中美广告中文化维度之异同

Different Cultural Dimensions in Sino-US Advertisement

用中美广告用语对比研究Hofstede的五个文化维度（个人主义/集体主义、权力距离、不确定性回避、男性/女性、长期导向/短期导向）,探讨中美广告如何反映各自的文化价值观。通过分析中美广告独特的差异以及相似性,揭示不同国家广告语言特殊的文化内涵,说明在进行商品宣传时要强化文化内涵,促使我们的品牌国际化。

This comparative study probes into how advertisements reflect Chinese and American cultural values in terms of Geert Hofstede＇s five dimensions：individualism/collectivism;power distance;uncertainty avoidance; masculinity/femininity; long-term oriented/short-term oriented. The author suggests that by means of analyzing the differences and similarities including the corresponding deep-seated traditional cultures as well in Sino-US advertisements, we can apperceive special cultural connotation of the advertisement language written under different culture background, which is a valuable and meaningful endeavor to internationalize our brands.