Viewing The Differences Of Chinese And Western Cultural Values From Cosmetic Advertisements

With the rapid development of China’s economy, cosmetics gain large popularity among consumers. World famous cosmetic brands have also settled down in China, so cosmetic advertisement plays an increasingly important role in people’s life.The present study attempts to use the theories of cultural values set by Hofstede, Kluckhohn, Strodtbeck and Hall to make an analysis of the different cultural values by comparing Chinese and Western cosmetic advertisements. Cross-cultural comparison method is employed in the study, and the advertisements quoted are mainly from television, network and fashion magazines.After analyzing Chinese and western cosmetic advertisements, the author finds that the cultural values reflected in advertising language of Chinese and Western are seriously different. Chinese cultural values reflected in cosmetic advertisements mainly appear as collectivism, advocating authority, past-time orientation, harmony with nature and high context; and western cultural values are basically follow individualism, believing in facts, future-time orientation, mastery over nature and low context.The correct attitudes towards the differences in Chinese and Western cultural exchange are(1) being aware of cultural differences;(2) the harmonious coexistence between Chinese and Western culture;(3) developing cultural dynamic perspective and regarding Chinese and Western culture as a developing process. The various kinds of cultures in the world constantly mix together and both Chinese and Western cultures influence each other in the background of economic globalization, therefore, Chinese and Western cultural values have changed to some extent. The new culture element produced from fusion of some Western cultural elements and Chinese traditional culture elements will affect Chinese and western advertisement, cosmetic advertisement is no exception.The research analyzes cosmetic advertisements from the aspect of cultural values, which broadens the research perspective of cosmetic advertisements. At the same time, it can also enhance mutual understanding between Chinese and Western culture, and let the readers get a better understanding of cross cultural communication activities. In addition, studying cultural values provides help to those advertisers engaged in international business, so that they are supposed to consider customs and cultural characteristics of the target country and attach great importance to the differences of Chinese and Western cultural values.