A Comparative Research on Cultural Values in Chinese and American Advertisements  

作　　者：TANG Yu WANG Gui-lian 

机构地区：[1]University of Shanghai for Science and Technology, Shanghai, China

出　　处：《US-China Foreign Language》2018年第3期184-188,共5页美中外语（英文版）

摘　　要：The paper is based on the research of Greet Hofstede＇s Model of Cultural Dimensions and Edward. T. Hall＇s Context Culture Theory. According to their theories, the author focuses on four dimensions （context culture, power distance, long-term versus short-term orientation to time, and individualism versus collectivism） to compare differences between Chinese and American cultural values in advertising. Therefore, this paper aims to reduce barriers existing in the process of cultural communication, strengthen the understanding of multi-culture, and facilitate the mixture of cultural exchange.

关 键 词：ADVERTISING cultural values comparative research cultural communication 

分 类 号：F713.8[经济管理—广告] G0[经济管理—产业经济]