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重點(diǎn)1DefinitionofcultureCultureisthetotalaccumulationofbeliefs,customs,values,institutionsandcommunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.重點(diǎn)2Characteristicsofculture(10)、CultureissharedCultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.Itisnotpropertyofanyindividual.、cultureiscumulativeHumanbeliefs,artsetc.areresultsofmanygenerations.Everygenerationscandiscoverthenewthings.Thenewknowledgeareaddedtowhatwaslearnedinpreviousgenerations.、cultureislearnedCultureisnotinherentwithanypeople.Culturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations.Anditshouldbetaughtandlearnedbypeople.、cultureisadaptiveCultureiscreatedbyhumans.Humanshavetoadapttheenvironment.thusisindevelopmentbearsthetraitofbeingadaptive、cultureisdynamicAtthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful.、cultureissymbolicSymbolsgenerallyserveascommunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel.、cultureisrelationalCultureisanorganicwhole.Allthecomponentsofcultureareinterlinked.、cultureisimplicitandexplicitSomelayerscultureareeasytobeobserve,likeeating,dressing,talking.Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.、cultureisuniversal、cultureisdiversified重點(diǎn)3Hall'sdimensionsHighcontextHigh-contextcommunicationreliesheavilyonnonverbal,contextualandsharedculturalmeanings.Themeaningsarenotfullyexpressed.Meaningsaredeterminedby “how”thingsaresaid,ratherthanissaid.日本歐洲東部和南部阿拉伯CollectivismLowcontextVerbalcodesratherthantheinformationimpliesClearstraightandto-the-pointcommunication美國(guó)德國(guó)斯堪的納維亞IndividualismMonochromiccultureDoonethingatonetime,Concentrateonthejob,taketimeseriously,low-contextandneedinformation,committothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptnessPolychromiccultureDomanythingsatonce,subjecttointerruptions,considertimecommitmentsanobjectivetobeachieved,high-contextandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships.重點(diǎn)4Triandis’sindividualism&collectivismIndividualismFostersindependenceandindividualachievement,Promotesself-expression,personalchoice,individualthinkingAssociatedwithegalitarianrelationshipsandflexibilityinrolesUnderstandthephysicalworldasknowableapartofhumanlifeCollectivismInterdependenceandgroupsuccessPromotesadherencetonormsAssociatedwithstable,hierarchicalrolesSharedproperty,groupownership重點(diǎn)5ElementsofcommunicationSource(sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedback重點(diǎn)6Grice’scooperativeprincipleQuantitymaximMakeyourcontributeasinformativeasisrequiredforthecurrentpurposeofexchange.Donotmakeyourcontributionmoreinformationthanisrequired.(量的準(zhǔn)則——話語(yǔ)提供充分而不多余的信息)QualitymaximMakeyourcontributionisture(質(zhì)的準(zhǔn)則——話語(yǔ)的內(nèi)容是真實(shí)的)RelationmaximBerelevant(關(guān)系準(zhǔn)則——話語(yǔ)與話題有關(guān),即與所要實(shí)現(xiàn)的意圖有關(guān))MannermaximBeperspicuousAvoidobscurityofexpressionAvoidambiguityDebriefandorderly(方式準(zhǔn)則——說(shuō)話要清楚明白、簡(jiǎn)潔而有條理 )重點(diǎn)7Brown&levinson’sfacetheoryFaceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoincommunicationPeoplecooperatewhilemaintainingfaceininteraction.Facetheory:facethreateningacts(FTAs)PolitenessstrategiesPolitenessstrategies:baldon-record不使用補(bǔ)救措施赤裸裸的公開實(shí)行面子威脅行為off-recordindirectstrategy非公開的實(shí)行面子威脅行為negativepoliteness消極禮貌策略Positivepoliteness積極禮貌策略Face:negativefacePositiveface重點(diǎn)8ThoughtpatternsFielddependence場(chǎng)依存性HolisticthinkingeasternpeoplePerspectiveofthewhole,alltherelevantpartstakeintoaccount.EasilyinfluencebyothersFieldindependence場(chǎng)獨(dú)立性AnalyticthinkingwesternpeopleDivindingthewholeintopartstoanalyzethefeaturesorrelationsbetweenthepartsHardlyinfluencebyothersEastern:field-dependence,holisticthinking,high-contextWestern:field-independence,analyticthinking,low-context重點(diǎn)9PhasesofnegotiationPreparation準(zhǔn)備Non-tasksounding非任務(wù)測(cè)探Task-orientedexchangePersuasion勸說(shuō)ConcessionConclusion重點(diǎn)10ComponentsofabrandBrandname品牌名稱(產(chǎn)品)Brandmark品牌標(biāo)志(產(chǎn)品)Tradename商號(hào)(公司名字)Trademark品牌商標(biāo)重點(diǎn)11SWOTanalysisStrengthsWeaknessesOpportunitiesThreats重點(diǎn)12InterculturaladvertisingstrategiesStandardizationstrategyConveyandextendthesameadvertisingmessagetodifferentmarketsandculturesKeypoint:DealwiththedifferentmarketsusingthesamemassageExample:MarlboroPhilips優(yōu)點(diǎn):reinforcethecorporateimageSavingenergyBeconvenienttomanagecomparedwithseveralads缺點(diǎn):unlikelytobeadaptivewithoutchangetoallforeigncultur
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