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.

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.

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