A Study On Chinese And American Cosmetics Advertisements From The Perspective Of Cultural Values

With the rapid development of the global economy, international trade and cross-cultural communication have become increasingly frequent. Cosmetic advertisements play an even more important role in people’s life, and thus more and more papers studying cosmetic advertisements. This thesis gathers large numbers of materials through television, the Internet, leaflets and some famous magazines, and then selects the authoritative cases and well-known materials from them. We use the theories of Hofstede-Bond’s value dimensions, Kluckhohn and Strotbeck’s value orientations as the theoretical basis. This thesis wants to study the differences and similarities between Chinese and American cosmetic advertisements by way of cultural value theories using several cases and will also analyze the influential factors in cultural values that are reflected in the cosmetic advertisements. It is believed that the study can enhance the mutual communication between China and the United States and contribute a lot to the originality of advertising language and international advertising business.