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。 inpidualism 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 inpidualism and pidedness。 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。  94120

Keywords: cultural differences; cosmetic advertisements; cultural values

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。

毕业论文关键词：文化差异；化妆品广告；文化价值观

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。 inpidualism 10

4。4 Oneness vs。 pidedness between man and nature 11

5。Conclusion 12

Works Cited 15

1。 Introduction 来自优I尔Q论T文D网WWw.YoueRw.com 加QQ7520~18766

     The vigorous development of the economy has greatly enriched the material life of people。 All kinds of goods emerge one after another so people now have more and more choices while shopping。 To stand out in many commodities, advertising came into being。 As the name implies, advertising means publicize widely。 It refers to the means of publicizing information to the public through a certain form of media。 Through the introduction of the commodity, people’s desire to shop is stimulated and the potential consumers are consumed。 Advertising is not a simple commercial language。 It is an inspiring art of collection of literature, aesthetics, psychology, advertising and marketing principles and so on。 It is very important to understand the intrinsic relationship between the Chinese and Western understanding of different social culture and advertising。 It helps to get the understanding and appreciation of advertising。 It can also guide enterprise creation, design not only conforms to the basic rules of advertising expression, and have very important significance for culture specific characteristics of advertising。