Contents

Acknowledgments

Abstract

摘要

Chapter One Introduction-1

1.1 Background of the Study-1

1.2 Significance of the Study-1

1.3 Structure of the Study-1

Chapter Two Literature Review-3

2.1 Advertisement and Cultural Value-3

2.1.1 Definition and Function of Advertisement-3

2.1.2 Cultural Value-3

2.2 Hofstede’s Value Dimensions-4

2.3 Previous Studies on Cultural Values in Advertisements-5

Chapter Three A Comparative Study on Cultural Values in Chinese and Western Food Advertisements-6

3.1 Similarities in Chinese and Western Food Advertisements-6

3.2 Differences in Chinese and Western Food Advertisements-7

3.2.1 Individualism vs. Collectivism-7

3.2.2 Masculinity vs. Femininity-8

3.2.3 Extent to Uncertainty Avoidance-8

3.2.4 Acceptant Extent to Power Distance-9

3.3 Causes of Differences in Cultural Values in Chinese and Western Food Advertisements-10

3.3.1 Geographical Conditions-10

3.3.2 Economic Systems-10

3.3.3 Thinking Patterns-10

Chapter Four Conclusion-11

References-12

Abstract

With the development of world economy, advertisement has become more and more important in human life. Advertising is not only a commercial activity, but also a reflection of cultural values. 

As a branch of the general advertisements, food advertisement can reflect the culture better. Hunger breeds discontent, and there are a lot of differences between Chinese and Western food culture. However, the studies of cultural values reflected in food advertisements are rare. Therefore, the study of cultural values in Chinese and Western food advertisement is of great importance.

This study, by employing Hofstede’s theory of value dimensions, investigates the similarities and differences of cultural values in Chinese and Western food advertisements. It is hoped that the analysis will be beneficial to advertisers both at home and abroad in their creativity and make them fully aware of the tremendous differences in cultural values in Chinese and Western food advertisements.

Keywords:  Chinese and Western food advertisements  cultural values  comparative study