文化维度理论下中英美妆广告语的内涵差异对比研究

1frequentandthecosmeticsindustrygettingfThisresearchfocusesonthecorethemeoftheconnotativediandEnglishcosmeticsaanalysismethodandqualitatiEnglishcosmeticsadvertisements,itaimstoexploretheseconnoanalyzingthemfromthecoreculturaldimensionssuchTheresearchshowsbigdifferencesinChineseadvertisements.Chineseadvertisementsstrshowingasenseofbelongingandsocialduty.Englishconsumerneedsindifferentsocbusinessbutalsospreadculturalvalues.ThissunderstandconsumersfromdifferentcKeywords:Theoryofculturaldimensions;Cosmetic在全球化进程加速，跨文化广告传播日益频繁，美妆行业竞争愈发激烈的形势下，深入探究不同文化背景在美妆广告语中的体现具有重要意义。本研究基于文化维度理论，聚焦中英美妆广告语内涵差异，旨在为跨文化广告传播及美妆行业营销本研究围绕中英美妆广告语内涵差异这一核心主题，运用文献研究法和案例分析法以及定性分析法，通过广泛收集典型的中英美妆广告语，从而挖掘中英美妆广告语的内涵差异。从霍夫斯泰德提出的权力距离等核心文化维度对收集到的中英文研究表明，中英美妆广告语在内涵上差异显著。中文广告语注重集体认同与传统文化，体现群体归属感与社会责任；英文广告语突出个人独特性与自我提升。该差异体现出不同社会对美的认知及消费需求的不同，表明广告语言兼具商业传播和文化价值传播功能。本研究有助于美妆企业掌握不同文化消费者的心理需求，制定 1 2 3 4 4 6 7 7 f 10 21 1Withthedevelopmentofglobalization,cross-culturalcommunicationandinternationalmarketinghavebecomeanimportantpartofmoderEspeciallyinthecosmetaccuratelyunderstandtheneedsofconsumersindifferentculturalbackgroundsandlanguagesystems,areextensivelyusedandhaveaprofoundculturalhsignificantdifferencesinThetheoryofculturalconsumers'expectationsund2dimensions,includingpowerdistance,uncertaintyavoidance,individualismvecollectivism,masculinityversusfemininityanddifferentculturalbackgrounds.creationanddisseminationofcosmeticsadFromthetheoreticalpointofview,theresearchontheconnbetweenChineseandEnglishcotheoryrevealsthevariancanhelpclarifythewaysinwhichculturemoldsaculturalmarketsandexploreeffectivenessofadvertisementsbutalsohassignificantimplicationsintheconstruc3marketingendeavorsinthecosmeticsindustry.Duetothehighdegreeofglobaliadaptedtodifferentculturalbackgrounds.Ameresearchfurtherfurnishesadvertisingpractitionerswithtargetedstrategicinenhancebrandattractivenessonaglobalscale,andultThestudymainlyemploystheme“culturaldimensionstheory”and“cosmeticsadvertisements”aWebofScienceandCNKI.Thisprocessgathereddiversematerialstounderstandthewerecollected.Contentanabrandvalueconveyance,andemotionalaunderthetheoryofculturaldimensionthroughtextanalysisofChineseanddifferencesinconnotationsofadvertisementsunderdifferenrevealed.Focusonthem4Thepurposeofwritingthisliterataccuratelyunderstandtheresearchstatusinthisfield,ideinadequacies.Consequently,itclarifiesthedirectionandfocusofthisresearch,renderingbehavioralpatternsintheworkplace.ThroughhisobservationoftheoperationofIBMdimensions:powerdistance,uncertaintyavoidance,masculinityversusfemininityandindividualismversuscollectivism.Hesystematicallyarticulatedthisf1980bookCulture'sConsequences:InternationalDiffereSubsequently,collaboratingwithHongKongscholarMichaelHarrisBondthroughthe“ChineseCultureConnection”research,Hofstedeaddedafifthdimension,long-termorientationversusshort-termorientation,inhis1991workCulturesandOrganSofiwareoftheMind,whichhighlightsculturaldifferencesinfutureplanningandValuesSurvey,Hofstedeincorporatedasixthdimension,indulgenceandrestraint,inthethirdeditionofCulturesandOrganizations,focusingonculturalattitudestowarddesiresatisfactionandsocialnorms.Throughkeyrevisionsin1980,2001and2010,thetheoryevolvedandrefineditsframework.Sincethen,scho5expandingthetheory'sapplications.Charlotte&Nickerson(2022)emphasizedthatwithhighpowerdistance,lowuncertaintyandshort-termorientaHofstede'sculturaldimensionstheoryiswidelyusedinvarioappliedittovariousfistudents'willingnesstoespeechesduringmajorfestivalsthroughthislens,highlightingiculturalexchanges.Morerecently,LinHanzhengcross-culturalbusinesscocross-culturalbusinesscommunicationisthroughdecadesofresearch,hasbeenwgloballyhaveextendeditsusefromorga6hasexploredtheconnotativedifferencesbetweenChineseadvertisementsthroughthetheoryofculturaldimensions,providingtheoretical(2022)employedamultimodalsemioticsapproachtocothatcancreateinformativeandaproducts.MelikaKordrostami&RussellN.Laczniak(2022)adoptperspectivetoanalyzenarrativesoffemaleempowermentinadvertising,demonstratingotherdiversityattributes,considermultiplediversityattributesandinteculturallogicoflanguagecognitionthroughthestudyofcosmeticsadvertisingbetdirectlyinvolved,semioticanalysismethodprovidedmethodologicalreferencefor7subsequentresearch.YangJing(2021),aimingattheChinesemalebeautymarket,foundMaYanyun(2023)analyzedthemacro-levelculturalroots,highlightingthecontrastculturaldimensiontheorytocross-culturalcompaofSkopostheory,emphasizingtheneedtoadjucharacteristicsofCdimensionsofcommercialisgrhighlightingtheinfluencesofcultureonvisualandnarrativestrategies.InChina,studhavetransitionedfromlinguistictoculturalanalysis,identifyingbetweenChineseandEnglishcoThetheoryofcultural8differences.Priortoitsemergence,academiuni-dimensional,primarilyrelyingcultureasacomplexmatrixofinterrofthetheoryliesinitsmeticufhowcultureshapesindividualbehavior,cognition,anorientations,behavioraldecision-makingprocInthecontemporaryglobalizedera,markedbytherapidgrowcrucialguidingrole.Itenablesthepredictionandinterpretationofbehaviorsinvariousacceptunequalpowerdistribution.Powerdistancereferstotheexpectatiofunequaldistributionofpowerbymembersinacountry'sorganizationsandinst9thatleadersshouldberespectedandenjoyprivileges.Inthatkindofsociety,peoplstrongsenseofpower.Conversely,inacountrywithaculeasy-going.People'spowerawarenessisweak.Moreover,membethattheunevendistributionofpowershouldbeminimized.Theemotionaldistancethroughformalchannelstoavoidandcontroluncertainty.Inhightominimizeuncertainty,preferstability,andarecautiouswithindividualorthegrself-actualizationareprioritized.Personalneeds,goals,andachievementsarehighlyvalued,withindividualfreedomofchoice.Collectivistculturesrunity.Thesetwoculturesinfasanecessaryconditionforindividualism,anindividualvalueanyoflife.Inmasculinecultures,menholdmofendofthestick.Theyareexpectedtobecaretakers,arepaidless,anconcernedwiththequalityoflife.Hofstede'sculturaldimensionstheorywasenrichedwiththeadditionofthefifthdimension,long-termorientationverhowsocietiesdealwiththepresentandfuturechallenlong-termgoals.Short-termorientationculturesfocusonthepresent,emphasizThecurrentcharacteridefinedbythedynamicinterplayofculturalbacmarketingstrategies.Withtheriseofdigitalmediaandglobalization,bothmarketshavelinguisticandvisualelementsoftheseadvertisements.authenticityandcollectivevalues.Linguisticalloftenincorporatesymbolsofheritage,reinforadvertisementsprioritizehaimagery,reflectingtheculturalpreferenceforusuallyfollowaproblem-solutionLanguagereliesonconciseness,action-omodernityandsophisticatmodelsembodyingaspirationallifestyles.Narrativethemesprioritizeindividual4.2.1AnalysisfromthePerspectiveofPowerDistance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command.Welistentoyou,ourcommunity,tocreateproductsthaneedsandcelebrateyouruniquebeauty.(Glossier)Thecharacteristicsofhighpowerdapowerfulpersuasiveness.Thesewordsplacethebrandatahigherleve权威专业的美妆体验”furtherstrengthenstheIncontrast,theadvertisemethetraditionalauthoritativerelationshipintheforconsumersthebrand'sconceptofpromotingequalconversationalinteractionandimmediatelybringingthebrandandtheconsumerscloculturewithlowpowerdistance,peoplepaymoreattentiontoequalcommuniuniquebeauty."furtherhighlightstheindividual'suniquenessandautonomy.Brandsarenolongerproductsandconcepts,butratherbuildingabridThisgroupofadvertisementsdistinctlydemonstratesthedifferencesintheexpressionsofadvertisementsunderdifferethefounder'sauthoritlisteningtowhatconsumersneed,driveoursustainablebeauhighpowerdistanceculture,authorahighereminence.Analyzedfromtheperspectiveofcomodel,superiorscontroltheabsoluterightofexpressionandsubordinatesonlyacceptandobey.Throughsuchaone-wayinfoposition.ThisisexactlyavividdemonsButtheadvertisementofInnisfreehi“Joinourglobalbeautycommunity”,inaveryfriendlyinvithebarrierbetweenthetradsubjectiveinitiativetoanunprecedentedhighlevel.“Togethergoesontofurthersolididistanceculture,individualvaluesareofgreatsignificance.Brandshighlightthatconsumersarenolongerjustindividualswhmakingdecisionsforbranddevelopment.Thereconstructionoftheartofbrandvaluecreation,whichshowstheconceptofequalcoopeInessence,thedivergenceoftheseadvertisementransmissionmechanism,Chineseadvertisementsintensifythepowerdistancebetweenbrandsandconsumers,whichfitsinwiththepursuitofauthorityandobediencereflectsthecognitivedistinctionsofconsum4.2.2AnalysisfromthePerspectivEnglishAdvertisement:WithnearlytwocenturieTheadvertisementofTIMAGEobviouslyiltraditionalconceptofcontouringandshowsaboldbreakthroughoftheestablishedpatternbutalsoawakenstheadventurousmentarewillingtoembracenewproducts,aindividualizedanddifferentiated.Throughemphasizinginnovation,thebrandpreciselyadaptstothepsychologicalneedsTheadvertisementofGuerlainreflectheritageandtheprofessionalskillsaccumulatedovergenerations.Inthecultureofhighuncertaintyavoidance,peopleprofoundhistoricalheritage,thebrandconveysasignalofreliabilityandstabilitytoconsumers,effectivelyalleviatingtheirconcernsabouttheproduct'seffectioutstandingresults,furthersolidifyingthecommitmenttostabilityandpcaterstothepsychologicalneedsofconsumerswhopursuesafetyandavoidrisks,matchingthestrongdemandforcertaintyandreliabilityInthedimensionofuncertaintyavoidance,thisgroupoinspireconsumerstoexperimentwithavoidance.Conversely,Englishadvertisementshighlightthebrand'sptheyfulfillconsumers'pursuitofsafetyandcertainty,andpravoidanceofrisksandculture.ThisdifferencestemsfromthevaryingperceptionEnglishAdvertisement:Foroveracentury,ElizabethArdenhasbeenperfectingbeauty.Ourtimelessformulasbringyoureliableresults,freefromtheuncertaintiesofnewTheadvertisingsloganofBIOHYALUXadequatelypresentsthequalculturewithlowuncertaintyavoidance.“突破传统护肤科技”directlychallengesoftheestablishedskincaremodproveninthemarket.“解锁肌肤年轻新可能”furtherstrengthensthepursuitofinnovationandtheunknown.“ofthisdescription,accuratelymeetsthepsychologicaldesirepeopleinthelowuncertaintyavoidanceculturTheadvertisementofElizabethArdenthoroughtheElizabethArdenbrand.Thebrand,throughhighlightresults”clearlyassuresconsumersofthestabilityandreliabilityoftheproduct'seffectiveness,gettingridoftheirworriesregardingthevariabilityofitsoutcomes."Freefromtheuncertaintiesofuncertaintiesassociatedwithnewtrenskincareexperience.Undertheculturalenvironmentofhighuncertaintyconsumerspaymoreattentiontoavoidtheadverseconsequencesthatmayarisefromtryingtrendyprodbrandswithhistoricalsignificanceandclassicproductspreciselycaterstoconsumers’psychologicaldesireforsafeIntermsoftheuncertaintyavoidancedimension,thisgradvertisementsencourageconsumerstochallengetraditionsandeavoidanceculture.Englishadvertisements,relyinghundred-yearhistoryandclassicrecipes,hproducts,deeplyreflectingtheavoidanceofrisksandthedependenceontraditioninthecultureofhighuncertavaluesandthinkingpatternsbetweenChineseandWestern,whichdirectl4.2.3AnalysisfromthePerspectiveofIndividualismVersusCollectivismChineseAdvertisementEnglishAdvertisement:Expressyours bringingaboutconsumers'senseofidentityfortradition f nationalculture,sothatconsumerscanhavethefee commonpleasantexperiencetoeachentofMACdistinctlyembodifuniquepersonalities,positioningpersonalexpressionintheindividualismcultural,peoplearetreatedasindependentsubjectswholook”furtheremphasizesthepeople'sindividualityandautonomy.Bywayoftheseadvertisements,theMACbrandrealizesconsumers'expectaticollectivevalues,whichisconsistentwiththefeaturesofcollectivismcprioritizegrouprelationshipsandsharedinterests.ByinspirinEnglishAdvertisement:Defineyourbrows,defineyourlook,defineyourself.AnastasiaBeverlyHills,wheproductistheentirefamily,closelyassociatingtheproductwiththeoftheproduct'sfrequentusagebutalsoimpliestheemotionalconnectionamongfmembersthatstemsfromtheircomapproachofintegratingitintothefamily'sdailylifeiscospursconsumerstomakeachoiceoftheproductoutoftmculture.Consideringlanguageexpression,thfthefulfillmentoftheirself-value.Theadvertisementinspithatthebrand'scorevalueofhighlightingtheuniquenessofeachindividual.Anastasiaindividualstyles,cateringtothestrongaspThisgroupofadvertisements,intermsoftheindividualismversuscollectivismconsistentwiththefeaturesofcollectivistculturethatchercontrary,Englishadvertisementshavetheindividualatthecself-definition,theyhigthepreferenceforindividualindepdifferentculturallegaciesandsocialconceptsofChineseand4.2.4AnalysisfromthePerspectiveofMasculinityVersusFemininityChineseAdvertisement:高夫聚能醒肤乳液，创新碳酸气科技，急速释放活氧成分，改善男士肌肤三大疲劳问题干燥、粗糙、暗沉!激活能量，定制醒肤!(高夫)EnglishAdvertisement:Medi-Peel,bringingbeautyandhealthtoeverywoman,TheadvertisementsofGaofupowerfullyexpresstheculturalcharacteristicsofmasculinity.Thestatement“男人就是要争口气，勇气，才气，帅气还要有碳酸气”closelyassociatestheproductwiththevaluesofmenwhopursueachievementsoverallbuildingofaman'sexternallookandinternalqualisymbolicmeaningthatgoesbeyondthesimplepurposeofskincare.Regardingthedescriptionoftheproduct'sfunctions,“创新碳酸气科技，急速释放活氧成分”accentuatesthesenseoftechnologyandefficiency.Theword“急速”reflectstheresolutenessindealingwithproblemsrapidly,correspondingtothecharacteristicofemphasizingefficiencyinthecultureofmasculinity.Fromthetransmissionofvaluestotheemphasisonproductfeatures,thewholTheadvertisementsofMEDI-PEELfullydemonstratethecharacteristicsof"Withvisiblechanges”commitstothecare,beautyandharmonyinthecultureoffemininity,builInthedimensionsofmasculinityversusfemininity,thispresentscleardistinctions.Throughstachievementandaccentuatingtefficiency,Chineseadvertsignificanceofcare,harmonyandtenderemotionsinthefemininityculture.爽控油水润助攻真男人，成就冰爽男神!(曼秀雷敦)EnglishAdvertisement:TimelesseleganMentholatumvividlydisplaythecharacteristicsfmasculinityculture.Initially,withthesupportcharm,andtakingadvantageofthemasculinecharacteristicsthatexudeasenseofstreninthepublic'smind,theprodcultureofmasculinity,thepowerofrolemodelsisessential.Consumersoftenlookforwardtousingthesameproductstogetcloseattachedtopower,achievementandexternalimageinthemasculinitycultfromthestareffectandthedescriptionofproductfuncrevolvesaroundmen'spursuitofself-improvementandthedisplabrimmingwithastrongmasculinecharacterfworld.Associatingthebrandwithherpromptlygivestheproductdeepemotionalconnotationsandaestheticvalues.Withinthefemininityculture,theexpressionofswomen'spsychologicalrequirementsofpayingattentiontoinnerfeelingsandpursuingsoftlanguagestyle,itavoidsmakingexplicitpromisesabouandemphasizesmoreontheemotionalexperienceandaesthproduct.Bymeansofthisgentlearesonanceandlongingofmascfadvertisementsbringsoutobviouscofcelebrityrolemodels,highlightthepowerfulfunctionsoftheproducts,combineskincarewithmen'sgoalsofpursuingsuccessandshowcasingmasculinecharm,anwiththerespectforcompetition,accomplishment,andafeelingofpowerinthemasculinityculture.Takingclassicfemaleimagesasinspirationgeneratedbytheproducts,andembodythesig4.2.5AnalysisfromthePerspectiveofLong-termOrientationVersusShort-termChineseAdvertisement:片仔癀，源自明朝宫廷秘方，传承近500年，蕴含珍稀TheadvertisementofPIENTZEHUANG withthehistoricalsignofroyaluse,itendowstheproductwiththecharacteristicsof correspondstothevalueideasofpostponedsatisfactionandlong-termplanninginthebelievethatquantitativechangebringsaboutquaquickprofitsandinstantresultsandHUANG'advertisementlinestronglyhighlightsthecharactfshort-termorientedculture.Westernsocietiescommonlymindset.Therapidlifesmarksoftheyears,highlightingtheimmediacyoftheeffect.Thconfidentmentality,fulfillingthewishofpeopleinshort-termtotheirpresentfeelings.flong-termorientationversusstransmissionandthehighlightingoflong-termeffects,CconsistentwiththeesteemforhistoricalcontinuityandthevaluesofpossatisfactioninthecultureofloChineseAdvertisement:EnglishAdvertisement:CoverInthecaseofTongrentang'sadvertisements,theculturalfeaturesoflong-termorientationareparticularlyprominent.“百年中药护肤”particularlyfocusesonemphasizingtheTongrentangbrand'stime,theproductsofTongrentangmakeconsumersinsmoretrustworthyandmoresuitableforlong-termselection.“古法与现代科技融合”furtherillustratestheesteemfortraditionanlong-termorientationculture.ThecomtraditionalbenefitsofChineseherbalskincareandreliesonmoderntechnologytoenhancetheprocessofitslong-termdevelopment.Thithecombinationofexperienceinheritanceandinnovation.orientationculture.“CoverimpTheword"now"in“Getpicture-perfectskinnow!”centermoment,intensifyingthepursuitoffpeoplefocusontheirthathighlightsthepresentandseeksquickreturnsisentirelyWhenitcomestothedimensionorientation,thisclusterofadvertisementsdisplaysstrikingadvertisementshighlightthebrandcombinationofancienttraditionalmethodsaandpracticalguidancefosignificantdifferencRegardingthedimensionofpowerdistancefrequentlymakeuseoftheinfluenceofcelebritiesandresorpositioning,whileEnglishcosmeticsadvertisementstendtoprefertoadoptthewayofusecompellinglanguagetophighlightthesafetyandeffectivenessoftheproductsviaexplicitguaculturalaspectsofconformingtostandardsandavoidingpoculturallegacy.Conversely,Englishadvertisementspaygreaterqualities.Instead,Englishaflong-termorientationversusshort-termorieideathatproductsarereliableandhaveenduredthepassageoftimebylonghi