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Original Articles Open Access
sales of automobile, has played an important role in car industry. Therefore, in today’s society, the research of car advertisement is urgent. As different audiences live in different social and cultural environment, thus in accepting the advertising propaganda and in performing purchasing action, consumers show different cultural characteristics. This article is based on the power distance and individualism and collectivism in Hofstede’s cultural dimension theory. The author makes a comparative analysis from cultural perspective on Chinese and Western car advertisement so that to find out the cultural differences and to explore their influence and limitation in car advertising. The study on the car advertising will not only help domestic and foreign car production and sales providers better grasp of the current car consumption of customers, also helps them to adjust their product performance, more good to meet the automotive needs of different residents, more to help see the quality of advertising behind the car.
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Author(s): Zhang Ruirui
car advertising, cultural dimension, culture, globalization, Cultural Dimension