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PAGE\*MERGEFORMAT3外国语学院本科毕业论文开题报告TitleCulturalDifferencesfromtheHofstede'sculturaldimensionstheory—Mercedes-Benzadvertisementsascases题目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I.ThesisStatementWiththeconstantdeepeningofglobalization,brandmanagementstrategiesofmultinationalcorporationsbecomeoneofthemainconnotationsandelementsofglobaleconomicintegration.But,everymultinationalcorporationfecesthechallengewellcanthesecorporationsoccupytheinitiativeinexternalcooperationandcommunication,internationaleconomicsandtradenegotiation,aswellasinternationalmanagementofmultinationalcorporations.Inthetreadofinternationalization,advertisementmarketingstrategyofmultinationalcorporationsplaysanimportantroleininternationalcooperationandcommunication,andinternationaleconomicsandtradeaswell.Advertisingcommunicationnotonlymarketingproductsandexpandingmarketsviaculture,atthesametime,spreadingenterprisecultureandpromotingculturalexchangeandeconomictradeviaproductsaswell开题报告就是个根据那篇跨文化交际视角下的麦当劳案例写的，当时只为了应付课程考核。.II.PurposesandSignificanceofStudyBasedonHofstede’sCulturalDimensionsTheory,thisthesisfocusontheculturaldifferencesbetweeneastandwestbystudyingthecasesselectedfromMercedes-Benzadvertisements.Throughcomparisonandanalysis,itiscanbeseenthathowMercedes-Benzbuildsitsownbrandsuccessfullyintheviewofinterculturalcommunication.Besides,itisalsoshownhowMercedes-Benz’spinpointsthesocialvalueandculturalstandardofitsproductsininterculturalcommunicationthroughbriefadvertisements.III.SituationofStudyFromthebeginningtillnow,interculturalcommunicationhasmadevigorousdevelopmentandconsiderableprogressinourcountryandthedevelopmentcouldbedividedintothreeperiods,whichare1980-1994,1995-2000and2001topresent.Thedevelopmentofinterculturalcommunicationinlanguageteachingareacoulddatebackto“LinguisticsacrossCulture”(1957),writtenbythelinguistRobertLadoandthesociologistEdwardT.Hallinthe1950s.Forthefirsttime,thisbooktriedtolinklanguagewithculturefromtheangleofteaching.IV.DifficultyofStudyGenerallyspeaking,itisanewpro
