application of colour terms in crosscultural communication 跨文化交际中颜色词运用差异研究大学论文文档格式.docx
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application of colour terms in crosscultural communication 跨文化交际中颜色词运用差异研究大学论文文档格式.docx
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Class:
999
Student:
Supervisor:
ChongqingUniversity
June,2012
TableofContents
1Introduction1
2Differentconnotationsofcoloursintheeastandwest3
2.1Thedifferentconnotationsofred3
2.2Thedifferentconnotationsofwhite4
2.3Thedifferentconnotationsofblack5
2.4Thedifferentconnotationsofyellow5
3Thecausesforthesedifferences7
3.1Association7
3.2Environment8
3.3Religionandbelief9
3.4Philosophy10
3.5Othercauses10
4Theinfluencesofdifferentconnotationsofcolourterms11
4.1Differentcolourpreferencesindifferentcultures11
5.Conclusion14
5.1Majorfindingsofthestudy14
5.2Limitationsandsuggestionsforfurtherresearch15
References16
1Introduction
Websterdefinescultureas“thevalues,beliefs,attitudes,customsandbehavioursofaparticularsocial,ethnicoragegroup”inthe“Webster’sThirdNewInternationalDictionary”(p.382).Culturecanhaveeffectsoneverythingaroundus.Thisappliestoallareasofhumanlifefrompersonalrelationshipstoconductingbusinessabroad.Whenweinteractwithpeoplefromournativecultures,culturebehavesasaframeworkofunderstanding.However,whenweinteractwithpeoplefromdifferentcultures,thisframeworkwillnolongerworkbecauseofcrossculturaldifferences.Therefore,weneedsmoothcrossculturalcommuciation,whichcanbuildupcommonframeworksforpeopleofdifferentculturestocommunicatewitheachothermoreeasilyandsmoothlytoreachthefinaltargetofhelpingminimisethenegativeimpressionofdifferencescrosscultures.
Moreover,withinanincreasinglyinternationalandglobalizationalsociety,theformertradingbarriersbetweennationsgraduallygraduatedawayinthecontemporaryage.Beingawareofthesubstantialpotentialforexpansionandprofittheinternationalmarketsprovide,corporationsindifferentcountrieshavebeguntotaketheinitiativeinparticipatingintheinternationalbusinessandaimingatthehighprofitmarginsonforeignsoil.Therefore,cross-culturalcommunicationbecomesmoreandmorecommonandimportant.
Asaresult,communicationcrossculturesneedstopaidmoreattentionandbecarefullytreated.However,duetothedifferencesongeographicposition,naturalenvironment,historyandotheraspects,therearesomesignificantdifferencesbetweenChineseandEnglishexpression,whichhasgreatinfluencesoncrossculturalcommunicationsothatitcannotbeneglected.Inotherwords,weneedtogivemoreconcernonthosecross-culturaldifferencesinordertocutdownthechanceofmisunderstandingeachother,whichwillbequitebeneficialtocrossculturalcommunication.
Asiskowntous,colourisakeypartofproducts,services,packaging,andlogosandsoon.Businessmen,advertisersandartistsallagreethattheinfluenceofcolourontheconsumercandohelptopromotethebusinessprocess.What’smore,itisaneffectivemeansofcreatingandsustainingimagesforviewers.Studiesalsohaveshownhowcolourcangrabandkeepattention,canarousetheenthusiasmofpotentialcustomers,canstirupemotionalresponses,canaffectanindividual’sviewpoint,canhelppeopleformattitudes,andcanimprovepersuasiveness(Sable,Paul,Akcay&
Okan,2011).Toacertainextent,colourisinfluentialeverywhereinthemarketplace,frombrandlogo,image,signage,packaging,andeventheproductitself.Togiveanexample,McDonaldutilizesdifferentcoloursontheirdifferentofficialwebsitesindifferntcountriestocarryoutacustomisedwebsitestrategy(Bortoli&
Jesú
s,2001).Toconclude,colourplaysavitalroleincrossculturalcommunication.Itisalsobecauseofthisreasonthatthethesiswilltake“colour”asapointofpenetrationtoconducttheresearch.
Peopleentrustcolourswithallsortsofmeaningcontainingpositiveonesandnegativeones.Thesamekindofcolourwillhavedifferentsignificances,whichmaybepositiveornegative.Althougheverypeoplewillmakethecorrespondingreflectioninemotiontocolourinsight,peopleofdifferentcultureshaveavarietyofunreasonablecognitiononcoloursinrespectthatthevariousculturesleadtodistinctionsinthinkingmodel,cognitivesystem,andbelivesandsoon.Asaresult,thisbringsaboutdistinctfeelingsandassociationaboutthesamecolourindifferentcultures.Therefore,itisveryhelpfulforustobefamiliarwithorunderstanddifferentmeaningsofcolourswithininterculturalcommunication.Withthishelp,itavailsusmuchineliminatingmisunderstandings;
reducingconflictandmakingbothofuscorrectlyunderstandtherealintentionofeachother.
Tocomplywiththisdemand,thisthesisemp
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