Cultural Differences from the Hofstede's cultural dimensionstheory-Mercedes-Benz advertisements as cases浅析霍夫斯泰德文化维度下的中西文化差异以奔驰广告为例Chapter Two Literature Review2.1 Intercultural Communication2.1.1 Definitions of Culture and Intercultural CommunicationAccording to William Gudykunst (1997),the interaction of factors leading tothe interaction between people from different cultures is very complex,but the resultof this association is full of personal reference,It is in Rome,the Romans do,adjust oradapt to the changes of new culture and cultural life,by those who keep their culturalidentity living in the slum culture.It is widely believed that cross-culturalcommunication has brought pressure on people,most people gradually found that hefrom the new culture at least some of their own behavior will be retained.So with theKentucky Fried Chicken in the traditional Chinese culture under the pressure of theChinese market is the same.When people face such pressure,some of them adhere tothe traditional,but others choose part of it has its own characteristics,and lead to thecharacteristics of the hybrid culture.The latter is a cross-cultural adaptation.2.1.2 Origin and Development of Hofstede's TheoryHofstede's theory of culture(1980)argues that national culture refers to "acollective programming of the mind which distinguishes one group from another."Greet Hofstede defines five aspects of culture:individualism and collectivism of maleand female definitions,long and short-term directions,or large or small powers,strong and weak uncertainty to avoid.The integration of five dimensions includescultural distance,which fully constitutes the main component,and dimensions havebecome the main cultural dimensions found in other studies.Hofstede is widely usedin various marketing and management aspects (Lynn,Zinkhan and Harris,1993;Johanna Kujala,2004)and validates other studies (Chinese culture links,1987;Hofstede and Bonds,1984).In general,these studies remain consistent with thedevelopment of Hofsted's values,thus providing a more common platform forincreasing our understanding of different cultures in the country.2.1.3 Previous Researches at Home and AbroadHofstede's theory is very influential and the five dimensions have beenextensively used by distance a lot of researchers.Bokner and Husky (1994)Test 263Computer programmers The difference between power and individualismcollectivism is the main bank of Australia.Who are low-value respondents claim thatthe group is significantly higher than the high IDV group working in a team tounderstand the work of others and informal contact with colleagues.Those high PDI,low IDV groups are aware of more discriminatory and more positive views on thebenefits of multicultural labor.Shannon Stephen Fernan,Vincenta Raman,andMcMillan (1995,p.945)gathered from more than 1,200 employees of the fourmultinational companies that promoted innovation in their 30 countries to their ownrole in the findings of the survey The One factor combines three issues,emphasizingthe need for support from the hierarchy.In the regression analysis,factor scores weresignificantly associated with PDI and were not associated with any demographiccharacteristics of the respondents.Hence,in countries with a higher power distance,innovators have a greater need to get approval from the hierarchy.Gudykunst (1989)collects answers on a survey of "ethnolinguistic identity"from 158 female and maleforeign students at a U.S.university.As cultural orientation of a society mirrors the intricate interaction of values,attitudes and behaviors shown by its members,culture has a profound impact onsocial economy.Therefore,if policymakers can make full use of this theory,adjustingeconomic policies according to specific circumstances will be conducive to thedevelopment of national economies.In addition,some studies have been found incountry-specific websites that differ in size from Hofstede-based differences.A recentstudy was made by comparing the high score on the Belgian Belgian airline websitewith a score of 94 to circumvent the uncertainty of the British Airways Web site in theUK with 35 relatively low scores on the same side.It can be easily found that theairline's website has a very simple,clear layout with limited choice of web pages onthe British Airways website with more complex content and 2 times the choice thanthe Belgian airline website.Psychologists often refer to collectivism/individualism,and most recently to females/masculinity,but scholars from other disciplines arefocused on other dimensions.Sociologists and management researchers are moreoften referred to by the distance and uncertainty of circumvention;long andshort-term directions as it grows with economic growth,attracting most politicaleconomists.The Chinese Culture Connection (CCC),a group of researchers organized byMichael Bond at the Chinese University of Hong Kong in 1987,made a research,being conducted especially to the Chinese culture.They find four dimensions ofcultural variability,that is,Confucian work dynamism,integration,human-heartednessand moral discipline.Three of these have relation to those in Hofstede's dimensions:Integration has relation to collectivism/individualism;human-heartedness withfemininity/masculinity;and moral discipline with power distance.Confucian workdynamism does not connect with any of Hofstede's theory.Chinese social scientists offer bonds to the CVS questionnaire without anysupport for the concept of uncertainty avoidance.Other places,comparing Chineseand English native speakers have repeatedly shown that English-speaking people aremore likely to use probabilistic thinking that is in the uncertain world outlook,thedegree of attribute uncertainty events,and that both in terms of speech or percentageprobability.In the field combined with Hofstede's cultural comparison with the banking industry,there are some excellent papers comparisons:Citibank 2005.The Chinese state wasshocked;wrote a paper on the 2007 culture and bank paper,and Xie Jingxiu wroteanother article also involved in the cultural comparison between HSBC and Bank ofChina.They talked about the five cultural dimensions of Hofstede.Significant and brilliant research work has been completed,face and face from theperspective of Hofstede's cultural dimension.Make full use of two-dimensional