A Comparative Research on Cultural Values in Chinese and American Advertisements
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.