摘要

赠礼是整体消费行为的一个缩影,是一种社会历史现象,也是社会交流的必要。在跨文化交际中，赠礼是其跨文化交际中一大重要的部分。不同文化的差异，文化价值观也会随之改变。因此，本论文是在探讨中美两国赠礼习俗的差异上，分析文化价值观对赠礼习俗的影响。而在文化价值观上，又浅析了面子观和人际关系对中美两国的影响并分析其与赠礼的关系。最后得出结论，文化价值观对送礼的影响尤其重要，人们应该尊重各国的文化，求同存异，与各国有进一步的交流。

关键词：赠礼习俗  跨文化交际  文化价值观  交流 

Contents

ACKNOWLEDGEMENT I

ABSTRACT II

Chapter One    Introduction 1

1.1 The Purpose of This Study 1

1.2 The Significance of This Study 1

1.3 The Organization of This Paper 1

Chapter Two    Literature Review 3

Chapter Three   Analysis of the Differences between  Chinese and American Cultures and Their Influences on Gift-giving Customs 6

3.1 Introduction to Gift-giving Customs 6

3.2 GIFT-GIVING Customs in China 7

3.2.1 The Object and Purpose of Gift-giving 7

3.2.2 The Choice of Gifts 8

3.2.3 The Manners of Presenting and Accepting Gifts 10

3.3 GIFT-GIVING Customs in America 10

3.3.1 The Object and Purpose of Gift-giving 10

3.3.2 The Choices of Gifts 11

3.3.3 The Manners of Presenting and Accepting Gifts 13

3.4 Taboos of GIFT-GIVING in China and America 13

3.4.1 The Taboos of Gift-giving in China 12

3.4.2 The Taboos of Gift-giving in America 13

Chapter Four    Conclusion 14

4.1 NEW FINDINGS 14

4.2 Limitations and suggestions 14

References 15