Abstract:

With the development of world economy, there are more and more communications and cooperation in politics, economy and culture between the west and China. Under the increasing influence of trade, advertisements are not only the embodiment of the world economic development, but also the carrier of national cultural values. The differences in Chinese and Western cultural values led to the differences of Chinese and western advertisements. This paper, by employing Hofstede’s theory of value dimensions and Kluckhohn & Strodbeck’s value orientations, makes a comparison between different cultural values manifested in Chinese and Western advertisements of food through the perspective of cultural value in the following five cultural dimensions: relationship orientation, gender orientation, time orientation, activity orientation and relationship of humankind to nature. After the comparison of Chinese and Western food advertisements, the author finds that Chinese food advertisements tend to be guided by collectivism, femininity, past time orientation, static orientation as well as harmony with nature. On the contrary, values mainly embodied in Western food advertisements are individualism, masculinity, future time orientation, dynamic orientation and mastery over nature. It is hoped that the differences between Chinese and Western cultural values embodied in food advertisements analyzes in this paper will enhance mutual understanding, and facilitate the deepening of cross-cultural communication between Chinese and Western people, and provide helpful advice for advertising workers.

Key words: food advertisement; cultural value difference; difference between China and the West

摘要：

随着世界经济的发展, 中西方之间的政治、经济、文化交流与合作越来越多。在贸易不断深入的影响下, 广告不仅是世界经济发展的体现, 更是各国文化价值观的载体, 中西方文化价值观差异导致了中西广告的诸多不同。本文的研究建立在Geert Hofstede kluckhohn和Strodbeck的理论基础上, 通过从文化价值角度对中国和西方食品广告进行对比分析, 作者发现食品广告所折射出的中西方文化价值差异体现在以下五个方面：个人主义与集体主义、性别取向、时间取向、活动取向以及与自然关系取向。通过对比中西食品广告的对比, 作者发现中国食品广告中所折射的价值观为集体主义、女性主义、过去时间取向、静态取向以及与自然和谐相处取向。而与之对应的西方价值观主要体现为个人主义、男性主义、未来时间取向、动态取向以及征服自然取向。作者认为, 研究食品广告中所体现的中西文化价值观差异有助于增进彼此了解, 促进跨文化交际的发现进程, 同时也可为广告工作者提供帮助。

关键词：食品广告; 文化价值观; 中西差异