhohn, Strodetbeck and Hall. It aims to analyze the cultural differences between China and western countries by comparing their cosmetic advertisements. The author finds that their cultural values have many differences reflected in the following aspects: thinking modes, power distance, collectivism vs. individualism and the relationship between human and nature. Through these four aspects, the thesis deeply analyzes the cultural differences. Chinese cosmetic advertisements prefer dialectical logic, worship the authority, focus on collectivism and oneness. While western cosmetic advertisements prefer linear thinking, believe in facts, focus on individualism and dividedness. The thesis studies the similarities and differences in cultural values reflected in Chinese and western cosmetic advertisements. It is hoped that the analysis can help the advertising planners avoid cultural conflicts and strengthen the intercultural communication.  

 

Keywords: cultural differences; cosmetic advertisements; cultural values

 

Contents

Abstract

摘要

1.Introduction-1

2.Literature review-2

2.1 Culture-2

2.2 Cultural values-3

2.3 Studies on cosmetic advertisements-4

2.4 Limitations of previous studies-4

3.Theoretical Foundation-5

3.1 Hofstede-Bond’s value dimensions-5

3.2 Kluckhohn & Strodbeck’s value orientations-7

3.3 Edward Hall’s high context and low context -8

4.Differences in Cultural Values Embodied in English and 

 Chinese Cosmetic Advertisements-8

4.1 Different thinking modes-8

4.2 Power distance-10

4.3 Collectivism vs. individualism-10

4.4 Oneness vs. dividedness between man and nature-11

5.Conclusion-12

Works Cited-15

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上传会员 龚老师 对本文的描述:本文深入透彻的研究了中西方文化差异。中国化妆品广告倾向于辩证思维方式,崇尚权威,体现集体主义,讲究天人合一。而西方化妆品广告则偏向于直线式思维,尊重事实,表现出个人主......
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