An Analysis Of Kinesic Behavior In Chinese And Western Cosmetic Advertisements From Cultural Value Perspective

Previous intercultural studies on commercial advertisements have been too general, and haveintensively focused on the comparison of different cultural values, but the study gap is lack ofprofound study on kinesics.Aiming to bridge the gap and supplement Chinese intercultural studies on advertisement, thisthesis examines the differences of using kinesic behaviors in Chinese and Western cosmeticadvertisements by using the research method of frequency analysis and content analysis, andgives an insight into the cultural sources from cultural value perspective.The major findings of this thesis indicate that in Chinese cosmetic advertisements, kinesicbehaviors, such as facial expression, body gesture and body touch, are frequently used. Andsome traditional cultural value factors, such as family, beauty and popularity are no longer thedetermining factors in advertising campaigns. On the contrary, some typical western culturalvalue factors, such as adventure, individuality, uniqueness, enjoyment, and even sex areincreasingly melting into Chinese cosmetic advertisements.It is deduced that new trend will be formed in Chinese cosmetic advertisements in severalyears. That is, preserving some major Chinese cultural value factors, the performing style willadopt more western cultural value factors and increasingly form a new performing stylecombined with Chinese and Western factors. Globalization is the core reason of the formationof the new trend. In the process of globalization, cultural integration and adaptation areproduced, which are the main cultural sources generating the new trend.