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

Abstract

摘要

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