中西文化价值观对比研究-以食品广告为例_英语论文

A Comparative Study on Cultural Values between China and the West — Taking Food Advertisements as a Case

摘要

随着世界经济的发展，广告在人们生活中扮演着越发重要的角色。广告不仅是商业活动，而且是文化价值的体现。

作为广告的一个分支，食品广告能够更好地体现出一个国家的文化及其价值观。民以食为天，中西方的饮食文化有很大的不同。在我国，对食品广告中所折射的文化价值观的研究却很少。因此，对中西食品广告中的文化价值观进行对比研究具有重要意义。

本研究以霍夫斯泰德的文化价值维度为理论框架，对中西食品广告反映出的文化价值观方面的异同进行分析，希望能对中外食品广告策划者在进行食品广告创意时有所裨益，使他们充分意识到中英文广告所承载的文化价值观往往具有巨大差异。

关键字：中西食品广告；文化价值观； 对比研究

Abstract

With the development of world economy, advertisement has become more and more important in human life. Advertising is not only a commercial activity, but also a reflection of cultural values. 

As a branch of the general advertisements, food advertisement can reflect the culture better. Hunger breeds discontent, and there are a lot of differences between Chinese and Western food culture. However, the studies of cultural values reflected in food advertisements are rare. Therefore, the study of cultural values in Chinese and Western food advertisement is of great importance.

This study, by employing Hofstede’s theory of value dimensions, investigates the similarities and differences of cultural values in Chinese and Western food advertisements. It is hoped that the analysis will be beneficial to advertisers both at home and abroad in their creativity and make them fully aware of the tremendous differences in cultural values in Chinese and Western food advertisements.

Keywords:  Chinese and Western food advertisements  cultural values  comparative study   

Contents

Acknowledgements I

Abstract II

摘要 III

Chapter One Introduction 1

1.1 Background of the Study 1

1.2 Significance of the Study 1

1.3 Structure of the Study 1

Chapter Two Literature Review 3

2.1 Advertisement and Cultural Value 3

2.1.1 Definition and Function of Advertisement 3

2.1.2 Cultural Value 3

2.2 Hofstede’s Value Dimensions 4

2.3 Previous Studies on Cultural Values in Advertisements 5

Chapter Three A Comparative Study on Cultural Values in Chinese and Western Food Advertisements 6

3.1 Similarities in Chinese and Western Food Advertisements 6

3.2 Differences in Chinese and Western Food Advertisements 7

3.2.1 Individualism vs. Collectivism 7

3.2.2 Masculinity vs. Femininity 8

3.2.3 Extent to Uncertainty Avoidance 8

3.2.4 Acceptant Extent to Power Distance 9

3.3 Causes of Differences in Cultural Values in Chinese and Western Food Advertisements 10

3.3.1 Geographical Conditions 10

3.3.2 Economic Systems 10

3.3.3 Thinking Patterns 10

Chapter Four Conclusion 11

References 12