中美广告中的文化价值观比较_英语论文

A Comparative Study on Cultural Values in Chinese and American Advertising

摘要

随着社会的发展，文化在经济全球化中起着越来越重要的作用。现在，广告因其特殊功能：1. 表达功能 2. 信息功能 3. 呼唤功能在社会发展中越来越重要。而且文化价值观可以在广告中体现，然而不同的广告体现了不同的文化价值观。本文以Hofstede的文化纬度理论和Hall的文化语境为理论基础。根据Hofstede和Hall的理论，本文作者主要从权力文化，男性文化，背景文化和中心主义四个方面比较中美广告中的文化价值观的不同点，作者同时在以人为本的思想，对品质追求和实用价值三个方面寻求中美广告中的文化价值观的相同点。最后，本文旨在减少文化交流过程中存在的障碍，增进对文化交流的理解，促进文化交流的融合，和加强文化交流。

关键词：广告；文化价值观；对比研究

Abstract

With the development of society, culture is playing more important role in the globalization of the world economy. Nowadays, advertisements are more and more important in the development of society for their special function: 1. Expressive Function 2. Informative Function 3. Vocative Function. And many cultural values can be found on the advertisements. However, different advertisements have different cultural values. This thesis is based on the studies of Hofstede’s Model of Cultural Dimensions and Hall’s background cultural theory. According to Hofstede and Hall’s theories, the author focuses on four dimensions: power distance, macho culture, cultural background and human centrism to compare differences between Chinese and American cultural values on advertising. At the same time, the author finds out similarities between Chinese and American cultural values on advertising at the three aspects: idea of people orientation, the pursuit of quality and practical values. In the end, this thesis aims to reduce barriers existing in the process of cultural communication, promote the understanding of cultural communication, and facilitate the mixture of cultural communication, and reinforce the cultural communication.  

Keywords: advertising; cultural values; comparative study

Contents

1. Introduction 1

2. Literature Review 1

2.1 Studies on advertising 1

2.2 Studies on cultural values 3

2.3 Theoretical basis 5

3. Differences in Cultural Values Reflected in Chinese and American Advertising 5

3.1 Differences in power distance 6

3.2 Differences in macho culture 7

3.3 Differences in cultural background 8

3.4 Differences in human centrism 9

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

4.1 SimiLariti én the idea of people orientation 11

4.2 Similarity in the pursuit of quality 11

4.3 Similarity in practical values 12

5. Conclusion 13

Works Cited 14