重点 1 Definition of cultureCulture is the total accumulation of beliefs, customs, values, institutions and communication patterns that are shared, learned and passed through the generations in an identifiable group of people.重点 2 Characteristics of culture(10)1、Culture is sharedCulture is a system of shared values beliefs or patterns of behaviors held in a group ,organization or society.It is not property of any individual.2、culture is cumulativeHuman beliefs, arts etc. are results of many generations.Every generations can discover the new things.The new knowledge are added to what was learned in previous generations.3、culture is learnedCulture is not inherent with any people.Culture can not be genetically and automatically passed down fromprevious generations.And it should be taught and learned by people.4、culture is adaptiveCulture is created by humans. Humans have to adapt the environment . thus is in development bears the trait of being adaptive5、culture is dynamicAt the same time that new culture are added, and the old ones are lost because they are no longer useful.6、culture is symbolicSymbols generally serve as communicative tools for a multitude purposes, on a persons as well as culture level.7 、culture is relationalCulture is an organic whole. All the components of culture are interlinked.8 、culture is implicit and explicitSome layers culture are easy to be observe, like eating , dressing, talking. But the ideas underlying the behaviors are generally hard to know.Many scholars label the culture as iceberg.9、CuIture is UniVerSal10、CUItUre is diversified重点 3 Hall'dimensionsHigh COnteXtHigh-C On text com muni catio n relies heavily On nonv erbal, Con textual andShared CUItUraI meanin gs.The meanings are not fully expressed.MeaningS are determined by how ” things are Said , rather than What ” is said.日本欧洲东部和南部阿拉伯CollectivismLow COnteXtVerbaI codes rather tha n the in formati on impliesClear Straight and to-the-poi nt com muni Cati on美国德国斯堪的纳维亚In dividualismMonochromic CUItUreDo one thing at one time, COnCentrate on the job, take time SeriOUsly, low-context and need information, commit to the job, religiously to the plans, not disturbing others, seldom borrow or lend things, emphasize promptnessPolychromic cultureDo many things at once, subject to interruptions, consider time commitments an objective to be achieved, high-context and already have information. Change plans often. Emphasize the relationships.重点 4 Triandis's individualism & collectivismIndividualismFosters independence and individual achievement,Promotes self-expression ,personal choice, individual thinking Associated with egalitarian relationships and flexibility in roles Understand the physical world as knowable apart of human life CollectivismInterdependence and group successPromotes adherence to norms Associated with stable, hierarchical roles Shared property, group ownership重点 5 Elements of communicationSource (sender)Encoding MessageMedium(channel)Receiver DecodingResponseFeedback重点 6 Grice's cooperative principleQuantity maximMake your contribute as informative as is required for the current purpose of exchange.Do not make your contribution more information than is required. (量的准则——话语提供充分而不多余的信息)Quality maximMake your contribution is ture（质的准则——话语的内容是真实的）Relation maximBe relevant（关系准则——话语与话题有关，即与所要实现的意图有关）Manner maximBe perspicuousAvoid obscurity of expressionAvoid ambiguityDe brief and orderly（方式准则——说话要清楚明白、简洁而有条理）重点7 Brown & levinson's face theoryFace is something that is emotionally invested, can be lost, maintained, or enhanced, and must be often attended to in communication People cooperate while maintaining face in interaction.Face theory: face threatening acts (FTAs)Politeness strategiesPoliteness strategies b:ald on-record 不使用补救措施赤裸裸的公开实行面子威胁行为off-record indirect strategy 非公开的实行面子威胁行为negative polite ness消极礼貌策略PoSitiVe polite ness积极礼貌策略Face: negative facePositive face重点8 Thought patternsField dependence场依存性Holistic thinking eastern peoplePerspective of the whole, all the relevant parts take into account. Easily influence by othersField independence场独立性Analytic thinking western peopleDivinding the whole into parts to analyze the features or relations between the partsHardly influence by othersEastern: field-dependence, holistic thinking, high-context Western: field-independence, analytic thinking, low-context重点9 Phases of negotiationPreparation 准备Non-task sounding 非任务测探Task-oriented exchangePersuasion 劝说ConcessionConclusion重点10 Components of a brandBrand name 品牌名称（产品）Brand mark 品牌标志（产品）Trade name 商号（公司名字）Trade mark 品牌商标重点11 SWOT analysisStrengthsWeaknessesOpportunitiesThreats重点12 Intercultural advertising strategies Standardization strategyConvey and extend the same advertising message to different markets and culturesKey point:Deal with the different markets using the same massageExample:MarlboroPhilips优点：reinforce the corporate imageSaving energyBe convenient to manage compared with several ads缺点: unlikely to be adaptive without change to all foreign culture Result in misunderstanding or conflict even ruin a business Localization strategyStresses the specialties of the local market and adaptation to the local market environment重点13 Three meaning layers of adsthe surface meaning the intended meaning the cultural meaning。