从化妆品广告看中西方文化价值_英语论文

Comparison between Chinese and Western Cosmetic Advertisements from the Perspective of Value Orientation

摘要

本文基于Hofstede, Kluckhohn, Strodetbeck和Hall的跨文化理论，通过比较中西方化妆品广告，分析了中西方文化差异。作者发现两者的文化差异主要体现在以下四个方面：思维方式、社会规范、个人主义与集体主义和人与自然的关系。通过这四个方面，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，表现出个人主义特色，注重天人相分。这篇文章研究了中西方化妆品广告所反映出的中西方文化价值的异同点，希望能帮助广告策划者避免文化冲突，加强广告的跨文化传播。

关键词：文化差异；化妆品广告；文化价值观

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

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