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Article
Affiliation(s)

Guangdong University of Foreign Studies, Guangzhou, China

ABSTRACT

With China’s economy speeding up, the continually evolving market of China became the second largest luxury goods market in the world. Luxury brands invest a larger amount of money in advertising every year. This paper tries to analyze the different cultural values reflected in Chinese and Western luxury advertisements based on the theory of Hofstede’s value dimensions. We hope that a comparative cultural study on luxury advertisements will enable us to comprehend the main cultural values and enhance the tolerance and mutual understanding between China and the Western countries. 

KEYWORDS

cultural values, luxury advertisement, cultural differences, comparative study

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References
Freire, N. A. (2014). When luxury advertising adds the identitary values of luxury: A semiotic analysis. Journal of Business Research, 67(12), 2666-2675.
Hofstede, G. (1984). Cultural dimensions in management and planning. Asia Pacific Journal of Management, 1(2):81-99.
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Hofstede, G., & Hofstede, G. J. (2004). Cultures and organizations: Software for the Mind. Administrative Science Quarterly, 23(1), 113-9.
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/chinese-luxury-consumers-more-global-more-demanding-still-spending
https://www.reasonwhy.es/sites/default/files/luxury_advertising_expenditure_forecasts_2018-zenith.pdf
Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in Confucian and western societies. Psychology & Marketing, 15(5), 423-441.

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