文化维度理论下中英美妆广告语的内涵差异对比研究

iIIntroduction1.1ResearchBackgroundWiththedevelopmentofglobalization,cross-culturalcommunicationandinternationalmarketinghavebecomeanimportantpartofmodernbusinesscompetition.Especiallyinthecosmeticsindustry,astheChinesemarketgraduallybecomesoneofthelargestconsumermarketsintheworld,internationalbrandsandlocalbrandsfaceculturaldifferencesandlanguagechallengesinadvertisingcommunication.Inthiscontext,howtoaccuratelyunderstandtheneedsofconsumersindifferentculturalbackgroundsandformulateappropriateadvertisementshasbecomethekeytobrandcommunicationinthecosmeticsindustry.Language,asthecorecarrierofculture,playsacrucialroleincosmeticsadvertisements.Languagesfromdifferentculturalbackgroundsshowsignificantdifferencesinthefieldofcosmeticsadvertisements.ChineseandEnglish,astwomajorlanguagesystems,areextensivelyusedandhaveaprofoundculturalheritage,withsignificantdifferencesinvocabularyuse,grammaticalstructureandexpression.Thisdifferenceisnotonlyreflectedinthesurfaceformoflanguage,butalsoreflectsthevalues,socialconventionandconsumerpsychologyofdifferentculturalbackgrounds.Thetheoryofculturaldimensionsprovidesavaluableframeworkforanalyzingthesecross-culturaladvertisementsdifferences.UsingthetheorytostudyChineseandEnglishcosmeticsadvertisementscandigoutthehiddenculturalconnotationbehindadvertisements,clarifyhowadvertiserscustomizeadvertisementscontentaccordingtoconsumers’expectationsunderdifferentculturalbackgrounds,andfurtherexploretheinfluenceofculturaldifferencesonconsumerspurchasingbehavior.1.2ResearchPurposeThepurposeofthisstudyistoanalyzetheconnotativedifferencesbetweenChineseandEnglishcosmeticsadvertisementsusingthetheoryofculturaldimensions.Specifically,byextensivelycollectingandsystematicallyanalyzingnumeroussamplesofChineseandEnglishcosmeticsadvertisements,researchiscarriedoutfrommultipleculturaldimensions,includingpowerdistance,uncertaintyavoidance,individualismversuscollectivism,masculinityversusfemininityandlong-termorientationversusshort-termorientation.Thisstudyaimstoprovideadetailedinterpretationofthedifferencesinproductfeaturecommunicationandbrandvalueincosmeticsadvertisementsunderdifferentculturalbackgrounds.Atthesametime,gainadeeperunderstandingoftheculturalrootsbehindthesedifferencesandunderstandhowculturalfactorsaffectthecreationanddisseminationofcosmeticsadvertisements.Ultimately,thisresearchwillofferpracticalrecommendationsforcosmeticsenterprisesincross-culturaladvertisingandmarketing,keepingtoenhanceadvertisingeffectivenessandboostbrandinfluenceintheglobalmarket.1.3ResearchSignificanceFromthetheoreticalpointofview,theresearchontheconnotationdifferencesbetweenChineseandEnglishcosmeticsadvertisementsunderthetheoryofculturaldimensionsishelpfultodeepentheunderstandingofcross-culturalcommunication.Thistheoryrevealsthevariancesinvaluesandcognitivepatternsamongdifferentcultures,therebyprovidingafundamentalframeworkforanalyzingtheinfluenceofcultureonadvertisements.Acomparativeanalysisofthesedifferenceswithinthecosmeticsindustrycanhelpclarifythewaysinwhichculturemoldsadvertisingcontentandbrandcommunicationstrategies.Brandsoftenadapttheirstrategiestoaccommodatediverseculturalmarketsandexplorelanguagerelatedculturaldifferencesequipsenterprisestocustomizeadvertisementsaccordingtolocalconditions.Thisnotonlyenhancestheeffectivenessofadvertisementsbutalsohassignificantimplicationsintheconstructionandmarketingofglobalbrands.Fromapracticalpointofview,theexplorationofculturaldifferencesinChineseandEnglishadvertisementsholdssubstantialpracticalimplicationsfortheinternationalmarketingendeavorsinthecosmeticsindustry.Duetothehighdegreeofglobalizationcharacterizingthecosmeticsindustry,itisimperativeforadvertisingstrategiestobeadaptedtodifferentculturalbackgrounds.Ameticulousanalysisoftheconnotativedivergencesinadvertisementsenablesbrandstoachieveprecisemarketpositioning,alignwiththeculturalidentitiesofconsumers,andtherebyenhancetheircompetitiveedge.Thisresearchfurtherfurnishesadvertisingpractitionerswithtargetedstrategicinsights.Comprehendingtheseculturalconnotationscanhelpoptimizeadvertisingstrategies,enhancebrandattractivenessonaglobalscale,andultimatelyimprovethemarketadaptabilityofadvertisingdesign.1.4ResearchMethodsThestudymainlyemploysthemethodsofliteratureresearch,caseanalysisandqualitativeanalysis.Forliteratureresearch,acomprehensivereviewwasconductedusingkeywordslike“culturaldimensionstheory”and“cosmeticsadvertisements”acrossdatabasessuchasWebofScienceandCNKI.Thisprocessgathereddiversematerialstounderstandtheresearchlandscape,providetheoreticalfoundations,andidentifyresearchgaps.Incaseanalysis,ChineseandEnglishcosmeticsadvertisementsfromvariousmediawerecollected.Contentanalysisrevealeddifferencesinproductfeaturepresentation,brandvalueconveyance,andemotionalappeal.Eachcasewasexaminedtouncoverhowculturaldimensionsmanifestedinadvertising,offeringevidenceforcross-culturalstudies.ThequalitativeanalysismethodmainlyexploresthedifferencesinlanguageuseunderthetheoryofculturaldimensionthroughtextanalysisofChineseandEnglishcosmeticsadvertisements.Byanalyzingthelanguagecharacteristicsinadvertisements,thedifferencesinconnotationsofadvertisementsunderdifferentculturalbackgroundsarerevealed.Focusonthemanifestationofadvertisementsinculturaldimensionssuchaspowerdistance,andanalyzehowtheyreflectculturalvaluesandconsumerpsychologyinvariouscountries.IILiteratureReviewThepurposeofwritingthisliteraturereviewistocomprehensivelyintegrateexistingresearchfindings.Thiscanofferatheoreticalfoundationandresearchdirectionsforamorein-depthcomparativeanalysisoftheconnotativedisparitiesbetweenChineseandEnglishcosmeticsadvertisements.Itssignificanceliesinenablingresearcherstoaccuratelyunderstandtheresearchstatusinthisfield,identifyresearchgapsandinadequacies.Consequently,itclarifiesthedirectionandfocusofthisresearch,renderingtheresearchmoreinnovativeandtargeted.2.1PreviousResearchontheTheoryofCulturalDimensionsInthe1980s,Hofstedestartedhisjourneytoexploretheinfluenceofcultureonthebehavioralpatternsintheworkplace.ThroughhisobservationoftheoperationofIBMcompanyinaround50differentcountries,Hofstedesetupamodelwhichcomprisesfourdimensions:powerdistance,uncertaintyavoidance,masculinityversusfemininityandindividualismversuscollectivism.Hesystematicallyarticulatedthisframeworkinhis1980bookCulture’sConsequences:InternationalDifferencesinWork-RelatedValues.Subsequently,collaboratingwithHongKongscholarMichaelHarrisBondthroughthe“ChineseCultureConnection”research,Hofstedeaddedafifthdimension,long-termorientationversusshort-termorientation,inhis1991workCulturesandOrganizations:SoftwareoftheMind,whichhighlightsculturaldifferencesinfutureplanningandtraditionalvalues.In2010,togetherwithMichaelMinkov,leveragingdatafromtheWorldValuesSurvey,Hofstedeincorporatedasixthdimension,indulgenceandrestraint,inthethirdeditionofCulturesandOrganizations,focusingonculturalattitudestowarddesiresatisfactionandsocialnorms.Throughkeyrevisionsin1980,2001and2010,thetheoryevolvedandrefineditsframework.Sincethen,scholarsathomeandabroadhaveoftenusedthetheoryofculturaldimensionstoconductacademicresearch.Inrecentdecades,foreignscholarshavebuiltuponHofstede’slegacy,refiningandexpandingthetheory’sapplications.Charlotte&Nickerson(2022)emphasizedthatHofstede’stheoryofculturaldimensionsisagoodstartingpointforculturalanalysis,buttherehavebeenmanyadditionalandmoremethodologicallyrigorousadvancesmadeinthelastseveraldecades.MengrenChen(2025)analyzesthatChinaisacollectivistculturewithhighpowerdistance,lowtoleranceforuncertaintyandlong-termorientation,whileAmericaisanindividualisticculturewithlowpowerdistance,hightoleranceforuncertaintyandshort-termorientation.Hofstede’sculturaldimensionstheoryiswidelyusedinvarioussocialdisciplines,especiallyinterculturalcommunication.Scholarshaveactivelyintroducedthetheoryandappliedittovariousfields.Forexample,ZhaoKaiyang(2018)utilizedHofstede’sframeworktoinvestigatetheinfluenceofculturaldimensionsonChinesemiddle-schoolstudents’willingnesstoengageinoralEnglishactivities,showcasingitsutilityineducation.WangYan(2021)analyzedculturaldifferencesinChineseandBritishleaders’speechesduringmajorfestivalsthroughthislens,highlightingitsvalueinpoliticalandculturalexchanges.Morerecently,LinHanzheng&LouLingling(2024)exploredcross-culturalbusinesscommunicationusingHofstede’stheoryandpointedoutthatcross-culturalbusinesscommunicationisgainingevermoresignificanceintheintricateanddynamiclandscapeoftoday’scorporateworld..Thetheoryofculturaldimensions,pioneeredbyHofstedeandcontinuouslyrefinedthroughdecadesofresearch,hasbeenwidelyappliedacrossdiversefields.Scholarsgloballyhaveextendeditsusefromorganizationalbehaviortoeducationandpoliticaldiscourse.InthecontextofthisstudyontheconnotativedifferencesinChineseandEnglishcosmeticsadvertisements,Hofstede’sframeworkoffersacruciallenstodissecthowculturalvaluesembeddedinpowerdistanceandotherdimensionsshapeadvertisingmessaging,bridgingcross-culturalcommunicationgapsinthecosmeticsindustry.2.2PreviousResearchonCommercialAdvertisementsCommercialadvertisements,asavitalcarrierofculturalvalues,isdeeplyinfluencedbyvariousculturaldimensionsinitsconstructionanddissemination.ExistingliteraturehasexploredtheconnotativedifferencesbetweenChineseandEnglishcosmeticadvertisementsthroughthetheoryofculturaldimensions,providingtheoreticalperspectivesforcross-culturaladvertisingresearch.Inforeign,NiPutuMeiraPurnamaYanti,INyomanSujayaandMirsaUmiyati(2022)employedamultimodalsemioticsapproachtocompareIndonesianandWesterncosmeticadvertisements,revealingthatverbalandvisualsignsareimportantcomponentsthatcancreateinformativeandattractiveadvertisementsinordertopromoteabrand’sproducts.MelikaKordrostami&RussellN.Laczniak(2022)adoptedafeministperspectivetoanalyzenarrativesoffemaleempowermentinadvertising,demonstratingthathavefemalepowertypologyinhandcanguideadvertisersincreatingadvertisementcampaignsthatincludemultiplefemalepowerdimensions.MartinEisend,AdrienneF.Muldrow,andSaraRosengren(2023)focusedonthecutting-edgethemeofdiversityandinclusioninWesternadvertisingresearch,emphasizingthatfutureresearchshouldincludeotherdiversityattributes,considermultiplediversityattributesandintersectionality,andincludeanadvertiserperspectivetounderstandwhyadvertisingsometimesisneitherdiversenorinclusive.InChina,ZhengLijuan(2017)proposedthatcommercialadvertisingslogansshouldbetranslatedwitharhetoricalawareness.DuLifen(2018)paidearlyattentiontothelinguisticcharacteristicsandtranslationstrategiesofEnglishcommercialadvertisements.YeYuchun(2019)analyzestheculturallogicoflocaladvertisingfromtheperspectiveoflanguagecognitionthroughthestudyofcognitivemetaphor.ZhangChenxi(2019)tookcosmeticsadvertisingbetweenChinaandSouthKoreaasthecentertocarryoutcross-culturalcomparison.AlthoughthedifferencebetweenChineseandEnglishwasnotdirectlyinvolved,semioticanalysismethodprovidedmethodologicalreferenceforsubsequentresearch.YangJing(2021),aimingattheChinesemalebeautymarket,foundthatadvertisinglanguagefocusesonexpressionsinlinewithlocalconsumerpsychology,reflectingtheinfluenceofculturaldimensiononadvertisingstrategiesinsubdividedfields.MaYanyun(2023)analyzedthemacro-levelculturalroots,highlightingthecontrastbetweencollectivistvaluesinChineseandindividualisticemphasisinEnglishadvertisingslogans,whileZhangMengyu(2023)providedtheoreticalsupportbydirectlyapplyingtheculturaldimensiontheorytocross-culturalcomparisons.LiYing&DongHailin(2024)exploredthestrategyoftranslatingadvertisingphrasesintoChinesefromtheperspectiveofSkopostheory,emphasizingtheneedtoadjusttranslationmethodsaccordingtothecharacteristicsofChinesehigh-contextculture.HeWenwen(2024)focusesonthemarketbreakthroughpathofChinesebeautybrandsandpointsoutthatculturalempowermenthasbecomeakeystrategyfortheriseofdomesticproducts.Commercialadvertisementsreflectculturalvalues,andresearchoncross-culturaldimensionsofcommercialisgraduallydeepening.Internationalscholarshaveexploredadvertisementsthroughmultimodalsemiotics,feministperspectivesanddiversitythemes,highlightingtheinfluencesofcultureonvisualandnarrativestrategies.InChina,studieshavetransitionedfromlinguistictoculturalanalysis,identifyingcollectivismandindividualismorientationsinadvertising.However,therearestillfewtargetedcomparisonbetweenChineseandEnglishcosmeticsadvertisementsthroughthetheoryofculturaldimensionsframeworkremainsscarce.Thisstudyfillsthisgapbyexamininghowculturalvaluesunderpintheconnotativedisparitiesinsuchadvertisements.IIITheoreticalFramework3.1OverviewoftheTheoryofCulturalDimensionsThetheoryofculturaldimensionsoccupiesacentralpositioninthefieldofcross-culturalresearch.OriginatingfromtheworkoftheDutchsocialpsychologistGeertHofstedeinthe1970s,itestablishedascientificparadigmfortheanalysisofculturaldifferences.Priortoitsemergence,academicconceptionsofculturewereoftenuni-dimensional,primarilyrelyingonsuperficialobservations.Thistheoryconceptualizescultureasacomplexmatrixofinterrelateddimensions,eachdimensionbeingmanifestedtodifferentextentsindiversecultures.Takethepowerdistancedimensionasanexample.Inhierarchicalculturessuchastraditionalfeudaldynasties,thereexistsasubstantialgapbetweensuperiorsandsubordinates,withcommunicationconformedtostrictnorms.Incontrast,inegalitariancultures,likethosecommonlyfoundincertainNordiccountries,thepowerdistanceisminimal,whichpromotesmoreequitablecommunicationbetweenemployeesandleaders.Thefundamentalsignificanceofthetheoryliesinitsmeticulousinvestigationofhowcultureshapesindividualbehavior,cognition,andsocialstructures.Throughtheexaminationofdimensionssuchaspowerdistance,individualismversuscollectivismandsoon,onecangainaprofoundunderstandingofcross-culturaldifferencesinvalueorientations,behavioraldecision-makingprocessesandcommunicationpatterns.Itprovidesasolidtheoreticalfoundationforcross-culturalresearch,drivingitsdevelopmentalongamorescientifictrajectory.Inthecontemporaryglobalizedera,markedbytherapidgrowthofcross-culturalinteractionsandinternationalbusinessactivities,thetheoryofculturaldimensionsplaysacrucialguidingrole.Itenablesthepredictionandinterpretationofbehaviorsinvariousculturalcontexts,therebyfacilitatingenhancedmutualunderstandingandcooperationamongindividualsfromdiverseculturalbackgrounds.3.2TheFiveDimensionsoftheTheoryofCulturalDimensionsThefirstdimensionispowerdistance.Thisdimensiongaugeshowdifferentculturesacceptunequalpowerdistribution.Powerdistancereferstotheexpectationandacceptanceofunequaldistributionofpowerbymembersinacountry’sorganizationsandinstitutions.Inacountrywithacultureofhighpowerdistance,peoplearecontentwiththeirpositioninthesocialhierarchyandregardinequalityinsocietyasasocialrule.Theyalsobelievethatleadersshouldberespectedandenjoyprivileges.Inthatkindofsociety,peoplehaveastrongsenseofpower.Conversely,inacountrywithacultureoflowpowerdistance,theboundariesbetweenthesuperiorandtheinferiorareblurredandtherelationshipismoreeasy-going.People’spowerawarenessisweak.Moreover,membersofthatsocietybelievethattheunevendistributionofpowershouldbeminimized.Theemotionaldistancebetweensuperiorsandinferiorsissmaller.Itiseasierforinferiorstodiscussissueswiththeirsuperiorsandeventorefutetheirsuperiors’opinions.Itisbelievedthatsuperiorsandinferiorsareessentiallyareessentiallyequal.Theseconddimensionisuncertaintyavoidance.Uncertaintyavoidancereferstowhetheracountryissubjecttouncertaineventsandunconventionalenvironmentalthreatsthroughformalchannelstoavoidandcontroluncertainty.Inhighuncertaintyavoidancesocieties,membersareaversetotheunknownandchange.Theywillformulatestrictrulestominimizeuncertainty,preferstability,andarecautiouswithnewthings.Inlowuncertaintyavoidancecultures,thereisanopenattitudetouncertaintyandchange.Innovationandadventurousbehaviorsareencouraged,thereisahighertoleranceforambiguityandarelaxedenvironment.Thethirddimensionisindividualismversuscollectivism.Theindividualismversuscollectivismdimensionmeasureswhetherasocietyisconcernedwiththeinterestsoftheindividualorthegroup.Inindividualisticcultures,individualindependenceandself-actualizationareprioritized.Personalneeds,goals,andachievementsarehighlyvalued,withindividualspursuinginterestsindependentlyandesteeminguniquenessandfreedomofchoice.Collectivistculturesrevolvearoundcollectiveinterests,harmony,andunity.Thesetwoculturesinfluenceanddominateeachother,andpeople’sviewsonsocietyarealsodifferent.Incollectivism,thecontributiontotheentiresocietyisregardedasanecessaryconditionforanindividual’ssurvivalanddevelopment.Whileinindividualism,anindividualvalueandinterestsaremoreimportant.Thefourthdimensionismasculinityversusfemininity.Masculinitystandsforasocietyinwhichsocialgenderrolesareclearlydistinct.Menaresupposedtobeassertive,tough,andfocusedonmaterialsuccess.Womenaresupposedtobemoremodest,tender,andconcernedwiththequalityoflife.Inmasculinecultures,menholdmorepositionsofpower,getpaidmore,andareexpectedtoactinamasculinemanner.Womengettheshortendofthestick.Theyareexpectedtobecaretakers,arepaidless,andarenotfairlyrepresentedinpositionsofpowerinanyfield.Femininitystandsforasocietyinwhichsocialgenderrolesoverlap:Bothmenandwomenaresupposedtobemodest,tender,andconcernedwiththequalityoflife.Hofstede’sculturaldimensionstheorywasenrichedwiththeadditionofthefifthdimension,long-termorientationversusshort-termorientation.Thisdimensiondescribeshowsocietiesdealwiththepresentandfuturechallengeswhilemaintainingsomelinkswiththeirownpast.Long-termorientationculturesareforward-looking,valuingplanning,tradition,andperseverance.Peoplesave,investineducation,anddelaygratificationforlong-termgoals.Short-termorientationculturesfocusonthepresent,emphasizingimmediatebenefits.Peopleseekinstantenjoymentandprioritizeshort-termeffectswhendeciding,withlessregardfortraditions.IVResearchontheCurrentSituationandDifferenceComparisonofChineseandEnglishCosmeticsAdvertisements4.1TheCurrentSituationandCharacteristicsofChineseandEnglishCosmeticsAdvertisementsThecurrentcharacteristicsofChineseandEnglishcosmeticsadvertisementsisdefinedbythedynamicinterplayofculturalbackgrounds,consumerpreferencesandmarketingstrategies.Withtheriseofdigitalmediaandglobalization,bothmarketshaveseenanexpansioninadvertisingchannelsthatnowencompasstraditionalTVcommercialsandsocialmediacampaigns.However,subtleculturaldifferencescontinuetoshapethelinguisticandvisualelementsoftheseadvertisements.Chinesecosmeticsadvertisementsexhibitapronouncedemphasisonculturalauthenticityandcollectivevalues.Linguistically,theyoftenemploypolysyllabicadjectivesandtraditionalidiomaticexpressionstoconveyproductefficacy.Brandnamesoftenincorporatesymbolsofheritage,reinforcingtrustandfamiliarity.Visually,advertisementsprioritizeharmoniouscompositionswithsoftcolorpalettesandnaturalimagery,reflectingtheculturalpreferenceforsubtletyandbalance.Narrativestructuresusuallyfollowaproblem-solutionformat,appealingtopracticalneedswhileintegratingfamilialorsocialbenefits.Englishcosmeticsadvertisementsarecharacterizedbyindividualismanddirectness.Languagereliesonconciseness,action-orientedverbsandsuperlativestocreateanimmediateimpact.Brandidentitiesoftenadoptinternationalizednamestoshowcasemodernityandsophistication.Visually,advertisementsattractattentionwithbold,high-contrastimagesanddynamiccompositionstocaptureattention,oftenshowcasingmodelsembodyingaspirationallifestyles.Narrativethemesprioritizeindividualself-expressionandempowerment.Digitalcampaignsleverageuser-generatedcontentandinteractivefeatures,emphasizingindividualcreativityandtrend-leadingbehavior.4.2ComparativeAnalysisofChinaandEnglishBasedontheTheoryofCulturalDimensions4.2.1AnalysisfromthePerspectiveofPowerDistanceExample1​ChineseAdvertisement:毛戈平，由美妆艺术大师毛戈平先生创立。凭借大师精湛技艺与对东方美学的深刻理解，秉持专业、极致态度，打造契合东方人肤质与审美的高端美妆产品，为您呈现权威专业的美妆体验。(毛戈平)EnglishAdvertisement:AtGlossier,webelievebeautyisaconversation,notacommand.Welistentoyou,ourcommunity,tocreateproductsthatfityourreal-lifeneedsandcelebrateyouruniquebeauty.(Glossier)ThecharacteristicsofhighpowerdistanceculturearestrikinglyembodiedintheadvertisementsofMAOGEPING.Atthecommencementoftheadvertisements,itstronglyhighlightsthatthebrandwascreatedbya“美妆艺术大师”.ThistitlecarryinggreatweightgivesMr.MaoGeping,thebrand’sfounder,anauthoritativeidentityinthefieldofcosmetics.Inhighpowerdistanceculture,peoplespontaneouslytendtoconfideinauthorities.Thecombinationofthecelebrityeffectandtheprofessionalstatusbringsaboutapowerfulpersuasiveness.Thesewordsplacethebrandatahigherlevelandcreateanobviouspowerdistancebetweenthebrandandtheconsumers.Thestatement“为您呈现权威专业的美妆体验”furtherstrengthensthebrand’sleadingposition.Itmakesitevidentthatconsumersareinapassivepositiontoaccepttheproductsofferedbythebrand,anditfullyconformstothecharacteristicsofrecognizingauthorityandthedistincthierarchicalstructureinhighpowerdistanceculture.Incontrast,theadvertisementofGlossierdemonstrateslowpowerdistance.Theexpression“beautyisaconversation,notacommand”intheadvertisementdirectlydefiesthetraditionalauthoritativerelationshipintheformofcommands,conveyingtoconsumersthebrand’sconceptofpromotingequalconversationalinteractionandimmediatelybringingthebrandandtheconsumersclosertogether.Whenitcomestoaculturewithlowpowerdistance,peoplepaymoreattentiontoequalcommunication.Byemphasizingcommunicationwithconsumersinthisway,brandsaremorelikelytoreceiveconsumers’favorandapproval.“Welistentoyou”takesconsumersascounterpartsforequalconversation,highlightingthebrand’sgreatemphasisonconsumers’needsandsuggestions.Thestatement“createproductsthatfityourreal-lifeneedsandcelebrateyouruniquebeauty.”furtherhighlightstheconsumer-centeredconceptandrespectingtheindividual'suniquenessandautonomy.Brandsarenolongerunilaterallyoutputtingproductsandconcepts,butratherbuildingabridgeoftwo-waycommunicationwithconsumers,trulyachievingequalinteractionandfurthershowingthecultureoflowpowerdistance.Thisgroupofadvertisementsdistinctlydemonstratesthedifferencesintheexpressionsofadvertisementsunderdifferentculturalbackgroundsinpowerdistance.Chineseadvertisementsconstantlyemphasizethebrand’sprofessionalismbyhighlightingthefounder’sauthoritativeidentity,establishingaclearhierarchicalrelationshipbetweenthebrandandconsumersandconformingtotherespectforauthorityinhighpowerdistance.Incomparison,Englishadvertisementshaveequaldialogueastheirbasis.Bylisteningtowhatconsumersneed,theyconstructatwo-wayinteractionmechanism,fullyreflectingtheemphasisofthelowpowerdistancecultureonequalinteraction.Thedifferenceisnotonlyevidentlyshowninthelanguageexpressions,butalsodemonstratesthedifferentculturalvaluesinthespreadofadvertisements.Example2​ChineseAdvertisement:成为值得消费者信赖的权威护肤品牌，引领肌肤护理新潮流。(韩束)EnglishAdvertisement:Joinourglobalbeautycommunity.Yourideasandfeedbackdriveoursustainablebeautyinitiativesforward.Together,wecanmakeadifference.(Innisfree)IntheadvertisementofKANS,themarksofhighpowerdistancecultureareevidenteverywhere.Fromtheperspectiveoflanguageexpression,theword“权威”issimilartoaprominentidentitymarker,placingthebrandinasuperiorpositionintheskincarearea.Inhighpowerdistanceculture,authorityrepresentsabsoluterightfulnessandreliability.Whenconsumersarefacedwithauthority,theyoftenlayasidetheirdoubtsandmakethechoicetotrust.Thedescription“引领肌肤护理新潮流”booststhebrand’spowerstatustoahighereminence.Analyzedfromtheperspectiveofcommunicationstrategies,thisadvertisementadoptsatypicalone-wayindoctrinationmodel.Thewayofdisseminationissimilartothetop-downinformationsendingmodelinhighpowerdistanceculture.Inthismodel,superiorscontroltheabsoluterightofexpressionandsubordinatesonlyhavetoacceptandobey.Throughsuchaone-wayinformationoutput,thebrandconstantlyenhances