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The Symbolic Meanings of Colors in Chinese and Western Cultures 宗教禁欲下的爱情-论霍桑的宗教观与道德观在《红字》中的体现 中英文名词性后缀的比较及其对翻译的启示
《芭芭拉少校》中的现实主义
外语学习焦虑与口语成绩的相关性研究
(日语系毕业论文)关于食品比喻表现的中日对照研究
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从《瓦尔登湖》看“天人合一”与梭罗超验思想
《榆树下的欲望》和《雷雨》中悲剧性的差异
文化差异对英汉翻译的影响
《鲁滨逊漂流记》中的个人主义
英语经济新闻标题翻译在模因传播中的分析
《了不起的盖茨比》中的象征主义解读
华兹华斯和弗罗斯特自然观的比较
《紫色》中“家”的解读
从黑人女性主义解读《宠儿》中塞丝的觉醒
论《序曲》反映的威廉?华兹华斯的辩证想象观
论《拉合尔茶馆的陌生人》中昌盖茨“美国梦”的转变
从弗洛伊德的精神分析理论浅析《道林格雷的画像》中的主要人物 The Function of Symbols in the Feminist Novel Possession
汉英道歉语回应之比较
从奈达翻译理论初探英汉新闻导语翻译策略
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中英数字习语的翻译
从七个C看商务信函的可读性
论《傲慢与偏见》中简奥斯丁的女性意识
从大众对汽车的选择看美国社会价值观的变化
《汤姆·索亚历险记》中所反映的社会问题
商务英语翻译中的隐喻研究
初中英语词汇教学法研究综述
中式菜肴名称的语言特点及其英译
A Feminist Reading of Virginia Woolf and A Room of One’s Own
六种颜色词语的英汉互译探索
《老人与海》中海明威的生死哲学
哈利·波特系列成功的原因
从数字看中西方文化差异
论英语教学中的非智力因素
从《简爱》看夏洛蒂?勃朗特的女性意识
东西方生命观的交融--《春江花月夜》与《再回湖畔》的比较研究
礼貌用语中的语用失误
《鲁宾逊漂流记》与《桃花源记》中乌托邦思想之比较
《呼啸山庄》和《远离尘嚣》中女主人公的女性意识的对比
体态语在英语课堂教学中的运用研究
论圣经诗篇的修辞特点
弗吉尼亚?伍尔夫《海浪》的叙事技巧分析
中美篮球背后的青年文化
汉英翻译中的中式英语的成因及对策
第二篇:从文化价值角度比较中美食品和饮品广告中的非言语行为
东北师范大学
硕士学位论文
从文化价值角度比较中美食品和饮品广告中的非言语行为
姓名:李金娜
申请学位级别:硕士
专业:外国语言学与应用语言学
指导教师:李立欣
20090601
摘要
作为交际的一个组成部分,非言语交际是重要的,却又往往被人们所忽视。一方面,非言语交际是文化的一部分,来源于文化,受文化的制约;另一个方面,从某种程度上来说,它又反映了文化及其价值的深刻内涵。在跨文化交流中,言语的交流是可以通过语言学习而逐渐习得的,但对于深深扎根在文化之中的非言语行为的学习就必须依赖于对一种文化及其价值的深入理解。
广告无处不在。它在吸引人们购买商品的同时,也在无形之中向人们传递着一种价值观念。作为广告的一个分支,食品和饮品广告能够更好地体现出一个国家的文化及其价值。因此,从文化价值角度对中美食品和饮品广告中非言语交际的异同进行探讨,可以使我们更好地理解并分析不同文化及文化价值之间的差异,从而为更好地理解他国的文化奠定一定的基础。
本文根据Hofstede、Malandro和其他的学者对于文化价值和非言语行为的研究,从非言语交际的三个方面,即身体动作、衣着和外貌以及标识,对中美180例食品和饮品广告中的非言语行为进行对比和分析,目的是通过对非言语交流的研究探索出非言语行为与文化价值之间的相互作用。围绕着这个目标,本文提出了两个研究问题和三个研究假设,探讨文化价值对非言语行为的影响并由此明确东西方文化的异同。
通过对样品广告进行数据分析和内容分析得出:一,虽然中美两国在经济文化领域的合作越来越多,但两国文化上的同化现象却不是十分明显,即作为一个民族或国家的灵魂,文化价值不会被另一种文化价值所取代;二,中美食品和饮品广告中非言语交际异同可较为清楚地反应出两个文化价值的异同,即非言语行为可在一定程度上反应出一个国家的文化及价值。因此,从非言语交际角度考虑,两国文化价值上的差异之处要远远多于其相似之处。关键字:文化价值:非言语交际:食品和饮品广告
Abstract
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Key
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I:期
独创性声明
本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知,除了文中特别加以标注和致谢的地方外,论文中不包含其他人已经发表或撰写过的研究成果,也不包含为获得东Jt',N范大学或其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。
学位论文作者签名:垡竺幽史学位论文作者签名:勉墨Et期:
学位论文版权使用授权书
本学位论文作者完全了解东北师范大学有关保留、使用学位论文的规定,即:东北师范大学有权保留并向国家有关部门或机构送交学位论文的复印件和磁盘,允许论文被查阅和借阅。本人授权东北师范大学可以将学位论文的全部或部分内容编入有关数据库进行检索,可以采用影印、缩印或其它复制手段保存、汇编学位论文。
指导教师签名:奎至盥学位论文作者签名:物产期:趔互.。厂.和日(保密的学位论文在解密后适用本授权书)日期:壶:!旦.
学位论文作者毕业后去向:
工作单位:
通讯地址:电话:——邮编:——
东北师范大学硕士学位论文
ChapterIIntroduction
ThispaperaimstoCalTyout
a
comparativestudy
ofnonverbalcommunicationsin
AmericanandChinesefoodanddrinkadvertisementsfromtheculturalvalueperspective.Itdefinestherelationshipsbetweennonverbalcommunications
or
behaviorsandcultural
values,
andexplainshowvalueconceptisreflectedthroughnonverbalbymeansofanalyzingthefoodanddrinkadvertisementsinthe
communications
or
behaviors
twocountries.111edifferences
andsimilarities
ofnonverbal
are
communications
greatly
infoodanddrinkadvertisementsrevealthat
values
are
someculturalvalues
sharedamong
nationswhilesomecultural
cross-cultural
heldby
one
nationexclusively,which
Caninfluencethe
business
Asreflect
a
communicationsbetweenpeoplefromthetwodifferentcountries
a
communications,especially
or
cultures.
necessityineverydaylife,foodanddrink
valueof
to
a
Can
easysomeculturalmessagesthat
certain.
country
oror
nation.Foodand
consumers,will
drinkadvertisement,as
a
toolof
exhibitingtheproducts
themass
definitelymilToracountry’S
culture
anditspeople’Svalue
or
concept.啊1eprocessofmarketing
andpromoting
or
food
andbeveragein
anothercountry
of
regionwidelythroughadvertisements,willmorevaluesbymeansofverbalandnonverbal
lessinvolvethespread
differentcultural
communications.Thereby
helpfultoachievethe
selectingfood
anddrinkadvertisementsastheresearchsampleswillbe
‘
researchpurposeofthispaper.
Inthereignofmassmedia,the
advertisements
withaudio
and
picturesseemto
bethe
mainstream
differences
ofthe
communications
of
advertising,whichinvolvetwo
nonverbal
typesof
communications,that
noticedirectly
is,verbal
and
verbal
communications
communications.PeopleCan
more
likely
thesimilaritiesandin
cross-cultural
easily
and
communications,whiletheyaremorecommunications
widespreadof
toneglectthedifferencesinnonverbal
thataresupportedbylessresearch
papers
tosomedegree.However,withthe
advertisements
will
not
to
communications
analysisofthe
inmodernsociety,acomparative
benefit
study
other
innonverbalcross-cultural
a
only
theadvertisersbut
also
communicatorswhoneed
understand
AmericanandChinesecultures
in
bymeansof
food
closedrink
nonverbal
communications
become
a
Americanand
Chinese
and
advertisements.
In
general,advertisements
kindofculturalphenomenon,whichencompasses
suchethnic,culturalandhistoricalfactorsasvalues,belief,philosophy
l
andthoughts.1he
东北师范大学硕士学位论文
informationinadvertisements“controlpeople’Sideas,andleadtheirmodesandprinciplesin
thoughtsandacts”(Tse,1989:2).Advertisementsareconsideredasaneffectiveapproach
to
motivateconsumersandsellproducts.Actually,thereciprocitybetween
cultureisskin-deep.Sorevolutionin
advertisements
and
advertisementscarriestheactualculturalfunction
ofmotivatingthe
people’S
valueconceptandphilosophicalideas,whichisnottheoriginal
intentionofadvertisements,butan
revolution
objective
resultthat
Can
notbe
ignored.Thiskindof
said
that
is
silent,gradualandpowerful.
regardednotonlyas
a
Fromthispoint,itCanbe
asa
any
advertisementCanbe
culture
businessactivity,butalso
mediaor
carrierof
and
therelevantvalueconcept,whenittransmitsthemessageofsomeproducts
or
throughverbal
nonverbalcommunications.
a
Nonverbalinnerworldof
communications,rootedincultureandhistory,givehumanbeings,and
andthe
alsoplays
realexpressiontothe
animportant
roleinthe
transmission
ofthe
advertisements
behaviorsin
spread
or
ofthe
advertisers’culturalvalues,thatis,thenonverbal
advertisements
oftheconcerned
commercialswill
be
a
fmlexhibitionofculturalvalues
posters
serveas
or
orientations
people.Magazines,newspapersand
themain
carrierofnon-audioadvertisements,andthosekindsofmediaarealsoeffectivewaystoexert
aor
great
influence.ontheaudiencestosomeextent.When
peopleacceptthese
or
advertisements.
the
core
theirwaysoftransmission,t11eybegintoaccept
or
acquiretheculture
part,
value,ofit.
Therefore,nonverbalc.ommtmicationsintheadvertisementsbecomethefocusofthispaper,fortheyarelike
conception
a
mirror,whichreflectsthenationalto
promotethe
on
or
ethniccultures
food
andand
valuedrink
besides
a
tool
a
sales
ofproducts.Since
advertisementsCanhave
Chineseculture
greatinfluence
morepeoplecomparatively,andAmericanand
of
Canberegardedastherepresentatives
chosenfrom
westernandeastern
cultures
respectively,OUrresearchsamplesaretotally
AmericanandChinesefoodand
China,a
drinkadvertisements.Itisworthnoticingthatthe
nationVerSUS
a
U.S.and
developedand
capitalist
developingandsocialist
nation,apparently,own
on
differentvaluesandcustoms,the
whichdecidetherepresentativemeaningsofthisanalysis
two
differentcultures.In
addition,勰worldeconomyandatthesametimeculture
developsfast,internationalbusinessactivitiesincreasegreatly;conflictsdrawmoreattentionsincross.culturalcommunications.
tostudy
Thereby
itisofsome
significance
thenonverbalcommunicationsin
Americanand
Chinesefoodanddrinkadvertisementsfromtheculturalvaluesperspective.
Itishopedthatthisstudywillidentifytheculturalvaluesoftwo
majordifferences
andsimilaritiesinthemain
throughnonverbal
countries
conveyedinfood
will
to
anddrinkadvertisements
behaviors
or
communications,which
both
partiesas
behelpfultofoodand
cross-cultural
drinkadvertisersand
producersof
well
as
communicationsamong
people
internationally.Inaddition,duetotherapiddevelopmentofthemassmedia,thedifferences
2
东北师范大学硕士学位论文
betweeneotmtriesinvariousfieldsseemtobereducing伊adllally,andsomenonverbalbehaviorsnowhavesimilarorsharedmeaningsinsomecontextsbetweenthetwocountries,whichwillbringsomedifficultiestotheanalysis,sothispapertriestofindsomeobviousandclearexamplestodealwiththese
toconsumersofbothcountries
foodanddrinkorproblems.Finally,itisalsohopedthatthisstudywillhelphaveabetterunderstandingofnonverbalcommunicationsin
activities.otheradvertisementsfromtheperspectiveofdifferentculturesandvalueoutconcepts,whichmayhelppeoplecarryproperconsumption
3
东北师范大学硕士学位论文
ChapterIILiteratureReview
Therationaleofthisthesismainly
andconsistsculturaloftheoriesconcerningnonverbalnonverbalcommunications,valuedimensionsstudy.Thetheorieson
communicationsalemainlyfromLorettaA.MalandroandLarryL.Baker’Stheories(1982)
onandthecomparativeresearchesnonverbalcommunicatiOIlSbetweeneastern
onandwesterncountries(Brosnahan,1983);the
andBond,1theoriesvaluesarebasedonValueDimensions(Hofstede983)aswellasValueInventory(KluckhohmandStrodtbecL1961);andthe
studyiscomposedofsomepreviousresearchesontheoreticalbase。ofculturalthe
relationshipsbetweellculturalandadvertising(ChengandSchwartzereta1.,1994).
2.1PreviousResearches
Intwo—persononNonverbalCommunicationsonlytakeabout35communications,themessagesconveyedthoughverbalpercentofthetotalmessage,whiletherest65percentisconveyedbymovements,gestureandthedistanceandothernonverbalbehaviors(Birdwhistell,1970)Nonverbalcommunications,
regionjustlikesverbalcommunications,vary
group,evenpeoplenotonlyamongnationsbutalsobetweenandregion,groupandandpeople.Andthenonverbalsignalsownstrong
ones,whichwillexpressthethoughtssensitivityinthecontexts,justliketheverbal
feelingsexactlyinsomeandcontexts(Brosnahan,1983).
Thehistoryofnonverbalcommunications
oncoulddatebacktothe1900s,thepublicationofKretschmer’SPhysiqueandCharacter,whichresearchesonindicatedtheformalcommencementoftheKinesics.Theresearchesnonverbalcommunicationsmainlystemmed
fromtheSecondWorldWar,anddevelopedrapidlyinthe1960swhenthestudiesbegangoingthroughtobody’Sgesturesandmovements.Fromthe19808,theresearchonthisfieldstartedattractingmanyscholars’attentiongradually.
TheresearchesonnonverbalcommunicationsintherecentyearsCanbedividedinto
usethreebranches,thatis,proxemicsbyHall(1957)studiespeople’Sofspaceinpublic
placesaswellasthevariouscomfortabledistancesbetweeninterlocutors;kinesicsbyBirdwhistell(1970),inwhich。aseriesofsignstorecordthebodymovementaregiven,studiesthe-systematicuseofnonlinguisticbodymotionssuchasfacialexpressions,gesturesandposturesascomponentsinspeechsituations;paralinguistic
toneisthestudyofparalanguage,aofvoice,speechrate,pausekindofaudiblegestures,whichcontainsandvolumeand4
东北师范大学硕士学位论文
hesitation,accompaniesmeanings.
or
modifiesthephonemesof
allutterance
andcommunicates
2.1.1TheDef'mitiOIlSofNonverbalCommunicationNonverbalcommunicationis
a
processbywhichinformation,thoughts,knowledge
or
emotions
are
exchangedandtransmittedamongindividualsbynonverbalbehaviors,for
or
example,boaymovementsandgesturesotherthanlanguageinspoken,writtenforms.
othercoded
Withthedevelopment
thedefinitionsofnonverbal
Nonverbal
ofresearches
on
nonverbal
communications,many
scholarsstated
communications嬲following.
not
SO
communicatiOnsare
obvious
as
theverbalforms,nevertheless,
ofthe
nonverbalcommunicatiOIISaffectotheractivities
persons’behaviorsandtheconsequences
chat
greatly,because
people’S
voice,gesture,actions,spatialdistanceand
touchwill
containsomecommoninformationintransmission(MalandroandBarker,1982).
Nonverbalcommunicationinvolvesallnonverbalstimuliinisgeneratedbyboththe
source
a
communic撕onpotential
sett堍that
iS
andtheenvironment
andthathas
messagevaluefor
the
sourceor
receiver(Samovar
andPorter,2004).Samovarand
Porter’Sdefinition
somewhat
long,butitnotonlymarksthe
boundaries.of
nonverbal
communication,but
also
reflectshowtheprocess
actuallyworks(Oou,2005).
Shijie(1995),nonverbalcommunication
referstoallthestimuli
AccordingtoGuanproducedby
humanbeingandthesurroundingenvironmentinthecommtmicationcontext,
whichexcludesthestimulifromspeech,andthesethe
are
stimuliownspotentialvalue
inmessage
to
communicators,oritcouldbe
usedforBesidesthose
saidthatthenonverbal
language.
communicationis
allsigns,which
communicating,beyondthe
definitions,E.T.Hall(1959)and
Judee
K.Burgoan(1996)providethe
communication
is
explanationsforthenonverbalbehaviors
referredtoandthe
aS
respectively,thatis,‘'Nonverbal
meta-communication,paralinguistic,second-ordermessages,thesilent
language,allthose
hiddendimensionof
communication'’;‘。Nonverbal
communication
is
messagesthatpeopleexchangebeyondthewordsthemselves.”(豫eSilentLanguage,p.107)
In
thewordsofHu
Wenzhong(1999),all
communicative
activities
without
the
participationof
languagecouldbecalled
nonverbalcommunication,whichincludeseye
contact,gesture,posture,smile,facialexpression,dressing,sUence,bodycontact,voice,tone
andSO
on.
Itseemsthat,fromtheaboveillustration,nonverbal
a
communicationCanbeconsidered
any
as
silent
communication
sound.
ora
kindofcommunicationmovementswithout
participationof
thewordsand
2.1.2TheClassificationsandFunctionsofNonverbalCommunication
S
东北师范大学硕士学位论文
mearliestclassification
language,actionlanguageand
wasproposedbyRueschandKees(1956),according
tothe
basicelementsofnonverbalcommunica:tions,whicharemainlythreeforms,thatis,sign
objectlanguage.
Afterthat,M.Knapp(1978)gotmoreclassificationsbydoingsomerelevantresearches.
Thereare
sevL:”ll
types:bodymotion
and
kinesicsbehavior,physicalcharacteristics,touching
factors.
an
behavior,paralanguage,proxemics,artifactsandenvironmental
research
Condon(1975)thoughtthatnonverbalcommunicationWas
interdisciplinaryacademic
a
and
covereda、聃de
range.NonverbalcommunicationWas
non-subjective
field.
Thenhe
classifiednonverbalcommunicationinto24kindsaccording
to
thecommunication
contents,whichhadalreadygotpeople’S
posture,dressand
attention.They
and
aregesture,facialexpression,
andhair
style,walkinggesture,physicaldistance,touch,eye
things,signs,art
contact,outdoor
indoor
design,decorationdecorativeforms,build,smell,
paralanguage,color,logo,the
coordinationofspeechandaction,taste,temperature,cosmetics
andsilence.
a
andmake?up,varioussignals,attitudetotime,aswellasstop
Fromtheaboveillustrations,wethoroughanalysis
on
can
getthatCondonhasmoresystematicand
content
to
nonverbal
communication,however,just
included,and
to
asCondensaid,the
excludedareusuallymuchcle.arerthanwhichisthe
sanle
variousscholars’opinions
exclusiveitemare
not
completelysamesomeextent(Conden,1975).
Onthefunctionsofnonverbai
communications,somescholars
can
havedifferent
opinions
based
on
theirresearchesandanalyses,butit
be
seen
thatnonverbal
communications
havethesimilarfunctionsinthecommunication
InNonverbal
on
thewhole.
out
Behaviors,MalandroandBarker(1982)pointed
at
thattherewerethree
functionsofnonverbaicommunication
least:complementingverbalmessage,replacing
verbalmessageandemphasizingverbalmessage.
According
language
toYun
Guibin(2007),nonverbal
communications
usually
accompany
andsupplementtheverbalmessage.Except
havethe
that,atthesametime,nonverbai
communications
resisting.
Li
followingfunctions:replacing,contradicting,modifying,and
Jiequn(2002)proposedfourfunctionsinher
book:strengtheningfunction,referring
function,attenuatingfunctionthe
andcomplementingfunction.DouWbiliIl(2005)summarized
functionsas
follows:replacing,regulating,conveying,modifying,repeating,
complementingandcontradictingfunction.nlefunctionsofnonverbalbesummarizedasfollows(seeTable1).
Table1
Functi。n
Explanation
communications
call
FunctionsofNonverbalCommunication
Replacing
Replacingverbalcommunicati。ns,aswiththeuseofgesture
6
东北师范大学硕士学位论文
Regulating
Regulating
andmanaging
communications
byusing
someformof
nonverbalbehaviors
Conveying
Conveyingemotionsandattitudestowardstheinterlocutors
Modifying
RepeatingComplementingContradicting
Modifying
verbal
communications
a
Usingnonverbalmessagestorepeatpointpeopletrytomake
Supplementingtherestmessageofthewords
Sendingsignalsoppositefromtheliteralmeaningscontainedintheverbal
messages
2.1.3TheDifferencesbetweenVerbalandNonverbalCommunication¥
According
to
theanalysisbYMalandroand
Baker(1982),thereare
fivemaindifferences
to
existingbetweenverbalandnonverbalcommunications.First,verbal
adheretothegrammatical
communicationsneed
thoseaspects,a
rules,and
or
haverigidstructure,whilenonverbal
onon
communications
correct
have
got
no
formalrules
modes,orrigidstructures.Based
alwaysneedsthestudies
analysis
on
nonverbal
communications
are
thesurrounding
situations
comprehensively.Second,there
whilenonverbal
one
somefixedandspecialsignsinverbalcommunications,
has
no
suchsigns.Tosomeextent,innonverbal
toexpress
communications,
althoughtheremeaning.
communicationsaccompanythetalkingactivities,thatis,whenthe
talkstops,verbalcommunicationsalsofinish.111erefore,verbalcommunicatiOIlSare
continuous,whichisoppositetothenonverbalcommunications.Fourth,verbalcommunicationsdependacquisition,forlanguageisacquiredafterisborn.删1epartofnonverbalcommunicationsisinborn,forexample,cryandsmile.Atlast,fromthe
hasverbalandnonverbalcommunication,hesheneo-physiologyperspective,when
verbal
not
on
one
one
or
uses
砌,
are
manysimilarsignsmeanings,noteveryactionhasitsfixed
a
differentbrainhemispheres.啊1eright
hemisphere
ofthebraindealswiththenonverbal
stimuli.
2.2PreviousResearches
on
ValueTheories
a
IntheresearchofinterculruralcommunicatiOIlS,scholarsallthinkthatvalueis
very
important
question,whichCanalsobecalledasthe
core
oftheinterculturalcommunications.
Asmentionednonverbal
above,thispapers’aimis
to
identifythedistinctivevaluesrevealedby
communicatiOnsintwocountries,SOinthissectionwewillfocusontwomodelsof
culturalstudyandthevalueorientationswhicharemainlyfromtheinventoryofGeert
Hofstede
andMichaelHarris
Bond
andthebasicvaluesofFKluckhohmandF.Strodtbeck.
a
Culturalvaluesaretherelativelyenduringbeliefsthatsocietypossesses
toserveas
standards
forguidingitsmembers’attitude
andbehaviorstoward
7
culturalapprovalinthe
东北师范大学硕士学位论文
society(Rokeach,1973).CulturalvaluesinonecountryareofIenviewedastheguidanceontheindividual’Sthoughtsandacts.Asformsofsocialbehavior,individual’Sconsumptionbehaviorsandcommunicationstylesarealsostronglyaffectedbytheculture,whichthe
onlydoculunxlvaluesplay
alsoindividualbelongsato饵all&Hall,1989).Underthistheory,not
influencetheindividual’Sgreatroleinaffectingtheindividual’Spurchasingideasvaluesstronglyandconsumptionbehaviors,butthesecommunicationstyles,including
comprehensionandperceptionofadvertisingmessage(arensandBovee,1994).Therefore,individualsexposedto
toanadvertisingmessageaccordantwiththeirculturalvaluesarelikelycomprehenditbetterandpossiblyempathizewithit.Inturn,thiscomprehensionand
topersuasion,suchempathycouldleadas,thedecisiontopurchasetheadvertisedproducts
030ddewyn,SoehiandPicard,1986;ZhangandGeld,1996).Thus,thoseadvertisements
advertisedembodyingsuchappeals
products,eventhewillmakepeoplehaveloyalapositiveattitudetowardsthecompany,andbecometheconsumersofthisenterprise.
2.2.1Hofstede.Bond’SValueDimensions
Intheinterculturalstudies,Hofstede’Svaluedimensions,whichincludeindividualismVS.collectivism,powerdistance,uncertaintyavoidanceandmasculinityVS.Femininity,usedtobethemostauthorizedandcomprehensivemodel
producedaofculturalvalues,andhisresearchalsoclearand
notthoroughillustrationofwha.tiSvaluedineachculture.Exceptthat,thistOenhancehisresearchWas
researchinvolvedinChina,andotherorientalcountries.Inorderfindings,M.BondmadeaninvestigationtotheChinesevaluesattheUniversityofHongKong,whichbecamethecomplementtothetheoryofHofStede.
2.2.1.1IndividuaIismversusC0lleefivism
aCulturesdifferwithrespecttothefavorextendedtoindividualautonomy,alongbipolar
tocontinuumbetweenindividualismandcollectivism(Hofstede,1983).Individualismrefers
theextenttowhichasocietyisalooselyknitsocialframeworkinwhichpeoplealesupposedtoonlytakecareofthemselvesandtheirimmediatefamilies,whilecollectivismemphasizescommoninterests,conformity,cooperationandinterdependence.Table2summarizesthedifferentattitudesandbehaviorsbetweenindividualist’S
betweencultureandcollectivist’Sculture.Table2.ContrastsIndividualismandCollectivism
CollectivistsAttitudes
Behaviors
SelfandIndividualistsEachpersonisseparatefrom
inEachpersonispartofchildrenlearnagroup;others;children1earntothink
8tothinkinterms
东北师范大学硕士学位论文
termsof‘‘I’’
Identity
Identityisbased
on
“W_e”
theindividual
Identityisbasednetwork
on
thesocial
Communication
SocialV砒lies
Lowcontext
Hi曲context
Maintain
harmony
and
avoid
Speakyourmindandtellthetruth
confxontations
Decision-making
Personalfreedomismore
Equalityismoreimportantthan
personalfreedomFulfill
,
importantthanequality
Group
Membership
FoHowuniversal
rules;the
process
is
obligations
to
in-group
ale
decision-making
members;important
relationships
important
Conformity
Theindividual
belongstomany
The
individualbelongstofew
groupsbuthisattachmenttothem
isrelativelyweak
Behavior
groupsbutfeelsstronglyattached
to
them
greatly
.
toward
Group
influence
has
on
relativelythe
‘
littleof
Group
influencesthe
in-group
andbehavior
behaviorofmembers
out-groupmembersRelationshipsgroupmembers
with
groupmembers
Relatively
little
differencein-group
in
Bigdifference
betweenin-group
behavior
towardsandand
out-groupbehaviors
out-groupmembers
Competition
Lessintimate
with
in-groups
and
Moreintimatewithin-groupsand
morehostiletoout-groups
tesshostiletoout-groups
Cooperation
Occurswithingroups私well
aS
Cooperate
with
membersof
betweengroups
Valuemeetingnewpeople;meet
in-groupsbutnot、历也members
ofout-groups
Strangers
Formal
and
distantwith
strangers
themeaSily
Self-reliance
Itis
a
pleasuretodo
as
muchby
Peopledepend
on
eachotherbut
yourselfaspossible
should
not
burden
in-group
membersunnecessarily
TypicalRelationship
、
Short-term,
voluntary,lessLong?term,
involuntary,
more
Pattern
intensiverelationshipsintensiverelationships
Action,2001,P.232-233)
(LineUDavis,DoingCulture:Cross-CulturalCommunicationin
2.2.1.2otherValueDimensions
AccordingtoHofstede,powerdistanceindicatestheextenttowhich
9
a
societyacceptsthe
东北师范大学硕士学位论文
factthatpowerininstitutionsandorganizationsisdistributedunequallyamongindividuals.
IIlhigh
powerdistancecultures,positionin
ale
a
hierarchyisconsidered
contrast,inlowpower
to
benaturaland
cultures,
important,and
people
unequal
by
nature.In
distance
peoplearebelievedto
be
equalby
nature.Highpower-distance
cultures
favor
iscomfortablewithminilnunlinequality
considerableinequalitywhilelowpower-distance(Hofstede,1983).
UncertaintyAvoidancemeanstheambiguoussituationandtries
andrefusingtotoleratethis
to
extent
towhich
a
society
feelsthreatened
by
avoidthembyprovidingrules,believinginabsolutetruths
thisaspect,Dou
deviance.In
W宅ilin(2005)givestheexplanations
is
on
dimension,thatis,whenuncertaintyavoidanceindex
as
hi曲,people
tend
to
make
a
lotof
rules,SOthattheymayhave
little
uncertainty
as
possible,andpeoplemayemphasize
to
uniformityanddislikedeviance;whileuncertaintyavoidanceindexislow,peopletend
accept
differences
andfeelmorerelaxedaboutthemselves,and也ey
are
controlled,
easy-going,quietanddonotshow
emotions.
inlowuncertaintyavoidanceculturestend
the
to
According
acceptthe
to
Samovar(2000),people
inherentinlifeand
uncertainty
totolerate
unusual.They
thereshould
sense
prizeinitiative,are
more
willingtotakerisks,alemoreflexible,andthinkthatbeasfewrules弱
islessritual
possible
andtheybelievemoteingeneralists
andcommonandthere
behaviorand
conflict
andcompetitionare
not
threatening.Inoppositeway,high
uncertainty
avoidanceculturestrytoavoid
uncertainty
and
ambiguity
byprovidingstabilityfortheir
members,establishingmoreformalrules,nottoleratingdeviantideasand
behaviors,seeking
which
consensus,andbelievingin+absolutetruths
Masculinityandfemininity
masculine
valuesin
ora
andtheattainmentofexpertise.
donot
meanmenandwomen,butthedegree
extent
to
femininetraitsprevail.Masculinityreferstothe
societytendtowardsassertiveness
towhichthedominant
and
acquisitionofthings
andawayfrom
concernfor
people
andthequality
of
life.Masculinitycomesfrommasculineandimplies
femininitycomes
from
feminine
andstresses
offensivenessandassertiveness,while
maturating,earingattentiontopeople’Sfeelingsandneeds(Dou,2005).Theactingoutof
genderrolestake
influencescommunication.Inmasculinecultures,mendomost
rolein
oftalking
and
anactive
decision-making.Menaretaughttobedomineering
andassertiveand
women
nurturing(Samovar,2000).
countries,especially
Chinathatisinfluencedby
Bondstudiedthevaluesintheoriental
thegreatancientphilosopherConfuciusincultureandvalueconcept,addedthefifth
dimension,Bond’Sshort-termversus
Hofstede’Swords,onthe
long-term
one
valueorientation,totheirvaluetheory.In
long-term
side
findsvaluesorientedtowardsthefuture,like
one
thri姆(saving)andpersistence;onthe
short-termsidefindsvaluesratheroriented
towardsthepastandpresent,likerespectfortraditionandfulfillingsocialobligations.
10
东北师范大学硕士学位论文
2.2.2l(1uckhohnandStrodtbeck’SValueOrientations
Earlyinthe1930s,AmericananthropologistsFlorenceKlucldaohnandFredStrodtbeck(1961)didsomeresearches
identifiedfiveonorthevariationsofvalueorientations.Onthestudies,theyorientationsfivecategoriesofbeliefsandbehaviors(Don,2005).Andfollowingtableistheexhibitionoforientation
Table3andtherelevantbasicvalue(seeTable31.FiveⅧtieOrientations
BasicvalueOrientation
HumannatureBasicallyevilMixture
evilofgoodandBasicallygood
Relationshipto
natureNaturecontrolshumanHarmonywimnatttreHumans
FuturecontrolnatureSenseoftime
ActivityPastPresentareBeing-whoyouGrowing-becomingDoing-whatyou’re
doing
SocialHierarchyGroup。Individual
relationships
(LinellDavis,DoingCulture:Cross-CulturalCommunicationinAction,2001,P.188。)2.2.3EdwardHall’SHigh—andLow-contextOrientation
Asananthropologist,EdwardHall(1959)distinguishesamong
contextculturesonthebasisoftheroleofincommunication.And
ahismaincontributionisthetheoryofhigh?andculturaldimensionthatrangesfromlow-contexttheory,whichputcontextashi曲tolow.
Thefollowingtableistheexplanationofthesetwokindsofculturalvalues:
High-context
EstablishsocialtrustLow-contextfirstGetdowntobusinessfirst
ValueexpertiseValuePersonalrelationsandgoodwillandperformance
contractAgreementbyrelationsandgoodwill
NegotiationsslowAgreementbyspecific,legalisticNegotiationsasefficientas
Kinicki,OrganizationBehavior,2001,p.216)possible(RobertKreitnerandAngelo
2.2.4ConfucianWorkDynamism
referstoeightvaluefactors:ordering,relationship,Confucianworkdynamismdimension
thrift,persistence,shamesense,facingprotecting,personalsteadiness,respectfortradition,andreciprocation.
TheChineseCultureConnection(ccc),agroupofresearchersorganizedbyMichael
东北师范大学硕士学位论文
BondattheChineseUniversityofHongKongin1987,did
a
research,aimingespeciallyat
theChineseculture.Theyfoundthatfourdimensionsofculturalvariability:confucianworkdynamism,integration,human-heartednessandmoraldiscipline.ThreeofthesearecorrelatedwiththoseinHofstede’Sorientations:integrationisrelatedmoraldiscipline
to
collectivism-individualism;
withmasculinity-femininity.
with
power
distance;andhuman-heartedness
111eonlydimensionthatdoesnotrelate
withany
ofHofstede’Stheoriesisconfusionwork
dynamism.
Onthedynamicsideofthis
dimension,wefredvalueorientedtothefuture,such
as
thrift.
Ontheotherend,wefindvaluesorientedtothepastandthepresent,suchas
reciprocation,
faceandtradition.AndinmosttraditionalChineseeyes’,theface—savingiskeyandsensitivefactorin
communication,andthe
conceptoffaceismuchmorepervasiveinChineseculture
thanitisintheUnitedStates.
2.3Researches
on
the
Relationshipsbetween
CulturalValueand
NonverbalCommunications
Afterreading
a
certainnumberofpapers
value
andworks,itisfound
thattheresearches
not
on
the
relationshipsbetweencultural
thorough.Soas
toget
and
nonverbal
communicationsare
systemicand
thelinkbetweenthe
well-knownscholars.
two
areas,thispapergeneralizessomediscussions
andopinionsofmany
Longbeforethebirthof
language,there
isthenonverbal
communications
usedbythe
eye
SO
peopleinthe?originalkampong.Peopleatthattime
usedtoutilizethe
body,facialand
or
movements
toexpress
theirfeelings---love
or
hatred,happy
or
sad,interested
in
boredand
on.SincethepublishofDarwin’STheExpressionoftheEmotion
ManandAnimals(1872),
and
signalsfrom
singlemessageWasfrom
culturalsoil.
theresearchersobservedandrecorded
whicht11ey
down
millions
ofnonverbalhints
a
found
thatmorethan
a
halfoftheinfluencemadeby
thenonverbalforms.Nonverbal
communicationsplantinandgrowupfromthe
and
specialnonverbal
Everyculturalgrouphasitsownnonverbal
mode.That
verbal
alsomeansthatthesame
behaviorindifferentculturesshould
thereare
givedifferentmeaningsandgetvarious
understandings.In
addition,when
conflictsbetweenandnonverbalbehaviors,
one
peopletend
instinctive
toaccept
thelatterone,becausepeoplebelievethenonverbal
easily.Ifthecontentofverbal
on
ismorenatural,
could
andcannotbecamouflaged
communications
becomeambiguous
communications
becauseofthedecoration
thespeeches,toneandgranlnlar,nonverbal
willbe
moreexacttoshowtheinneractivitiesofthe
one
communicators.Andat
matchthenonverbal
thesametime,intheperspectiveofefficiency,theprevious
cannot
one(YangPing,1995).So
aS
EdwardT.Hall
pointed
12
out,“oneofthemosthighlyelaborated
东北师范大学硕士学位论文
formsofinteractionsisspeech,whichisreinforcedby
toneofvoiceand
gesture”饵all,1959:
p.39).
Itcouldbesaidthatnonverbal
communication
iscultural-specific.AccordingtoSamovar
(1985),nonverbalmodesarecategorizedintotwobasicways:first,culturetendstodetermine
or
thespecificnonverbalbehaviorswhichrepresent
state
symbolizespecificnotions,feelings
or
ofthecommunicators;second,culturedetermineswhenitisappropriate
variousfeelings
or
todisplayor
communicate
internalstates,whichisparticularlyevidentinthedisplayof
emotion.IIlFast’S(1975)opinion,non-verbalbehaviorscomefromthreeways:oneisinheriting,whichmeansthatthe
behaviors
aretransmittedfbomgeneration
or
to
generationby
language
genes;thesecondwayiscalledacquisitionlearning,justlike
to
the
second
acquisition,whichisthemostculturaldominant;thelastwayisimitatethebodymovement
andgesturesofotherpersons,whichisinvolvedinmanyinterculturalfactors.
source
Inthepresentworld,itseemsthatthetheoryofFastcouldexplainthe
of
nonverbalbehaviors
morereasonably.Thenonverbaladvertisementsinthemagazines,
notonlyexhibitacertain
newspapers,postersandbrochures
nativeknow
cultureandvalueconceptofthe
to
people,but
alsobecome
a
channelforpeoplefromdifferentcountriesandcultures
andunderstandeachotherbetter.
趾l
inall,nonverbal
behaviors
comefromand。expressculture,and
are
becomingthe
by
important
nonverbal
partofculture.Atthe
a
sanle
time,advertisementsembodyandaredominated
advertisements
as
culture.Therefore,taking
certaintypeofthe
example
to
analyzethe
behaviors
oftwo
countries
fromcultural
perspectiveandto
be
a
getthedifferences
and
similaritiesofculturalvaluesinthese
’rhesmallertheworld
twonationswill
greathelpforculturalacquisition.
becomes,themore
conflictstherewillexistinvariousand
a
differentcultures.When
internationalmarketing
nativeculturalvalues
a
company,especially
multi-national
enterprise,promotesan
activity,whattheyconfrontaretheconflictsandcrashesbetweentheandothercountries’.Thevalueconccptandbehaviorsofdifferent
exactideaof
cultural
background
makethesecompaniesandtheirtargetconstlmersfeelitmoreandmore
thecontent
complexandthornytogetthe
and
formof
advertisements
from
anothercountry.
Therelationship
between
culture,especiallyculturalvalue,andadvertisements,to
toeach
use
some
extent,just
likesthemixture.Theymeltintoeachother
or
andspread
comerofthelife.
Peoplereceiveacceptthevalueunconsciouslyandgradually,and
thisvaluetodirect
theirlife.Eachpartoftheadvertisementsalwaystriestoconveyandcopysomeculturalthoughtandphilosophyintheirknowledgeable,technicalarea,andshowandreflectthedeepculturalprecipitatesofthisnation.
2.4PreviousResearches
on
Cross—culturalValueandAdvertisings
13
东北师范大学硕士学位论文
2.4.1Cheng’SResearchCheng
on
CulturalValuesinAdvertisements
ofresearches
on
on
Hong(1994)hadaseries
theculturalvaluesreflectedinChinese
advertisements.Bydoingresearchesabout570Chinesemagazineadvertisementsfromthe
1980sto1990s,hefoundthatmodernity,technologyanddualityarethe
predominant
value
factorsintheChinesemagazineadvertisementsduringtheSchwartzermade
a
ten
years.In1996,Chengand
contentanalysis
ofmorethan
a
thousand
Chinese
core
andAmerican
television
commercialsfrom
1993.Theyidentifiedtheeightkindsof
valuefactors,thatis,family,
technology,tradition,enjoyment,collectivism,economy,modernity,and
both
Chinese
and
the
U.S.television
youth,dominated
Chinese
advertisements.Comparingwiththe
advertisements,enjoyment,individualism,economy
in
the
andbeautyarethemainvaluesexisting
American
advertisements.Inaddition,thecomparisonofthedominantvalueshowed
thatbothmodernityandtraditionwereusedsignificantlymoreintheChineseadvertisements.111atmeanstheChinesecommercials
resort
more
to
commercialstend
symboliccultural
values,while
American
to
usebomthe
symbolic
Model
andutilitarianvalues.Table4is
theframeworkof
Cheng’Sresearchmodel.
Table4Cheng’S
CulturalV甜ue
ofCodingCulturalValuesinAds
OperationandExplanation
Toemphasizethatpeoplewillbemorebeautiful,attractiveandelegant
or
Beauty
handsomebyusingtheproducts.
Colleetivism
ToTo
emphasizetherelationshipbetweenindividualandhis/herreference
istheessentialpartofthewhole.
are
group,andindividual
Convenience
emphasizethattheproducts
easytoget
and
to
use,forall
kindsof
people.
Courtesy
To
use
somewal'nl,friendlyandsincerelywords
toexpress
theseller’S
politeness
andfriendliness
totheconsumersintheads.
to
Economy
TO
emphasizethattheproductsarecheap,affordableandworthy
the
00nsl肛nerS.
Efficiency
Toemphasizethattheproductsownspecialhelptheirconsumersreachsomegoals.
or
greatpower
or
functionto
Family
Toemphasize
thelove
between
familymembersandtheusefulnessto
everydaylifeofthewholefamily,forinstance,thelove
between
couples,
brothersandsisters,andgrandparents
Health
etc.
Toemphasize
active,healthy
thatbyadvisinguSingthisproduct,takers
willbe
more
and
strong.
theuserofthisproduct
Individualism
To
emphasizethat
toothers.
focus
on
self-reliance,Or
willbe
special
14
东北师范大学硕士学位论文
Magic
Toemphasizethemagicutilityoftheproduct,forexample,makeyoustrongandyoung.
Modernity
Neatness
Toemphasizethattheproductistotallynew,fashionable.
To
emphasizethecleannessintheproductionprocess.
QualityToemphasizethehi曲quality
or
andtechnologyoftheproductbymentioning
thehigh-levelawards
Respective
awardsfromgovernmentalorganizations.
or
ToToTo
expresstherespecttotheelderpeoplebyusingsomeoldagemodels
askfortheelder’Sadvice.
Safety
SocialStatus
emphasizetheproducts’sanitationandsafeness.emphasizethattheproductCan
or
willimprovethe
users’social
status
of
andprestige,suchas,nobility,fashionandprideaccompanyingtheusing
thisproduct.
Space
ToToTo
emphasizethedistancebetweenoneindividualandothersinasceneora
‘
room.
Tradition
emphasizetherespect
topast
or
experience,tradition
or
customs,andthe
long
Uniqueness
andremarkablehistorysomelegendsabouttheproduct.
emphasizehowuniquetheproductis.
user’s
Youth
Toemphasizetheworshiptheyouth,bydescribingthethe
sanle
lifestyle,at
time,emphasizingthewishtomakepeopleyounger.
paperwiththe
The
above
table
providesthis
basicmodelfortheresearch
on
value.10adednonverbalcommunicationsinAmericanandChineseadvertisements.
2.4.2OtherResearchesIn
Oil
Advertisements
anotherresearch
on
theChinesemagazineadvertisements,McIntyreandWeiin1998
on
didtheirresearchesbasedtheanalysesofChengandSchweitzer’S
not
framework.They
included
removedsomevalueelementsthattheythought
relevant
toeasterncultureand
somevalueelementsfromotherorientalcultmalstudiesofvalue,andmostofwhichfocused
on
theJapaneseadvertisings.As
a
result,theirfinalcodingsystemcontained29typesof
SO
values,includingcollectivism,family,individualism,modernity,healthandexamining
a
on.After
totalof1150magazineadvertisements,theycoulddetect
across
a
noticeabletrendof
into1975—1985,
thedistributionofculturalvalues
1986-1989,1990—1992reflectedthe
thefour
timeperiods,categorized
and
1993-1995.Andthatstudysupportedtheideathatvalues
advertisings
changeinculturalthroughadvertisingappeals.
core
value
on
Eachcultureisdistinctinitspatterningofvalue.Identifyingandlocatingthe
ineachcultureis
a
particularlyimportanttaskfor
15
a
comparativestudyofcultures.Based
东北师范大学硕士学位论文
theirresearchin1994,PanetallistedsixkeydifferencesbetweenChinese
cultures.ThesedualisticcontrastssummarizethedistinctquantitiesdifferencesandtheU.S.twobetweencultures.SuchdifferencesarecorrelatedwiththetheoriesofHofstedeandKluckhohntosomeextent;andontheotherhand,thetheorybyPanetalprovidesamoreconcretereferenceframeworkforthecomparativestudiesofChineseandAmericanculturalvalues.Now,thesixkeydifferences
First,thearelistedasfollows:stressesonactiveAmericanculturemasteryintheperson-naturerelationship,whiletraditionalChinesecultureemphasizespassiveacceptanceoffatebyseekingharmony、航t11nature;second.theUSculturetendstobeconcemedwithexternalexperiencesandthe
andfeeling.
onworldofthings,whileChineseculturefocusesoninnerexperiencesofmeaningThird,theUScultureischaracterizedbyanopenviewoftheworld,concentrating
andmovement,whileChinesecultureistypifiedbyachangeclosedworldview,prizingstabilityandharmony.Fourth,theUScultureplacesprimaryfaithinrationalismandisorientedtowardthefuture,whiletheChineseonetestsonkinshiptiesandtraditionwithahistoricalorientation.Fifth,theUSculturefocusesonthehorizontaldimensionsofinterpersonalrelationship,while
onthatofChinaplacesmoreweightverticalinterpersonalrelationships.Finally,the
oneUScultureemphasizestheindividualpersonality,whilethetraditionalChinese
heavilyaweightsperson’Sresponsibilitytohisfamily,elanandstate.
reflectedintheIn2001,C.A.LincheckedculturalvaluesAmericanandChinese
isthatadvertisings,through
Chinesedoingtheanalysisonabout400TVadvertisements.Herfindingsoftenthandoesthesamplesutilizesthefollowingculturalvaluesmore
sevenAmericanorones:first,thesoft-sellappealinproductcategories;second,thevenerationelderly
traditionappealinsixproductcategories;third,theoneness诵mnatureappeal
oneintwoproductscategorizes;andfourth,thegroup
category.Inopposite,theUSsamplesuseconsensusandstatusappealseachinproductthefollowingculturalvaluesmorefrequently:first,
orthehard-sellappealinsixproductcategories;second,thetime—orientedandindividual
independenceappealseachinfiveproductcategories;andthird,theproductmeritappealinthreeproductcategories.Those
alefmdingsindicatethattheportrayaloftraditionalChineseculturalvalueremainsrelativelystable.Nevertheless,tinychangesinculturalvalueandadvertingstrategiesvisible.Especially,theyouthormodernityappealthatreflectsthe
westernizationaswellasthemodernizationtrendinChinaseemsasprominentlyshowedinChinesecommercialsasintheAmericanones.
2.5TheRelationshipbetweenAdvertisementsandCulturalValuesInZhangJiaping’S(2006)opinion,aclassicadvertisementshouldowntheconnotationwiththeculture,eventhevalue,andalladvertisement
16shouldalsobeakindofexpressionof
东北师范大学硕士学位论文
theencyclopediaofthewholeworld,whichshowsanation’spolitics,economyandculture.
andschoolsareAlthough
functioningastheinstitutions,forexample,family,church,military,courtsvaluetransmissioninstitutions,amongtheseinstitutions,accordingtoPolly
isone(1983),advertising
Theoftheinstitutionsthatearlyoutthefunctionofvaluetransmission.
rolereasonsforhisargumentsare舔following:first,unlikeotherinstitutions,such嬲,family,church,military,cA)urtsandschools,advertisingistheonlyinstitutionthatplays
aamajorinthemassmedia;second,itistheonlyinstitutionwith
scientistsworkingcontinuallytocadreofappliedbehavioralaenhancetheeffectivenessofitsinfluence;third,itisuniqueinstitutioninthatitpossessesnowell-organizedandacceptedprerogativesforitsculturalrole
anmakingallofitsculturalinfluenceethicallysuspect;fourth,whilemostinstitutionsplay
inherentlyeonservativerole,preservingroleofadvertisingistoprecipitateandprotectinglong-establishedreceivedvalues,theaschangeofbehaviorsandstandardsforbehaviorswell17
东北师范大学硕士学位论文
ChapterIIIMethodology
3.1Research
QuestionsandHypotheses
Whenthis
research
researchisdesigned,twoquestionsandthreehypothesesareputforward.111e
areas
questions
following:
Researchquestionl:Will
two
countries’culturalvaluehaveSomeinfluence
on
the
differencesandsimilaritiesinthenonverbalcommunicatiOIlS.
Researchquestion2:Cansomenonverbalbehaviorscarrythecounterpartvaluesintwo
cultures.
mU.S.andChina
ale
different
notonly
inthedevelopmentofcultureandvalue,but
alsointhedevelopmentofeconomy.Sincethe
Second.WorldWar,theeconomyin
ne
a
U.S.
hasbeguntosoar,businessactivitiesincreasedgreatly,SOdidtheadvertisings.Aspot,111eU.S.has
a
melting
populationfromvarious
races
andcountries,Sothere
are
differentvalue
systems,whichcrashesintheadvertisements.Gradually,theseconflictsandcrasheshave
been
adjustedand
American
arbitrated.Andsomerepresentativeadvertisementsemergedandshowed
value.InChina,thesituationismore
a
kindof
complex.In1979,Chinaadopted
afterthen.
OpenPolicyandEconomicReform.And
advertisementsunderwent’greatchange
Ouranalysiswillnotinvolvethesamplespickedoutbefore1979.田1ereasons
are
statedas
following:first,thoseadvertisements’goalswere
not
toencouragepeople
topurchaseornot
consume;second,at
third,due
reflected
to
thattime,theconsumption
areaon
on
the“luxury'’goodswereadvocated;
not
theconfmed
ofproductsandtheiradvertisings,thevaluecould
onlytakethe
be
adequately.Based
to2007.
above
reasons,inthisthesis,we
advertisements
from1979
AlthoughtheadvertisingsinChinaare
Chinese
not
maturewhencomparedwiththe
Americans’.,
and
Jhally1910
advertisementshavetheirowncharacteristics
anddevelopmentprocess
and
styles.Leiss,Kline
(1990)dividedtheevolution
ofAmericanadvertisingfromthe
theadvertisementsfocused
to1980intofoursteps:productinformation,productimage,personalityandlifetheypointedoutthatonlyinthefirststep,the
contentof
style.And
on
the
to
meritsandusagesoftheproduct,whiletheotherthreestepspaidmoreandmoreattentionthesymbolicmeaningsandvalues.Therefore,thisanalysis,whichisbased
on
foodanddrink
advertisements,willbefoodanddrinkads.
a
goodwaytoanalyze
andcomparethedifferent
1R
culturesembodiedin
东北师范大学硕士学位论文
Based
on
theearlyfindingsofthisresearch,threehypothesesareproposed
to
makethis
researchprocessmolesensibleandexplicit.
Assumption1:ComparedwithAmericanadS.theadvertisementsinChinatendthenationalconditions
or
toshow
thehistoricculturalvalue
Assumption
similarities
or
2:Becauseofeconomic
andculturalglobalization,therewillbemole
kindofassimilationinculturalvalues
3:Therewill
betweenthetwo
countries..
Assumption
possibilityof
a
bekindofdiminutioninculturalvaluedifferences
or
the
fmalcombinationoftwocountries’culturalvalues
duetoculturalassimilation.
3.2Research
Methods
out
Amongtheresearchmethodsthatareoftenusedtocarry
analysisanddata
similarstudies,content
analysisareadopted
inthisresearch.Thisresearchdrawsitsconclusion
fromthequalitativeandquantitativeanalysisofthefindingsobtainedfromfoodanddrinkads.
,nlequantitativeresultsofThecontent
data
analysis
call
maketheanalysismorescientificandreliable.
analysis
is
adopted
atthesanletimeduetoits
advantagesofgivingclearer
content
qualitativeresults,thatis,first,accordingtoanalysisapproachtraditionally
AI—OlayanandKarande(2000),the
to
focuses
on
advertisingcontentidentifywhichcultural
similaritiesanddifferencesaremanifestedinadvertising
contentacross
differentmedia
or
countries;second,content
behaviorsofthead.vertisers
analysisis
an
appropriatemethodforexaminingthe
not
advertising
or
messagesandthemodeofmessagepresentation,but
or
forthecharacteristics,opinions
audiences(Kassarjian,1977).
methods,the
ethnographic
As
forotherresearch
approachusuallyfocuses
they
select
onor
multinational
specialized
advertisementstoinvestigate
strategiesto
why
or
howstandardized
advertising
advertisetheir
productsindifferent
Belk
countries(Shao,
Zhou
1999),andsuchmethodsassurvey,interview,andexperiment,as
and
pointed
out,
aremorefrequentlyusedtoexaminehowlocalconsumersinterpretandrespondtotheadvertisingsthatcontainglobal
makethisresearchmorepapers.
or
local
characters.Sincetheotherresearchmethods
even
will
complicatedand
harder
to
moveon,t11eyare
not
usedinthis
3.3SamplesCollection
Inthisstudy,wetake180
advertisementsfrom
two
countries’advertisings嬲research
postersandmagazines
on
samplesrandomly,andmostsamplesareelectronicsamplesfromtheIntemet,andthe
pictureswith
rest
samples
are
originallyinpaperform
andthentransformedinto
photo
camerabythewriterofthispaper.
19
东北师范大学硕士学位论文
Itneedstobenoticedthat,first,theadsamplesinthisresearchmustcountriesrespectively,andtheirexpectedaudiencesalsomustbethe
befromthenative
native
speakers,thereby
the
multi—national
sources
corporations’advertisementsdoneinothercountrieswillbeexcluded;ofadsamples
over
ale
second,the
someofficialwebsites,orsomemagazinesandposters
somelocalfoodanddrinkadvertisements
whichCanbeboughtall
not
the
country,so
will
beexamined
as
here;third,duetothedifferencesinlivingstandardandlifestyle,such
Call
elements
not
forms,typesandnumbersoftherepresentativefoodanddrinkadvertisements
be
wellcontrolledandkindof
adjustment
hastomadesometimesinordertomakethis
researchlesscomplicated;fourth,onlyseveraltypesoffoodanddrinkadvertisements
a
within
specific
number
ofyearsaredealtwi也inthisresearch
because
ofthefasteconomic
progressineachyear,therebythesampleanalyseswillbecomparativelyconstantandmore
scientific.
Besides,intheabovesamples,thefoodanddrinkadvertisementspreparedforspecific
promotioncampaigns,forexample,thefoodanddrinkadvertisementsforMid-autumnFestivalandChristmas,ale
excluded.msamplesinthisresearchwill,tosomeextent,reveal
countries.Moreover,We
shallignoretheseasonalelements
on
thecommonsituationsinthetwoinfood
and
drinkads,becausetheseasonaldisparityhaslittleeffecttheinterpretationof
culturalvaluesinfood
anddrinkads.
anindependent
unitinthis
are
Eachsampleistreatedasanalysis,andtheadsamplesfrom
not
thesamebrandofproductandthesameperiodoftimetheanalysis
includedinthisresearch,and
wiUnotbedisturbed
bysome
redundant
information.
3.4Instruments
Thecodingmodel
design
usedindatacollection
andanalysisismainlybased
ofCheng’S
on
Hofstede’SValueDimension(1983)andthe
originally
framework
on
researchwhichWas
established
on
thestudiesbyPollayandMuellerintheculturalvaluetypes
wellassomeresearches
et
expressedbyChu
advertisementsas
cultural
value(Bondetal,1987,
and
Ju,1993;1973,Srikandath,1991,Tse
al,1989,Xu,1990).Table
5isthecoding
modelusedinthisresearch.
\
AdventureBeauty
Table5CodingModelinThisResearch
Body
Gesture
Movements
Facial(%)
Expression
Clo也es
AppearanceLogo
Touch
(呦(呦
(%)
(%)(%)
Collectivism
东北师范大学硕士学位论文
Competition
Economy
Efficiency
Enjoyment
Family
Health
Individualism
Leisure
Modernity
Nature
Obesity
Avoidance
Politeness
Popular
Quality
Respect
Safeties
Sexuality
Socialstatus
Technology
T】砸ition
Unique
Wealthy
Wisdom
Youth
Ⅳ=Value
Based
reliableonfactor,N=NonverbalBehaviors)Cheng’SFramework,weputsomenewfactorsintomakeOuranalysismoreandreasonable.Andthefactorsaddedinale:adventure,competition,enjoyment,
appealsofindependence,family,nature,obesity
popuhfityandavoidanceandwisdom.Hereinto,theuniquenessCanbeincludedintheindividualism—collectivismdimension;the
coversdimensionofpowerdistancetheappealsofsocial
tostatusandindependence;theanduncertaintyavoidancedimensionCanbeappliedexplaintheappealsofmodernity
coverswisdom;andthedimensionofmasculinity-femininitytheappealsofcompetition,
wealthandattractiveness.Anewappealsofeconomy,socialstatusofthedimensionoftheConfucianworkdynamismincludestheandStrodtbeck’Svalueorientationonenessandtradition.KluckhohnrelationshipofhumantonatureCanbeusedtoexplaintheappealsof
21with
东北师范大学硕士学位论文
nature,modernityandtechnology;finally,timeorientation
traditionandyouthand
SOon.
covers
theappealsoftechnology,
Inthismodel,thedependentvariableisthe
differenceofthenonverbalbehaviors
existinginthef.00danddrinkadvertisementsofthetwocountries,andtheindependentvariableisthedifferencesintheculturalvaluestypes
betweentheU.S.and
also
China.Besidestha:t,the
as
and
sources
offood
anddrinkadvertisementsCanbe
seen
twocontrollable
variationstohelpwiththisresearch.
The
analysis
isdone
on
the180samplesfromthe
two
countries.According
to
Srikandath
(1991),inthecodingprocess,the
mainlyfromthefirst
or
coderstrytofindouttheleadingvaluesineachsample
deepimpressionofthe
or
sample
on
thecoders
asa
whole
or
bysome
keyfactors,thatis,theintendedmessages
一
culturalvaluescarriedbythe
calculatethe
sampleads.
ofthe
In
addition,Microsoft
Excel
is
usedto
numberandfrequencyof
value—loadednonverbalbehaviorsineach
quantitativeanalysis
Call
country’S
food
and
drink
ads.Thefindings
explainsomepartofthequestionsandhypotheses
ofthisresearch,
whiletheotherpartofthisresearchspecificsamples.For
Can
onlybesupportedbythequalitativeanalysisof
a
example,some
further
valuefactorswhichhave
greater
influence
on
the
nonverbal
behaviors.乃e
content
analysis
on
thevaluefactorsinnonverbal
behaviors
Can
explainanddescribethe
similaritiesanddifferencesofculturalvaluesinnonverbal
communic撕Ons.
In
contentanalysis,weneedtodescribe
thepurpose,timeandformofeachsample,and
tothevalue
thencomparethenonverbalfactorsintheabovemodel
to
behaviors
in
one
samplewithanotheraccordingand
distinguishthedifferencesandsimilaritiesofthesesamples.At
etal
thesametime,boththevaluedimensionsofHofstedetheframeworkofChengHong
(1994)will
T0
beusedtodothecontentanalysis.
ofthesameperiod
ale
bespecific,representativesamplescomparedfirst,andthen
compared
and
with
allsamplesofthisresearch.Threegroupsofrepresentativesamplesarechosen
eachgroupcontainstwo
or
analyzed,and
foursamplesofthesametypefromthetwo
countriesrespectively.Detailedcontent
analysiswill
bedonein
ChapterFour.
东北师范大学硕士学位论文
ChapterIVFindingsandDiscussions
Althoughtherearemanyformsofnonverbalcommunicationsinvolvedinfoodanddrinkadvertisements,forexample,bodymovements,eyecontact,touch,smell,paralanguage,spatialandtemporallanguageetc.,thisresearch
picturesofnonverbalcoversonlythestaticandichnographicandsuchnonverbal
clothingandcommunicationsinfoodanddrinkadvertisementsbehaviorsasbodvmovementsareanalyzedinthisresearch.Inaddition,the
appearancesofthecommunicators
belonginfoodanddrinkads。whicharealsoimportantformsofornonverbalcommunications,callreflecttheattitudesasvalueorientationsofthenationtowell.Moreover,thelogosofthecompanies.asformsof
nonverbalcommunicatiOILS,cannotonlyexhibittheircorporationcultures,butalsohelppeopleidentifythecultures.andtheculturalvaluesofthecountriestowhichthosecompanieswhichthecommunicatorsbelong.
Inthischapter,theresultsofthisresearchareshowninT{lble6andTable7first,and
out.thendataanalysisandfindingsarepresemedbeforethefRrtherdiscussioniscarried
4.1Findings
ThiSonDataAnalysisfromthecomparisonandcontrastofnonverbalcommunicationsinsamplestofindoutthedifferencesandsimilaritiesfromtheperspectiveofculturalvaluesofthetwocountries,andthentotheinterpretationandexplanationforthedifferencesandanalysisgoessimilaritieswiththehelpofthetheoriesinculturalstudy.
Dependentvariablesincludebodymovements,appearance(excludingclothesinthisresearch)clothing,logosorimages.Theywillbevariousanddifferentduetotheculturalvalues
fiveloadedintothoseformsofnonverbalcommunications.Independentvariablesincludespecific,28factorsinthisadjusteddimensionsandorientationsingeneral,tobemore
111eresultsanalysis,whicharecomparativelyconstantfactorsofculturalvaluesinthisresearch.andfindingsofthisresearchCanbeshownintheFollowingtwotables(Table6andTablen,thefrequencyandnumberofnonverbalcommunicationusedinfoodanddrinkadsamplesaremoredifferentinfacialexpression,clothesand
andChinesecultures.AndthedenominatoristhetotalappearancebetweenAmeriCallchosenamountofads,whicharerandomly,thatis180.whilethenumeratoramount
tables,weoftheusefrequencyofacertainnonverbalbehavior.Therefore,fromfollowingtwo
behaviorwhichiscallseethat,inChineseads,thenonverbalrestareclothes(131.1),facialexpression(114.2),touch(90.6),logos(88.3)andappearance(76.4)listedaccordingthetotalfrequency.、ⅣhiletotheadsoftheU…Sthenonverbalbehaviorusedmostfrequemlyisusedmostfrequentlyisthegesture(179.0),thentheappearance(221.4),andtherestaregesture(195.0),facialexpression(171.8),touch(81.1)clothes(75)andlogos(15.5).Fromthesedata,itcanbejudgedthatthesetwocultureshavesomedifferences(fromappearance,clothesandlogos)andsimilarities(gesture,facialexpression).23
东北师范大学硕士学位论文
\
AdventureBeauty
BodyGesture
Movements
FacialExpression
Touch
Clothes
Appearance
Logo
(%)
0O31.116.20018.91.40.25.419.3O00
(%)
0024.313.4O007.3018.100O0
(%)
2.48.60O0O0O.1O021.914.9O0
0
(%)
(呦
O3.11.1O.300O0.20.100.3018.30
(%)
O17.9000023.50.90.2022.600O
24.400OOO2.5OO0.30010.1
CollectivismCompetitionEconomy
E伍ciencyEnjoyment
Family
Health
Individualism
Leisure
Modernity
Nature
Obesity
AvoidancePolkenessPopular
14.80015.3O5.711.2029.5OO00
12.6OO13.8O1.1O00OOOO
32.90012.4003.80O00OO
02.400006.7O47.413.32.8010.6
00.8
●
O
1.500013.800015.4O8.6
1.7O002.7039.816.50O3.4
.。
Quality
RespectSafetiesSexualitySocialstatusTechnologyTraditionUnique
WealthyWisdom
Youth
弋
AdventureBeauty
BodyMovements
Gesture
Touch
FacialExpression
Clothes
AppearanceLogo
(%)(%)(%)s
(%)
O4.1022.7O
.
(%)
0000O
(%)
019.5012.8O
5.722.10OO
O57.910.20O
00OO0
CollectivismCompetition
Economy
东北师范大学硕士学位论文
EfficiencyEnjoyment
Family
Health
0.226.3013.537.317.5OO11.8
O022.3019.7O00O
O46.200035.80O1.2
0001.4016.2000
00O.913.80O034.933.6
O00000
Individualism
Leisure
Modernity
NatureObesity
Avoidance
PolitenessPopular
012.58.309.322.86.401.80O0.50
0OOOO39.1O0O00OO
0O32.6O15.21.5O000008.2
can
00OOO000
09.20022.802.700O0.2
‘
0O1.6OOO0O4.2?19.700O
Quality
RespectSafeties
Sexuality
SocialstatusTechnologyTraditionUnique
10.9
0O012.7
be
seen
WealthyWisdom?
O35.2
场uth
valuefactors
Fromtheabovetwotables,it
are
that,inChineseads,themostobviousthree
tradition(116.7),politeness(61.1)andenjoyment(56.5),whileintheadsof
theU.S.theyarebeauty(103.6),enjoyment(72.5)andsexuality(63.4).So,itCanbeknown
thatinChina,traditionisusuallyattachedtothenonverbalcommunications;whileinAmerica,it
is
beauty.However,enjoymentsinboth
countries
ale
attached
to
thenonverbal
communications,whichshowsomesimilaritiesinthetwoculturalvalues.ItcailbefoundthatinChina,theIeadingvaluefactorsmorefrequentlyloadedintononverbalcommunicationsalefamily,tradition,youthandmodernity,whileinAmerica,thoseale
economy,healthandyouth.Inaddition,fromtheperspectiveofrawmaterials.productionprocessandproducttypes,thefoodanddrinkinChinaismoretraditionalthanthatof
enjoyment,individualism,
Chinesefood
America,which
adsemphasize
call
alSOexplainwhynonverbal
communicationsin
our
and
drink
analysis,thereisalsoaninteresting
phenomenon,wefindthat,ononehand,Americanstendtoemphasizetheeconomy,e伍ciencyandaspectsint11eirfoodanddrinkadS,ontheotherhand.theyhatetheobesitythatthiskindoffoodanddrinkbringstothem.Andthiscontradictionisseldomseen
moretraditionalvalue.From
enjoyment
inChina.
Youthistheonlythe
common
value
factor,which
is
shared
bytwo
countries’nonverbal
communicationsinfoodand
reason
drink
isthattheaudiences
advertisements.Accordingtotheobservationsandanalysis,andconsumersofmostproductsaremainlyyoungpeople
cannot
today.And也einfluenceofidolsintwocountries
Fromthe
be
ignored
as
well.
above
statistics,itcouldbeknownthat,comparedwithAmeriCansamples,
avoidance,
Chinesesamplestendtocarrycollectivism,hi曲power
distance,low
uncertainty
东北师范大学硕士学位论文
andlowmasculinityinnonvcrbalcommunication
OnConfucianwork
dynamism,it
ls
obviousthatChinesepaymoleattentionontraditionandcustom,althou出Americansare出sointerestedintheirhistoryTotherelationshipbetweenhumanandnatureandtimeorientation,
dietwo
countriesaresimilartogreatextent
Thesubtle
situation
can
ofthe
relationships
between
cnltttralvatucand
IlOnVerbal
communications
beexplainedfalrtherbymoredetailedcontentanalysisinthefollowing
partsofthischapter.
4.2Findings
4.2.1
on
ContentAnalysis
BodyMovementswithCollecfivismvs.IndividualismDimension
researchBodymovements,whosetechnicaltermIskinesics,coveralargearea
moreconcernswi山morecommonlyusedbodymovements。suchas,postureⅥ1吐1impliedgesturefacialexpressionandtouch
ms
The出僚renccs
andsimilaritiesofbodymovements
vs
8re
stronglylnfluencegbyculturalfactorsunder
colieedvismindividualism
dimension
4.2.1.1PostureswithImpliedGestures
Posture,diewaypeopleholdtheirbodieswhentheysit,stand
or
or
walk,cansendpositive
to
negativenonverbalmessages.Whencommunicating,peopletend
a
orienttheirbodies
And
towardothersbyassumingsignsof
a
certainStarrlCe
as
or
posture
or
Posturalhintsconstituteveryeffective
person’sinllerstate
well
aS
his
herbehavioralexpec乜tionsofothers
posture
oftencommunicatesinformationaboutpeople’ssocial
feelingsofsubmissiveness,anddesiresto
status,religiouspractices,
maintainsocialdistance,tomentiononlyseveral
areas(Dou,2002)
SomeposturesinthesamplesofthisresearchhavetheflmctionofimpliedFigure1
gestures(see
and
Figure2、
妇
【暑
H畲
Figure?1
bot【leoftea
on
黪,1警麓
Figure‘2
one
Intheabovetwopictures.thefirst
is
an
advertisementfor血ePresidentIceBlack
TeaHere.diemodelputsherarmout,keepsitforward
and
turnsher
palmupwardwith
Interest
a
itwhich
ca_rl
be
seen
as
a
posture埘血impliedgesture:“Please.tryit
s
1
stronglyrecommend1ttoyou”ThisbehaviorwillarOUSetheaudience
a
and
produce
feeling
totryit,andevenaccepttheproductimmediately.InChina,itisnormal
or
tosuggest
or
introducesomethinggoodtopeoplearoundtoastranger,forpeopleliketo
sharegood
tothe
feelingandgoodchinkstogether.Thispostureismeamngf_Ill,helpfulandacceptable
audiencesandconsumersForitcarriesmorevaluefactorsincollectivismdimensionwhich
东北师范大学硕士学位论文
c曲befoundinChincsccIll眦
nesecondoneisanearlyadforCocaCola,thebiggestbeveragegroupintheworld,andthisadsampleisalsoconsideredasananworkorashowofanera’scultureandvalueconceptoftheUSInthissample,thereisayoungwo∞tlanfullofyouthflllspirittogetherwithacottrser'whichisthetypicalAmericanview.nmwesternspiritspreadstoeachco/TierofAmericancultureTheyoungwolllallholdSthebottlewiththebottlemouthd证ectIngather.Thehandmovementisgentle,andtheIndexfingerbendsaIialebit,mlofthesedetailstellusthatshelikesandenjoystheproductFromthispeintofview,itcanbeknownthat也erecommendationisconveyedthrou曲therelaxedposturewithself-enjoymentInfact,InAmericanculture,itisforbiddenorrudetosuggestyourfavoritedrinksorfeelingstosomeoneelse,whichc2trlbeseenasakindoftrespasstoonler’sprivacy.Sotheadver缸sememcanworkonlythrougllthismethodPeoplegeeitandthink“alfight,maybeIcan廿vit1ikeher.”ThentheindividualisminAmericanculturecanhiterprettheintendedmessageconveyedinthisposture
Aceordhagtotheconfucianworkdynamism.afemaleshouldc删herselfwithcivliwandself-effacementinpublic.soitisconsideredasrudenessandlevitytoputbotharmsoutanddosomeactions(exceptusingtwohandstodeliveroracceptthingstoshowthere8pem)Therefore,IntheChineseadvertisementthemodel1usttakesonearmoutandkeepsanotheroneinvisibleorputsitdownnextto也ebody.InChin&putthehandorhandsatthehaunchlsselm髂athreateningaction+andwomanwhohasthatpestttrcwillbeconsideredasatennagmlt.orwillbelaughedatordisparaged,andevenbethoughtasilliterateOwingtodifferentvalueconcept.thispostureisnormalinAmericaandwithoutanythreateningmesmgeWomenwiththisposthrewillbeconsideredasbrave,wise,smartandhatelligent,wlthsomekindofself-expressionSothisposturcisshownin山eCoeaCola’sposter,whichalsomatchestllecalturalbackgroundofthenonverbalcommmficationinAmericanadverdsement
巍▲—■_
lqgure一3Irigure-4
InordertomakeoRrresearchmorereliableandsciemificnowanothertwos甜npleswillbeexaminedIntheleftadvertisement.山eChillesegirl’snonvcrbalcommunicationsafetakinguptheinstant1100dlewithchopsticks.andthedirectionofchoDsticksistowardher.ThebowlIteats
AmericanotherarmkeepsholdingtheseelnsthatsheandenjoysthefoodJustliket}le
adverdsementabove.thisisash'atc-gYtoattractconslll/lers’attentiontotheproductbysettingallexampleThrou曲ourdescription,peoplebegintomatchthissituationtoourillustrationofCocaCola’sadverdsementThetwotypesofnoDverbajcommunicationsallrefertoself-enjoymentHowever,thereisadetallweneedtopayanentionto,thatis,thebackgroundoftheFuManDIioInstantNoodleTherearetwoother僻l_sonsasakindof
东北师范大学硕士学位论文
backgroundtothemodeImtwopeoplearealsoeatingnoodleSoletilscomparenliSsensetothed#toneofthisgroupofpictures
Intherightpicture,itisaclassiccreationofCocaCola’ssportsadvertisingseriesTwofootballplayers’movementsareobvioustotellusthattheyarecompetingandfightingforthebalIinamatchFromthisadvertisement.whatwefeelaboutlsthecrash.fightandspeedAIlofthesegiveusafeelingofcompetitionAccordingtoourdescfiption,itiscleartodistinguishbetweenthetwopicturesWehavetosayagainthatthenumberofpeopleandtheseRseofthepicturetellusthedifiefencesbetweenthetwocountries’advertisements,whichare柚1ofposturesandgestureswithculturalvalDesincollectivismversusindividtadismdimension
Accordingthedataanalysis,itcanalsobeseenthatthepostureswithimpliedgesturesareusedwidelyinadsofbothcountries(American1950vsChinese179O、Nevertheless.thesepostureswithimpliedgesturesfocusolldifferentval眦inAmerica,theyconeentrateontheindividudlenjoymentandbeauty;whileinChina.thefocusjsoilthecollectivism
4.2.1.2T0uchollBody
“Touch,orhaptics,referstocommunicatingthrou曲theuSeofbodilycontactwhenusedproperly,touchcancreateafeelingofwarmthandtrusts;whilewhenusedimproperly,touchcanbetraytrustandcmlseannoyance”(Dou、2002.P149)AccordingtotheinvestigationsOBtouchdonebyJohnWileyandSons,Inc,theUintedStateshasalowtouchculture.whileChinahasamediumtoucheultureA1thou曲therearemanykindsoftouchinclassification,forinstance,hugging,shaldng,kissingandpatting,inowresearch,touchhasalimitedmeaning,thatis,weonlyrefertothetouchorcontactin
differencesandsimilaritiesbetweenthetouchinAmericabody,andidenti母the
andCbina
:翟’逻
Figure?5Figure一6
Most圆霹ofpeopleayeallfamiliarwiththeabovetwopiclures:thefirstoneisanadvertisementforStrongLaverPiece.whiletheotherolleisapizzaadvertisementinAmericaTheanalysisinthispartwillexaminethetouchlevelandtheacceptanceleveloftoucb1neachadvertiscmentfromtheperspectiveofculturalvalues
IntheChineseadvertisementasportsstarasthemodelholdsabagandsquatsinfxontofagroupofchiIdrentoshowthefoodhehasinhandorintendstoeatAndthechildrenallstretchouttheirallllsandhandsandstruggleforthatfoodTheygettogetherandstandvery,closely,thatistheyarenexttoeachotherandtoucheachother’sbodynaturally.mspictureisacceptableinChinaeasilyandhappily,becauseitshowsthatthepuerilityofthechildrenandthehappinesstoslruggleforsomethinggoodordeliciousSo,inartadvertisement.thetouchbetweenthechildrenandthepeopleofthesa/Besexare/]oF/nalandcomlnoninChineseculture.whichlndicatestheabsenceofmasculinityvsfemllliniw凼mentionin
28
东北师范大学硕士学位论文
noBverbalcommunlcaftoils
Whihi
Theystand
inthe
one
Americansample.seven
byone.anditcaⅡbescen
Theyhavetheirownfood,donottouchotherpeopleorlookatothers’foodinhand.whichnotonlyshowsthecustomwithIeSStouckbmalsoexhibitstheindividualismrootedhitheir
culturalvaluestosomeextent
Inaddition,inthispictureit
can
lmeandholdtheirbagrespectively.
clearlythatthereisacertaindistancebetweenthem
a
girlsstandm
be
seen
thattheintimacyexample,putthe
levelembodiedbytouchamonggirlsis
low.They
havesome
use
pesmres,for
cross
handsOllthehaunch,putthebaginfrontofbodymad
hands
onit,or】ustcrossthe
armsinfrontof山cmtoshowtheprivatespaceandthe
othersⅢsisalso
there
are
hc’petokeepcertaindistancewith
all
expressionofindividunlistchituraIvalueBecauseofthehomosexunlity,
alsoseldomintimatesituations
betweensame
sex
persons
Figure’7
Just
as
谢赫
America.There
ale
lthavebeendiscussedabove,touchlevalsare
凛
Figure-8
are
difierentbecauseofdifferentvalue
conceptsindifferentculturesInordertosuppertthe
abovediscussionswith
s口ongeranalysis,
anoth盱twoAmericaⅡadvertisementsfor
BRUrespectively,areneededintimategrown—upsin
grown-upswhich
fromHaagen—DazsandIRU
Andbothofthesamplesshowtheleveloftouchbetween
arcsomesimilaritiesbetweenthesetwoedvertisemcnts:
lovers;secoad.theinvetrelationshipsarebothbetweenaman
andawoman;third,thetouchesarebethintimate
accordingtoAmericanandChinese
standardsInthesetwopicturesltcanbeseenthatthetouchdifierenoesfromanother
first,bo吐lofthemodels
perspective:although
Americais
normal
a
lowtouch—levelcountrycomparedⅥtllChina,the
the
sarfle
touches
to
between也estimulatethe
acceptableto
are
lovers
are
andacceptable
ThesekindsofadveffisementsSeem
at
consumptiondesiremore
strongly,and
time
ltldentifies山ewithmanis
colmmnergrouPswithnonverbal
a
behaviorsWoman’s
Intimaterelationship
culturewithlowmasculinityinvalue
dimension
Thesegesturesin
America
砸s
morecommonandhavebecomethestock-in-tradeamongmanyadvertisingproducerstouchisquitedifferentfromthat
hiChineseads.which
ismoreinfluencedbythe
feminini“inv址uedimension
Fromthedataanalysis,itexpressthe
can
be
see
thattwoCORIItries
are
bothreluctant
toiise
touchto
culture,andinAmerica,thissituationseemslessThereAreonly
usingtouchtoshowtheirvalue,whileinChina,thefigurels906percent
4.2.1.3FacialExpression
811percentads
东北师范大学硕士学位论文
Comparedwiththenonverbalcommunicationscamedoutbyotherpartsofthewhaleb0dy,facialexpressionisloadedwithabstract,changeable,blurryandcomplicatedmemungs.AccordingtoLegerBrosnahan,facialexpressionismainlytoexposeattitudesomeperson,thingOTbehavior.Mostfacialexpressions&reinherentinsteadofacquired,sothisnonverbalbehaviorisshowedbyallhumanbeingsandsimilartoallcutturcsintheworldHowever,TomKings(1962)pointedoutthattilefacialexpressionisthemutualTeSultsofinbomquailtyandacquisitionAndduetothedifferentculture.theremustbesomedifferencesinfacialexpressions厂=三=_1
耋蹙二二=iorfeelingto
隶一71{
矍!一一:I“霉F葛蓐Fizure—10
Figure一11
Inthesesamples,thetwogroupsofpicturescallFigure:12beclassifiedways:first,Figure9andllCallformonegroup,becausethemodelsaleallwomen,andFigurel0andl2arethrou曲tWOtheothergroup;second,intermofnationality,Figure9and10areagroup,andtherestarctheothergroup.乃esecoDduiassificatinnwilJbeused£oexgzui//ethefacialexplesalonsfromtheculturalvalueperspective.
Inthesefour
productspictures,peopleallusethelaugh/smiletoexpresstheirfeelingstotheTherefore,thelaughsintheirfacesallexpressakindofjoy,happyandexciting
However,thefemaleandthemaleinthefirstgrouparemorepassionate,andexpressthuiren血usiasmtotheproductmoredirectlyandobviouslyTheⅡmou血sopenwidelyandtheeyebrowsbendlightlytoexpresstheirenjoymentandadmirationtothemeaningproductnlefemalewearsin
however,theasuit,soitcanbeludgedthatsheisinsomeformalsituation,lau足llinherfacelsbiggerthallthatoftheChinesewomanTheAmericanmanintheri曲tFigure10has8typicalAmericanfacialexpressiononhisface,thatis+exaggerated,active,andenthusiasficsmileAndthevalueconceptinAmericanlowcontextcultureallowspeople
societytoexpresstheirfeelingsdirectly'whichcanbeunderstandoracceptedinThecharacteristicsofismoredirectandtheyhopetoletpeopleknowAmericansAmerican
aretheirinnerfeelingand
slncfirethoughts,sototheyencouragethatexpressionandthinkpeopleThesefacialexpressionsusedlnfrank,andfriend,eveneasydealwithfoodanddrink
东北师范大学硕士学位论文
advertisementscartmovepeoplemoreea.sily,andexpresstheenjoymentoftheproductsrfloredirectlyandclearly
IncontrasttoAmedc£mads,thefacialexpressionsoftheseChinesemodelsThiscanarequieter.alsocastback'tothetheoryofconfucianworkdyⅡmnisⅢThelradihonInChina
onblazonsforththepolitenesssmileorlaughs.thatis.donotbearthetectkdonotexpress
thefeeling,attitudeorthoughtstoothersfranklyandsoonThehigh-contextculum:InChinadiscouragesadirectorobviousexpressionofenjoymentinfacialexpressions,andfacialexpressionsmorecontrolledbytheculturalvaluestosomeextent
Itiseomlnonthat.fromabovetable6and7.twocotmk6esareaccustomedaretousefacialexpressiommtheadsandtoexpresstheirvaluesrespectively(1718vs1142),thoughtheChinesetendtohavemoleimplicitfacialexpressioncomparingtothcAmeric£in8
4.22ClothingandAppearance
4.22.1ClothIng
Clothingisakindofethical,historicalandculturalsediment,arideachaestheticsandcustom
that,itiso/1racehasitsownthcclothingandacccssoriesAnthropolo口#DMoms(1974)saidorimpossibleforpeopleto
ahaveclothesoilwithoutsendingoutanysocialsigamlsca/1messagesEachclothescantellstoryofitsWearer,andoRenrevealadeficitmessage
senseIⅡMorris’opinion.thereare廿ireeInnchonsofclothing:comfortandofsecurity,
embarrassment—savIng,andculturalrevelationInculturalrevelationaspect,RSyber¥,andMERoach(1962)summarizedfourconnotationsofclothingiIltheirClothingandHumanBehavior:first.theclothingreflectsthesocial
wearclothesasaretheyofhumanbeIng;second,ifpeopledonotexpectedto,therewillbeanegativeeffectoilthea由us血eⅡttotheirstatusjobs;third,therewillbe
andagoodimpressionwhenpeoplematchtheirclothestothejubs;fourth,withtheeconomicaridsocialslatus,goalthechoiceofclotheswillmakepeopleassociateitambitioatothatperson
东北师范大学硕士学位论文
Figure一15Figure一16
Itisveryeasytogroupthesefourpicturesintotwotypesbecauseofthetypicalclothing,
whichIswombythemodelsIntheads
M0011cakelsatraditionalChinesefood
exclusivelyfortheMid—AutunmDay
andis
usuallyprepared
andproduced
modelinFigure13wearsaredandsilkdress
Fromtheaspectsofcolor,materialandmode.thealothesunveillBculturalandhistoricalmeaningsthatisthestrongmessageofChinesetraditionclothingBecausetheMid—Autumn
Day
1s
one
Tk
of山e
mostimportanttraditionalfestivalsiⅡChina
the
advertisementⅧtll
Chinesefavoritecolor,raatefialandmodewillmorematchChineseaudiences’psychologyanddesireSothisChineseadvertisement
AnotherChinesesampleis
a
1sa
successful
a
one
fromeachpointview.
poster矗om
ChangchunrestaurantYaoiiaMeizi
Fromthe
namelt
Call
beludgedthatthisfoodlsakindofspecialloealdishfronlcthaicminorihgroup
cart
inChinaAndethnicminorityculturalvalues
lu
alsobe
seenasa
specialgroupofpeoplewlthitso,wn
1n
ChillaThisethnicminorityiscalledYao.whichliresthesouthwestpart
seen
ofChinaTheyhavetheirowrttypicalfood.clothes.andhairstyle.whichCaD.bepictureinFigure14ThopatteminthecloⅡlesofthegirlistllepropitiousanimalinthatdistrict
a
fromthe
Chinesedesign
And
peacockis
Sothepatrernoftheskirtofthemodellooks1ikethetail
1n
ofapeacockTheheadwear,braceletsandwaistbandcouldonlyaDpearclothing.whichalsocomposes
a
thisethnicspecial
partofChincscclothingculture"ibothoa-accessories,for
are
example.theshoulderpoleandbasketthegirltakesonlyinChinaSo山ewholevision
Chinese
cultural
clothing
lsa
allmadeofbamboo,aplantgro,hqalg
typical
Chinesestyleethnic
clothing
both
show
the
valHethe
andIn
Chinese
ln
advertisementswanttoexpress
addition
sense
termsofKIockhohnandStrodtbeck’svalue
Inthissociety',thepastandbelievein
theories,itcanbeJudgedthat,inoftime,Chinaispast-oriented
culturalmemouisrichanddeep,andpeopletendtolookbackattradition.whichjs
glorious
stars
accordant州ththe
description
are
InPepslCola’sadvertisements.theactormadactressbothadvertisementrepresentedbytheclassic
The
first
one
lsa/l
BeakhamaBrifishfootballstar.InthispictureBeckhamwears
Westernclothes:therOLlghandhard1eansandthecowboy’shatThebackground
ls
of止ispicturemodel‘s
also
a
classic
sense
ofAmericanWestwhichstrengthenstheeffectofthe
wholepicture
lsa
impressionand
ls
makes
themoreattractive
a
Itshows山atthis
advertisement
past—orientedTheweststyle
a
legendand
bellefinAmericanmindThe
a
youthdreamtobe
cowboy,ride
or
a
horsetopualshevils,atlast,become
Just1ikeChinese
one
halemartThis
looksmoreliketheresult
productionofhistory
theeatture
and
clothin91swelcomedintoday,evenmaybeInthefuture
The1astpicture
1s
also
a
posterfromPepsiCola
It
scetns
thatthe
ancient
Romeandthe
东北师范大学硕士学位论文
gladiatorbecomeallimportantpartofPepsiCola’sadvertisements.Brave,wisdom,smartandstrongareallwordstodescribeasoliderinthatage,whichalsoisthethoughtsPepsiwantstotransmit
like
to
the
audiences.田1e鲫inthe
an
pictureisthemixtureof
a
sex
appeal
and
bravery
becauseoftheclothesshehas.Theironclothesgivespeople
a
COOlandstrong
a
feeling,just
allpeople
real
gladiatorinancientRome’sabattoir.This
a
attractstheyouth
lot
because
hopetobebravehero
or
attractiveheroine.
are
BothAmericanadvertisements
partofculture
successful.Theydonotonlyexhibitthemostclassic
andhistory,but
also
knownthatAmericanvalueseems
introjectthetenetandgoalofPepsiCola.Now,itcanbetobepast-orientedtosomeextent.However,itcouldbe
fortheyouth’sfuturelifeandadventure,whichcomesmoreobvious
toattract
foundthatthisbraveryis
necessary
backtofuture—orientationfinally.
Inclothes.thedifferences
are
than
thesimilarities.Chineseadstake
thelong
delightinutilizingsometraditionalthings
history
andgoodqualityoftheproduct,whichcanbeseenfromthefigure(76.4).AlthoughAmericanadsinthecontentanalysistendtoshowthewesternsceneoftheU.S.,mostadstendto
exhibitthemodernityofthebuildingsandlarge
consumersandexhibit
country,forexample,thebackgroundsofmostadsarehi曲
mansions.
AllinaLll,fourpicturesintwogroupsallshowthevalueconcept,whichisimportantand
keyto
a
product,a
company,allethnic,andevenanation.
4.2.2.2Appearance/Image
imagesinadvertising,likepeopleinfamilyalbums,takepeople
inminiaturetotheentirecivilization,theactualmateriallilfeandinterlockingcollectivefantasies.Someadvertisinghistoriansevenconsideredcharacter,usedin
or
Humanappearances
human
advertisements,as
thisperspective,itextfibitionof
a
expressionsofnationalcharacter(Goodrum
oror
andDalrymple,1990).From
a
canbe
seen
thattheappearance
sense
imagecanalsoplay
roleinthe
nation’s
culture.The
to
beauty
kindofinborn
quality.However,different
on
racesor
handsome,elegantorattractive,isa
societieshavevariousiudgesonthebeauty.
or
Recentresearchstatesthatthecharmingleveloftheappearance
have
a
greatinfluencehis
or
imageofapersoncan
heradvice,persuasionanddirectiontoothers.Inthis
sub.aspect.threedimensionsareinvolvedtocompletethecomparisons,thatis,thecolorofhairandskin。andtheobesity,whichareallmoreobviousinvision.Forexample,accordingtoLegerBrosnahan,comparingwiththeblackandstraighthairandyellowskinofpeoplein
aremorecomplicated.Inhair,theycanbegray,red,brown,blackChina,thoseof
Americans
or
blondin
color,and
straight,wavy
or
otherwaysinshape;in
eyes,they
canbe
blue,purple,thispoint,
brown
oreven
deepblue;inskincolor,thesituationshould
bemore.jumbled.In
thesimilaritiesinChineseappearanceandimagereflectthecollectivism,whilethecomplex
situationintheU.S.showsthediversityandindividualism.
33
糕
,、i,7≯,—-唠
Figure一17
-lgure—19
Thediscussionhasalready
东北师范大学硕士学位论文
鬻
Figure20
thehairdifierencesbetweencOUiltries
Now,The
ln
involvad
mainfootiswillbe
Chineseopinion
or
oft
thecomparison
ls
feelingandattitude
tofatness
Tothisaspectthe
attitude
morepositive
InChina,thefatBuddhahassomerelationship
withthelongevity,whichmakesu。ofthetemplateofChineseaesthefics
nlisaesthetics
canonizesfatnessobviouslyandthinksthatfatnessmeans
Chineseexamplesthechildrenin
a
richandhealthyinbody.Inthe
two
pictures
are
aIlsquabby.Inthefirstpicturet110sefour
redcheckandthe
childrengathertogetherandtheylookalikeallSquabbyfaceandhandhairstyleallgivepeople
an
impressionofhappiness,richnessandluckyhiaddition,the
hairstyiesofthesechildrenareChinesetraditionalfashiotis:apintstrainhtbondingwithred
stringanddirectingupwardandtwobendplaitsinrightandleftsidesofheadwithirlthemiddleofhead
whichis
a
soiifle
hair
wishforchildrentobehealthyandhappy.
a
IntheotherChineseposter,theboyhaseyes
bigandroundheadwithtwobigandround
a
ni5
pictureisacquiredfrom
W叫-wmlt
or
drinkforchildrenAlthoughthetakerspurchasers
are
productioncompanythatmakesfoodand
drinkersoftheseproductsarechildrell.therea】
the”parentsInordertocaterfortheparents’恤oughts.theadverdsers
create
a
boylikethisChineseparentsallhavethiskindofthought;asquabbychildishappy,active,cleverandhealthy.So,animageofsquabbyboyispopularandacceptableinChina
Araericanshatebeing
old.and
a
whattheyupholdistokeepyoungforever
ls
1Hs
decides
dlatthevdisltkethcfatbodiesandRime~abdomenbecomepopular
andthinkfalhess
a
signofwealmessTheshriveledbreast
Thefirstadverdsementutilizesthe
warningofbeingold
postmodemismandjuggledRenbranbdt’s
a
oilpaintingnlefmcharactersintheoil
a
paintingandthevisitorwithandatthe
SalTle
bottleofCoke
In
hishandform
sharpcomparisoninvision
Themeaningofthis
a
time.1talsostressesthehealthyandfitofthemitll
advertisementisobvious
and
clear,andthestrongimpactalsogives
34
eonslllllers
feeling
to
东北师范大学硕士学位论文
keepfitandchoosetheproduct.111emixofartandproductnotonlyreflectspeople’scommonvalueconcept,butalsoshowsthebenefitwhichtheproductbringstotheconsumers.
Justfromthispoint,Americans’attitudetofatness
cana
beunderstoodmoreclearly.
AsanotherColaTycoon,PepsiColapromotedDietPepsiwithlowcalorie.rnlegoalof
thisproductisalsoagainsttheobesity,whichisaterribleproblemconfrontnowadays.硼1efigureofthemodemmodelishotandslender,andaredstringaroundhermiddlespeaksoutthewordinthepicture:‘‘Youdrinkandgetnothing”.Fromthispictureandthewords,itcanbeknownthatpeoplehavethenegativeopiniontofatnessorobesity.Except
abovetwo
Americans
Americanexamples,through
cartoon
theinvestigationsandsummaries,it
canbe
foundthat
areare
thecharacter,even
tall,thinand
characters.inthe
advertisements
notice
allavoid
muscular.So,usingthesemodelswill
a
beingfatness.They
colLsumel苫thattheproducts
morehealthyandlowinfat.
Fatnessorobesityis
typicalbutcriticnonverbalbehaviorexistingin
toobesity
posteror
advertisement.Andtheattitudecausesthe
difference
betweentheU.S.andChinain
cultureandvalueconceptaSwell.Onthispoint.theChineseBuddhaandwesternJesusarethebestrepresentativestoprovetheillustration.
Theskincolor
clearly.Lookcolor,whichis
Call
alSOreflect
a
nation’svalue
conceptandaestheticsmoredirectly
and
a
atFigure1
seenaSa
and
13.Itis
obviousthattheChinesemodelsareallwhiteinskin
China.111ereasoniseasy:Chinais
featureoftherichandnoblein
labor-intensivecountry,and
black.1he
inlast
workersworkingoutsideandinthe
hundredsofyears,mostChinesehavebeenfarmersorsunforhours,sotheskincolortendstobebrown,even
color
are
peoplewithwhite
skin
usually
that
kindofpeoplewhohave
a
workhardly.Basedonthese,inChina,peoplewithwhite
skincolorbecometheadmirationsofmostpeople.andwhiteskincolorbecomesasymbolofcomfortablelivesanddo
notneedto
therich.Atlast,thewhiteinskincoloralsoinapartofbeautyofthefemale.
IntheU.S.。thesituationismorecomplextoillustrate.BeforetheIndustrialRevolution,
thewhiteskin
colorwas
also
a
featureofthenoble
or
peopleinhighSOcialstatus
or
some
intellectuals.ThereasonisthesamewiththatofChina.Fromthel920s
workedintheoutdoorjobs.So,theactivities.Only
to1970s.1ess
browncolorwas
or
people
theresultof
a
number
ofoutdoorleisure
influentialcouldenjoythesun-bathe.Duetothe
foundoncancerin1970s,thisfashiondisappeared.Finally,therearetwostandardsto{udgewhetherabeautyisornot.Tomen,tall,brown,musculararethestandard,whiletowomen,whateverethnicorregionshebelongsto.thewhiteinskincolorisstill也ecolorforbeauty,
people
whowererich
which
canbe
or
seen
fromsomematchesforbeautiesinmany
or
countries
as
well.
nissummarizedthateitherthewhite
people
the
brown
somelightcolorskinsadmiredbytraditional
skinwelcomedatsometimes,thereisonlyonemeaning:itisasample.
to
Atthesametime,people’sfeelingandattitudes
theskincolouralsoreflecttheirvalue
orientations.
Aboveillustrationscan
also
be
provedbythedataintable7thatshows
Americansavoid
theobesitymoreintenselythanChinese.
4.2.3Logo
InInterculturalBusinessCommunications,Douarguedthatsignsthingsto
couldmean
different
peoplefromdifferentculturalbackgrounds,becausethesamesignmaycreate
differentconnotationsorimplicationswhentheyareputindifferentculturesettings.Therefore,itisnecessarytoidentifytheroleofthisfactorsplayontheadvertisements,and
35
东北师范大学硕士学位论文
therelationshipbetweenvalueorientationandproduct’s1090
Inthisfield.thesamplediscussedshouldbeconsideredas也elogoorbrandpictureofaccrtamproductAnditwillbeexaminedfromcolor,shape.numberandpanerninvolvedIntheadvertisementsPeoplewillhaverespondt0colorfromemotion缸andphysicalperspectivesynchronouslyBesidesthecormation,coloralsoaffectspeople’sfeelingsandattitudesto¥onloproductsSotherearemanyrelatioilshipsbetweencolorandaudiences’acceptancetotheproductColor,shape,numberandpauemasakindofrepresenttoaproductcanalsobethoughtasacompositionofculture
Figure一21Figure-22
UneedaBiscuits’trademarklsatypica]representativeofthecorporationwhotookthereligionsymbolsasaⅡademarkIntheexample.tllepaaemlsawhitecirclewitbaredunderlay.Onthetopofthewhitecircle,thereisaByzantinesCross,andthedesignerputthecompany’snamehithecircleBythisway,thetcadcmarkofNationalBiscuitCompailyhadagreatimpressiontopeopleAtthattime,Juda]smhasbecomethethirdlargestreligionintheUSandthetrademarkmadethedisciplesconnecttheirbelieftothemarkAsaresult.thevlearnedthismarkbytheirheartandboughtandacceptedtheproductunconsciously.Ontheotherside.the11'ademarknotonlyisasignoftheproductandthecomplybutalsomeansakindofcultureThatlsbecausereligionltselfIsapartofculture
2headvertisementsofMcDona]d‘sarenotonlyabridgetoIinkMcDona]dsandltscongtlmersbut址soaneriectivewaytomoldltsproductimageandrichen1tsbrandmeaningIt1stheadverlisementsthatattractthecoiisuiners’attentionOiltheproductsTheyellowarchlstbelogoofMcDonaid‘s.andlsalsothe“core”oftheadverrisementsSomeAmericanmediaevaluatedMcDonaid’sthehistoryofMcDoilaid’slsahistoryof血eUSA.ahistoryofthedevelopmentofIndustryandBusiness,ahistoryofinnovationandahistoTyofchangingsocialvalueconceptMcDonald’shasbeentherepresentativeofAmericanculture、andomnipresentMcDona]d’syellowarchhasalsobeen“theworldlanguage一.whichisoneofthemostbeautifu【sceneryofthewholeworldThe】ogoMlsthe1hitialletterofMcDonaid‘sItJustlikesanarchtohome,toshare,tofriendandtoeverythingwonderfLllm1i&Thecoloryellowgivespeopleafeelingofhappy,joy.warrflandactiveinvision,whichisthesa/nefeelinggivenbyMcDonald’sproductsIneverydaylifeitcanbeseenthattheleltereveLywherePeoplegettheproducts;meanwhile,theyhavethelogoOnthisaspect,thelogo1nfluencesthecultureandpeople’svalHeconceptAndlthasbeenanotherlogooftheUSgradually16
东北师范大学硕士学位论文
NowweneedtolookattwofamousChinesehigos
Figure一23Figure-24
Thefirstoneisfr0131BeOingRoastedDuckQuanJuDe.andtheother1s盘omGoBelieveThelogoofBeiiingRoaskdDuckIscomposedofChinesecharactersButthesecondwordisakindofvariationofitsnollillenonne1ackofapartisalsoakindofcharacteristicsBeiiin2RoastadDucklsahistoricalmadtraditionalfoodofChinalthasbecometherepresentativeofChinesefoodSotheutil叫ionofChineseeharactersstressesthefeelinginhistoryandcultureMeanwhile,peoplearcinterestedintheChinesecharactersandculturewhent}leyareenioyingthespecialframtheancientofientalcountry.Blacksteleshowssobriety,toleranceandmystery,whilegoldencharactersmeankingshipandsovereignThecombinationofthetwojustbringsformBeijingRoastedDuck’sstatus:thekinginfood1nChina
AnotherⅡaditionalandfamousfoodinChinashouldbeGoBelievebeginningfromQingDynasty.Thel090ofGoBelieveistwoyeIlowcurves.whichnearlyforrnaⅡirregularcircle,jlistlikeaBaozi孔esamewithBeijingRoastedDuck,thelogo’scolorisalsoyellow.Inaddition、1tlssaidthattherearetotallyei曲tkindsofstuff'ragand18pleatsonthesurfaceofBaoziThenumberofstuffingandpleathavesonlemeaningsaswellInChm&t11epronunciationofnumbereightisdlesaTIlewiththeword“makeapile”Thereforebotllnumbersgivepeopleafeelingofauspiciousnessandlucb,whichisalsoaspecialpartoftiffsChinesethod
AccordingtoaboveillustrationssomeconclusionscanbedrawnasfoIlowingThelogoinAmericanadvertisementshastwocharacteristies:firsttheyaresomepicturesorpattemswhichhavesomerelationshipsⅥththeGodorJesusorsomepeop]einthenation’shistoD'.Bydoingthis,thebelieverswillbuytheproductsandmemorizethelogomoreeasilyanddeeplySecondtheATneficansusuallyIisesomeora/1initiul】ene“ofthenameoftheircompaniesasthebrandTheUSisacottrltry,emphasizingandprNsingefficiencyTherefore.bydoingthis,thelogoiseasytoremember.Atthesametime,whenimportingtheproducttoanothercountry.thesimplelogoalsohasitsownadvantageToChineselogo,theytendtouseChina‘suniqueandspecialcharacteristics,andtrytheirbesttoshowthehistoticalmeaningandvalueTherefore.mostlogosarewrittenbyusingthebrushpenwhichlsalsoafeatureofChinesecallureFromthecolorperspective,twocountries’advertisemetusalltendtorisesorllelightandactivecolors,whichgiveconsumersagreatfeelingonseeingtheselogos
Fromdataanalysis,theChhieseadsuse1/lorelogos,whicharemiectedtraditioimlandculturalfactorswiththefigureare883WhJleint}10seofAn】ericanthefigurelsonly252
东北师范大学硕士学位论文
4.3Summaries
Fromthedescriptionsanddata,itcanbeknownthatthedifferencesandsimilaritiesofnonverbalcommunicationsintwocountries’foodanddrinkadvertisementsDOreflectthedifferencesdifferences
clothes.
Beforeoriental
or
and
are
similaritiesin
carrythecounterpartvalues
twoculturalvalues.andsomenonverbalbehaviorsCANNOTintwocultures.Moreobviousnonverbalbehaviorstoshowthe
concentrateon
gesture,clothesandlogos,whilethesimilarities
smileand
into
answeringthoseassumptions,these
valuefactorsneedto
beclassified
westernvaluegroup.Asforthesharedvalueelement,youthwillbeexcluded.In
termsofthetheoriesinliteraturereview,collectivism,politeness,family,nature,quality,
respect,safety,tradition,unique,wisdom
the
restfactors
could
beclassified
toChinesevalue
system,while
be
accordingto
westernvaluesystem.Andtheassumptions
thedataofthesetwogroups.
belong
to
willanswered
First,comparingwithAmerican’S,thefoodand
drink
advertisementsin
ChinaDOtend
express
toshowChinesenationalconditionandhistoricvalue.Thatisbecausemostpeoplegreatpridetothelongethnichistory.Andthepreference
onlyattractChineseconsumers,butalSOprovethe
totradition
meansthat
thisvaluenot
data
havealreadyintrojectedChinesereality.Andthe
respectalso
.
conclusionaswell.Exceptfortradition,politeness,familyand
main
itemssupportingthe
assumption.?
Indeed,economicandculturalconnectionsamongcountriesaffectmanyaspectsofa
nation’Spolitics.economyandculturetosomeextent.Nevertheless,withtheanalysisand
data,itseems
influence
on
thatonlyinmodem
Chinese
andhealthpoin:t,AmeriCanculturalvaluehavegreat
value.Onotheraspects,Chineseadvertisingsandadvertisersinsiston
to
theuniqueandspecialculturalvalueandhistoryofChina.TotheU.S.,thesituationissimilar.Therefore.theanswer
AssumptionTwois:though‘'the
theother
economicandculturalglobalization
thereisLITTLEeffect
on
countries’cultural
value.thatiS.eachcountryshowsits
greatrespecttothenation’Soriginalculture.historyandvalueallthetime.
Basedon也eanswertoTwo.itCanbeknownthatculturalvalueandhistoryCanbeseenasacountry’Sroot,soulandsupportingpillar.1herespecttoanation’Sculture
Assumption
andhistoryisthemostbasicrequirementtotheunderstanding
a
nation’Scitizens.Therefore.catchingand
successful
secret
nation’Sculturalvaluearetheof
an
intercultural
of
advertisement.The
culturalvalueof
answertoAssumptionThreeis:No.therewillNOTbeanydiminution
Inthis
dataand
anyacountry.Neitherisculturaltotalassimilationamongcountries.
chapter,contentanddataanalysesareusedtoidentifyandcontrastthenonverbal
drink
communicationsinthestaticfoodand
contentanalyses
a
advertisementsfromtheU.S.andChina.nle
nonverbal
demonstratethatsomecommunicationsdoreflectthe
culturalvalueof
on
country,andinopposite,acountry’S
people’Sbehaviorsandactionsaswell.
culturalvaluehavessomeinfluence
38
东北师范大学硕士学位论文
ChapterVConclusion
5.1ASummaryofThisResearch
ThiSthesishasstudiedtherelationshJpbetweennonverbalcommumcationsmthetwocountries’advertisementsandculturalvaluesoftheU.S.andChina.Basedonontheresearchesnonverbalbehaviorsby
byHofstedeMalanclro,BakerandBrosnahanaswellasthetheoriesonvaluesandKluckhohmandF.Strodtbeck,thisthesisfocusesonhownonverbal
anddrinkadvertisementsreflectculturalvaluesbehaviors
nonverbalinfoodandhowculturalvaluesinfluencenonverbalcommunicationsandbringforththedifferencesandsimilaritiesdiscussedtocommunications.,nleresearchquestionsandthreehypothesesarebymeansofdataanalysisandcontentanalysisonafewgroupsofadvertisementsfromtheU.S.andChina,andthedifferencesandsimilaritiesinbodymovements,clothesandappearances,andlogosallearlythevaluefactorssharedbythetwoculturesortypicallyownedbyodeculture.
.Basedontheanalysisonfoodanddrinkadvertisementsandposterscollectedfrom
websites。magazines,booksandnewspapers,thisthesishasansweredallresearchquestiOIlSandthreeresearchassumptions;moreover,thecollecteddataandanalysesstronglysupportthediscussiOIlSandrevealtheinterrelationshipsbetweennonverbalcommunicationsandculturalvaluefactors.ThiSresearchalsoprovesthatHofstede’StheoryandCheng’Sresearcht}ameworkhavesomelimitations,forexample,somenewvalueorientationsshouldbeaddedintothetheoreticalframeworkinresearchonChineseculturalelementsinnonverbalcommunications,whichplayanimportantandkeyroleininterculturalcommunications.
Studiesonnonverbalcommunicationsaremultidimensional.butthethesis’focusisontheculturalperspectiveofnonverbalcommunications.ThroughthedataobtainedfromsampleadvertisementsandtheanalysesonthecontentofsomeAmericanandChinesefoodanddrinkadvertisements,itCallbesummarizedthatfirst,nonverbalrevealacommunicationsnation’Sculturalvalue;second,theculturalvalueofacountryaffectstheexpressionandunderstandingofnonverbaleommunications;third,thedifferencesarestillveryobviousbetweentwocountries’nonverbalbecauseoftheinfluenceofculturalvalues.communications
ThiSstudydoesnottouch
excludestheuponcontinuouschangingofthenonverbalcommunicationsandanalyses,somedeductionscanbemadeasfollow:1)thedifferencesandsimilaritiesofnonverbalcommunicationsexistingintwocountries’foodanddrinkadvertisementsmoreclearlyreflectthedifferencesandsimilaritiesininfluencewords.Fromthefindingstwoculturalvalues;2’)comparingwith
ChinatendmoretoshowtheAmericanfoodanddrinkads,theadvertisementsinnationalconditionandhistoricvalue;3、
althoughtherearemoreandmoreeconomicandculturalcooperationamongcountries,theculturalassimilationisnotobviousorratherweak;4)asanation’Ssoul,theculturalvaluewill
bereplacedbyanotherone,thoughtherewillbesomekindofcultural
ortheamountsofthedifferencesinculturalvaluesareassimilation.Therefore,theornotvanishnumber
morethanthatofthesimilaritiesexistinginnonverbalcommunications.39
东北师范大学硕士学位论文
Therelationshipbetweennonverbalcommunicationsand
toculturalvaluearedelicate,andsomeaspectsareimplicitandtoocomplicatedsummarizecomprehensively.
5.2Researchlimitations
111SpiteofaJlthoseeffortshavebeendone,therearestillsomeobviouslimitationsinthisstudy.
Firstly,inthe
contentmustbesomesubjectivedi§turbanceinthedescriptionofanalysis.Thatisbecausetheunderstandingofapictureoranonverbalbehaviormayanalysis,there
personbedifferentwhenalooksatthepicturewithdifferentattitudesoremotions.
Secondly,thefoodanddrinkadvertisementscollectedforthisresearchcmmotbecomprehensiveandthetypesoffoodanddrinkadvertisementsinvolvedintheanalysisarelimited.Meanwhile,somelesspopularadvertisementsareexcluded,forexample,someChineseadvertisementsbefore1979.
啊1i】rdly,culturalvalueisanabstractdefinition,andtheabove.mentioneddimensionsintheresearchframeworkarenotcomprehensiveanddetailedenough,whichwillalsoaffecttheresearchandthefindingstosomeextent.
5.3Significancetofutureresearch
111ecommunicationandcollaborationsinpolitics.economycountriesarefrequentandwide—ranged.111enonverbalpeople’Smemorymechanismforalongtime.therebynonverbalcommunicationswillremainlongertimeinone’Smindthanverbalones.andhavegreatinfluenceonaperson’SthoughtstoandculturefieldamongcommunicationsCaninfluenceanother
onperson.TlliSnonverbalcommunicationspointisimportantinbusinesscommunications.rnlerefore.theanalysis
.andtheculturalvaluerevealedhasthefollowingthreesignlficances.
meetingorFirst.theanalysiswillbringsomeeconomicsignificance.Asuccessfulnegotiation,communications.Abetterunderstandingofthedifferencesandthesimilaritiesofnonverbalcommunicationsbetweentwocountriesandtheculturalvalueswillonlyleavegoodfirst
thewayforfutureinimpressionthecommunicators,butalSOhelpcompanynotapresentationdoesnotjustdependonwhatpeoplesaybutnonverbaltoapaveSuccess
internationalbusinessactivities.whichmeanssomeeconomicbenefitsinlongrun.
Second,theanalysiswillhelpimprovethecommunicationsbetweentwocountries,particularlybetweentheU.SandChina.Abetterunderstandingofeachother,notonlyinbusinessareabutalsoinreallife.willimprovethetwocountries’relationshipandfacilitatethedevelopmentofAmericaandChinaineachfield.
11血.d.noticingthechangeinvalueorientationsandpayingattentiontocultureassimilationisanothersignificanceoftheanalysis.Keepinganation’Stradition,cultureandvaluesarethebasicrequirementforthenationtosurvive.Therefore,keepiIlgandpassingdowncultttralvaluesarethe
Inresponsibilitiesofeachgeneration.insightfulfindingsinspiteofsomeunavoidablelimitations.whichprovidethefutureresearcherswithmeaningfulreferenceinthestudyofnonverbalfromtheculturalvalueperspective.conclusion,thisresearchbringsforthsomecommunications
东北师范大学硕士学位论文
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东北师范大学硕士学位论文
Acknowledgement
1wouldliketoexpressmysinceregratitudeandappreciationtomysupervisorAssociateProfessorLiLixin.Iamdeeplyindebtedtomysupervisorforherremarkablepatienceandinsigh僦advice,cautiousguidanceandheart-warmingencouragement.
1wouldalsoliketotakethisopportunitytothankmyparents,especiallymymother,fortheirendlessloveandsupport.
1wanttoextendmythankful
understandingsandhelps.tomyfriends:LiShuang,YangZhe,fortheirgreathelpoffinding,collectingmaterialsoffoodadvertisements,andSunChuan,MaYiqiaofortheir
MythanksalsogotoalltheprofessorsandteachersintheSchoolofForeign
coursesLanguages,onNortheastNormalUniversity,whoseandinstructionsgavemeapantoscopicview
linguisticswhichbenefitsmeinthethesiswritingandlaterresearch.
烈lthepeoplewhohavehelpedmeduringthecompletionofthisdissertationdeservermyheartfeltthanks.43
从文化价值角度比较中美食品和饮品广告中的非言语行为
作者:
学位授予单位:李金娜东北师范大学
相似文献(1条)
1.学位论文 肖玮 系统功能语法视角下的房地产广告语篇分析 2007
我们畅游在广告的海洋里.我们生活中广告已无孔不入,并且以报纸,杂志,电视,电台,以及因特网等多种形式传播.实际上广告已成为现代社会不可或缺的一部分,反映和影响着社会的经济发展,百姓生活和人们的文化价值观.我们发现对各种形式的广告,如服装广告,食品广告,以及汽车广告等都有研究,但鲜有对房地产广告的研究.虑及房地产业的繁荣发展以及房地产广告对房地产发展所起的重要作用,本研究聚焦于房地产广告. 在系统功能语法三个元功能子系统理论框架内,本论文运用从英语国家一些有影响的房地产网站随机选取的30篇房地产广告作为语料.运用语料检索工具LATAntConc 3.2中的Concordance(检索)和Word List(生成词表)两项功能对广告语篇进行定量分析,以研究广告语篇的文体特征.然后对个案进行定性分析,以验证广告语篇的文体特征.为使分析更加全面,对广告语篇的分析还加入词汇和人称系统,强调房地产广告语篇的词汇特征,并和Leech(1966)对英语广告用词的研究进行比较.经过分析,本论文取得如下发现:
1.意念功能:
(a)及物性:物质过程主导房地产广告,其次是关系过程和心理过程.存在过程很少使用.
(b)语态:主动语态多;一般在表达房地产方位及设计等场合下使用被动语态.
(c)词汇:发现某些高频词反映了房地产广告的词汇特征. Large在房地产广告语篇中用的比Big频率高,而在一般广告语篇中后者是个高频词.
2.人际功能:
(a)语气系统:陈述语气使用频率最高,其次是祈使语气.
(b)情态:Can和will最常用,且can表示许可而will表示承诺.
(c)人称:第二人称you和your最常用,其次为第一和第三人称.
3.语篇功能:
(a)主位结构:无标记主位多,而标记主位多以表方位的介词短语形式出现.大部分句子以房地产或其配套设施为主位,而以介绍房地产或其配套设施的详细情况为述位.
(b)主位推进模式:房地产广告语篇的推进模式为派生主位模式,即房地产为宏观主位.每一段落自身又有从宏观主位派生而来的段落主位.每一段落内部主位推进模式为线性主位模式.
另外作者还指出了本研究的局限,对后续研究提出了建议.
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