Abstract

As a spread form, the contents and manifestation of advertising contain various kinds of cultural information, such as values, beliefs and so on. Since the cultural background and social development between China and America are different, there is no doubt that the contents of their advertising should be in line with their own cultural value system, truly reflecting the values of a specific group.
Through comparative analyzing of Sino-US advertising, questing for the differences and similarities of cultural values reflected in them, and elaborating the problems which may be encountered in the process of intercultural communication through advertising, the thesis hopes to make a more comprehensive cultural interpretation from the perspective of cultural values on advertising, and to provide a reference for the effectively communication between Chinese and Western cultures, and efficacious dissemination of Sino-US advertising.
Structurally, this thesis is divided into three parts. Chapter 1 is research background, studying the previous views on advertising and cultural values, and also showing the significance of the research. Chapter 2 contains the theoretical foundation of the research, which provides a theoretical basis of further discussion. Chapter 3 involves analyses and discussions, relying on Hofstede’s cultural dimensions, to compare the differences.

Key words: Sino-US advertising; cultural values; Hofstede; cultural dimensions

摘  要

作为一种传播形态,广告的内容和表现形式包含着诸多文化信息，例如价值观念、信仰等。中国和美国的社会文化背景及其社会发展过程不同，其广告内容毋庸置疑应基本符合各自的文化价值体系，真实地反映出特定族群的价值观念。
本文通过对比分析中美广告，探讨二者所折射出的文化价值观方面的共性与差异，阐述人们通过广告进行跨文化传播过程中可能遇到的问题，从文化价值观角度对广告做一个比较全面的文化解读，以期为中西文化的有效沟通及中美广告的有效传播提供一种借鉴。
 本文分为三个部分：第一部分是研究背景，研究前人有关广告，文化价值观的观点，同时表明研究的重要性；第二部分是理论框架，为进一步论述提供理论基础；第三部分是分析和讨论，以Hofstede的文化维度为依托，从文化角度比较中美广告的不同点。

关键词:中美广告；文化价值观；霍夫斯泰德；文化维度