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A Comparative Study on Cultural Values in Luxury Advertisements
GE Jing-ping
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DOI:10.17265/2159-5836/2020.11.007
Guangdong University of Foreign Studies, Guangzhou, China
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.
cultural values, luxury advertisement, cultural differences, comparative study
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