A Comparative Study of Sino-American Language from the Perspective of High- and Low-Context Cultural Theory—A Case Study of Automobile Advertisements

DOI

10.2991/aebmr.k.191217.072How to use a DOI?

Keywords

High and low context cultural theory, Sino-American Language, Automobile Advertisements

Abstract

In the field of cross-cultural communication, cultural context is very important, the most representative of which is Hall’ s theory of high and low context. In-depth study of high and low context culture can help us to understand the information expression in different cultural environment. In view of the different cultural background of China and the United States, the use of automotive advertising language will also have a big difference. This topic will take the automobile advertisement language as the material, take the high and low context as the theory, through a large number of examples of analysis, Chinese automobile advertisements belong to the high context, it is vague and implicit; American automobile advertisements belong to the low context, it is straightforward and frank, and all of them highlight the characteristics of automobile

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Wang Ning
PY  - 2019
DA  - 2019/12/20
TI  - A Comparative Study of Sino-American Language from the Perspective of High- and Low-Context Cultural Theory—A Case Study of Automobile Advertisements
BT  - Proceedings of the 2019 International Conference on Economic Management and Cultural Industry (ICEMCI 2019)
PB  - Atlantis Press
SP  - 416
EP  - 419
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.191217.072
DO  - 10.2991/aebmr.k.191217.072
ID  - Ning2019
ER  -