见面课：冰山之下——商业广告中的文化价值观
Culture is like an iceberg. Only a small part of culture is visible. For instance, food, dress, paintings are all apparent to eyes. But a great part of culture is hidden under the water, such as _, , and so on. views;attitudes;customs
Originally Geert Hofsted developed a model that identifies four primary cultural dimensions: _, , Individualism versus Collectivism, ___.Power Distance;Uncertainty Avoidance;Masculinity versus Femininity
Chinese consumers can be ascribed to the values of conformity and “face”.对
It’s better for advertisers to realize and take note of the different cultural values and make corresponding adjustments to their advertising appeals.对
The Americans have the spirit of innovation and risk-taking. They are not willing to cope with uncertainties inherent in life and can tolerate and accept new ideas and strangers.错
