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摘要今天，快速发展的信息时代已经把世界联成一片，经济全球化的发展趋势越来越明显，所以世界文化发展的状况早已不是自己发展自己的，却是在互相影响下构成了文化多元存在的局面。不同文化的交往日益越频繁，人们再也没办法独处一隅而安然自乐了，文化间更加迅速的交往是大势所趋。所以在中西文化交流的过程中我们不可能回避的一个问题就是中西文化之间存在的差异。这种文化差异在一定程度上妨碍了文化的交流，给人们带来了太多的不便，想要解决文化差异的问题首先就得知道中西文化到底存在那些方面的不同，是风俗习惯，交际习俗，思维方式，或者价值观念的差异。关键词：文化维度；跨文化适应；广告翻译；AbstractIn recent years,because of the quick development of information networks andeconomic globalization,the world becomes smaller.Under this situation,the worldcultural development has changed from every country developing independently toevery country influencing each other and forming the multicultural coexistence.Thedifferent cultures exchange more and more frequently,therefore,the people could nolonger only enjoy their own cultures and they would encounter some difficulties dueto the differences between Chinese and Western cultures when they communicatewith each other.The cultural differences largely hamper the cultural exchange,whichbrings much inconvenience to the people.For the sake of solving the problems of thecultural differences,the people should find what are the differences between Chineseand Western cultures,such as,the differences of the customs,the differences of thecommunicative practices,the differences of the ways of thinking,or the differences invalues.Key Words:Cultural value theory;Cultural adaptation;Ads translationChapter one introduction1.1 Research BackgroundWith the increasing prosperity of the world economy,advertising has become apart of people's daily life.People in the radio,television,magazines,newspapers,streets,Internet and other advertising is everywhere advertising every minute.Advertising plays an important role in the modern society.In today's mass productionand intense market competition,advertising is an important means for companies tomake their products or services open to the public.Enterprises need to advertise forindustry competition,market share and sales promotion.People often needadvertisements to help them choose goods.With the constant deepening of globalization,brand management strategies ofmultinational corporations become one of the main connotations and elements ofglobal economic integration.But,every multinational corporation feces the challengewell can these corporations occupy the initiative in external cooperation andcommunication,international economics and trade negotiation,as well asinternational management of multinational corporations.In the tread ofinternationalization,advertisement marketing strategy of multinational corporationsplays an important role in international cooperation and communication,andinternational economics and trade as well.Advertising communication not onlymarketing products and expanding markets via culture,at the same time,spreadingenterprise culture and promoting cultural exchange and economic trade via productsas well1.2 Purpose and SignificanceBased on Hofstede's Cultural Dimensions Theory,this thesis focus on thecultural differences between east and west by studying the cases selected fromMercedes-Benz advertisements.Through comparison and analysis,it is can be seenthat how Mercedes-Benz builds its own brand successfully in the view of interculturalcommunication.Besides,it is also shown how Mercedes-Benz's pinpoints the social