Academic Journal of Humanities & Social Sciences, 2023, 6(9); doi: 10.25236/AJHSS.2023.060905.
Zhang Xiao
School of Foreign Languages, Shandong Normal University, Jinan, Shandong, China
Under the background of economic globalization, the shaping and communication of national image has become the focus of all countries. As a cultural product, commercial slogan is the basic way to disseminate the national image. This paper draws on two dimensions of Hofstede's cultural dimension theory: collectivism VS. Individualism and uncertainty avoidance, and studies the differences of cultural values behind Chinese and Western commercial slogans by combining with advertising examples. In addition, it puts forward strategies of slogans to enhance the awareness of cultural differences, avoid ethnocentrism and pay attention to emotional resonance, having certain enlightenment significance to the shaping and communication of national image.
Hofstede's cultural dimension theory; National image; Cultural differences in advertising
Zhang Xiao. Research on the Communication of National Image Based on the Cultural Dimension Theory—Take the Comparison between Chinese and Western Commercial Slogans as an Example. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 9: 30-33. https://doi.org/10.25236/AJHSS.2023.060905.
[1] Boulding K E. National images and international systems [J]. Journal of conflict resolution, 1959, 3(2): 120-131.
[2] Fan Hong. Multi-dimensional shaping and communication strategy of national image [J]. Journal of Tsinghua University (Philosophy and Social Sciences Edition), 2013, 28(02):141-152+161.
[3] Yin Zhanwen, Deng Shuhua. Strategic Culture, State Behavior and International Image -- An Investigation on the Changes of China's International Image [J]. Social Science Research, 2009(04):70-73.
[4] Geert Hofstede, Gert Jan Hofstede, Michael Minkov. Intercultural cooperation and its importance for Survival [M].New York: Mc Graw Hill, 1972: 20.
[5] Hoftstede G. Culture’s consequences: International differences in work-related values [J]. Beverly Hills, Cal., and London: Sage, 1980.
[6] Xu Wenjuan, Shi Xingsong. A Comparative Study on the Cross-cultural Adaptation of Overseas Websites of China Enterprises [J]. News and Communication Review, 2020, 73(06):111-124.