Abstract
摘要
Contents
1 Introduction
1．1 Research background
1．2 Significance of the study
1．3 Organization of the thesis
2 Literature Review
2．1 The relationship between culture and communication
2．1．1 Definition of culture and communication
2．1．2 Previous studies on communication style
2．2 Theory of high and low context culture
2．2．1 Definition of context
2．2．2 The introduction of high and low context culture
2．2．3 Characteristics of high and low context communication
2．3 Introduction to advertising language
2．3．1 Functions of advertising language
2．3．2 Characteristics of advertising language
2．3．3 The relationship between culture and advertising
3 Methodology of the Study
3．1 Research questions
3．2 Data collection
3．3 Data analysis
4 Results and Discussion
4．1 Similar communication style---directness
4．2 Different communication styles
4．2．1 Implicitness versus explicitness
4．2．2 Elaboration versus succinctness
4．2．3 Collective initiation versus individual initiation
4．2．4 Self-effacement versus self-enhancement
5 Reasons for Different Communication Styles
5．1 Different sociaI and historical roots
5．1．1 The agricultural civilization and feudalism system
5．1．2 The “melting pot” and industrial civilization
5．2 Different thinking patterns
5．2．1 Spiral thinking versus linear thinking
5．2．2 Synthesis versus analysis
5．3 Different cultural value systems
5．4 Different language habits
6 Conclusion
6．1 Findings of the study
6．2 Implication of the study
6．3 Limitation of the study
Bibliography
Acknowledgments
攻读硕士学位期间发表的论文
声明
Appendix
