A Comparative Study Of Cultural Values Manifested In Chinese And American Mate-selection Advertisement

There has been an enormous upsurge of interest in the linguistic and discousal characteristics of mate-selection advertisement recently. However, comparative studies from the perspective of cultural values have not attracted enough attention yet. This thesis chooses eight variables manifested both in Chinese and American mate-selection advertisements, and makes a quantitative analysis of them using Excel software. The results show their different cultural values.The empirical material of my study is constituted by 100 mate-selection advertisements: 50 American mate-selection advertisements published in the American monthly magazine Washingtonian in 2005, and an equivalent number of Chinese mate-selection advertisements taken from Chinese magazine Woman Friend and Bosom Friends issued in the same period. Half of the material is constituted by mate-selection advertisements placed by men, the other half– by women.This thesis consists of four chapters in addition to the Introduction and the Conclusion. Chapter 1 makes a general introduction to mate-selection advertisement and cultural values, and reviews the previous relevant studies. Chapter 2 concerns the methodology of the study, which includes data collection, sample selection and research methods. Chapter 3 describes the results of the quantitative study in detail, listing their differences and similarities in terms of eight variables. Chapter 4 is devoted to a detailed analysis of those variables and the different American and Chinese cultural values revealed by them. Theoretically, the present study broadens the research of mate-selection advertisement from the aspect of words, grammar, and style to a completely new field---intercultural communication. Practically, the sharp contrast between American and Chinese cultural values manifested in this thesis will enhance the cultural awareness and sensitivity of language learners. This research can also be a guide in our foreign language learning and teaching. The author suggests that background culture of the target language should be introduced in foreign language learning and teaching. Finally, a comprehensive understanding of the differences between American and Chinese cultural values will help people a lot in their transnational marriage.