从国家文化模型剖析中国品牌广告

Chinese Brand Advertisement from the Point of View of National Cultural Model

文章通过Hofstede的国家文化模型,从文化普适性的五个价值维度:权利距离、不确定性的回避、个体主义—集体主义、男性度—女性度及长期观—短期观,对中国品牌广告的现状进行理性分析,区分中国消费文化的价值取向,探索中国品牌广告个性的趋势,研究结果对中国品牌广告的健康成长有自省的作用。

According to the live vatue dimensions of the cultural model-the right distance, the elusion of indetermination, individualism vs. collectivism, the male degree ＆ female degree, the long-term view ＆ short-term view, this article makes a rational analysis of the present condition of Chinese brand advertisement, distinguishes the value tropism of Chinese consuming culture, and explores the trend of Chinese brand advertisement＇s characteristics. The result of this research will take an introspection function for the healthy growth of Chinese brand advertisement.