1. 研究目的与意义
With the rapid development of science and technology, the global economic integration is accelerating and international economic cooperation is gradually expanding. Under such circumstances, international trade is becoming more and more important. Since the purpose of advertisements is to attract target consumers to buy products or services, and the effectiveness of an advertisement is determined largely by cultural factors, understanding cultural differences is critical to understanding the effectiveness of an advertisement in different cultural backgrounds.
2. 研究内容和预期目标
The research is to elaborate on the relationship between advertisement and culture, and discuss the differences between Chinese and western advertisements from the perspective of culture, especially from Hofstede#8217;s five dimensions, i.e., individualism/collectivism, power distance, uncertainty avoidance, masculinity/femininity and long-term oriented/short-term oriented. Finally, it will also contain implications of this comparison of cultural values of Chinese and Western advertisements.
3. 国内外研究现状
Researches about cultural values reflected in Chinese and Western advertisements have been largely discussed during recent years. They have examined that the portrayal of traditional Chinese cultural values remains relatively stable and studied creative strategy and execution as opposed to all elements of marketing and advertising standardization, etc. However, my study adds some new researches such as the implications of the comparison of cultural values of Chinese and Western advertisements, except this, my study also research from Hofstede#8217;s five dimensions.
4. 计划与进度安排
1、Introduction
2、Cultural values in advertising
3、Cultural values dominant in Chinese and Western advertisements
5. 参考文献
References:
[1]Hall E T. Beyond Culture [M] .Garden City New York: Anchor Press , 1976.
[2]Hofstede G H. Culture and Organizations: Software of Mind-Intercultural Cooperation and its Importance for Survival [M]. Britain: Harper Collins Business, 1991.
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