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1、重点重点1 Definition of culture Culture is the total accumulation of beliefs, customs, values, institutions and communication patterns that are shared, learned and passed through the generations in an identifiable group of people. 重点重点2 Characteristics of culture(10) 1、Culture is shared Culture is a sys
2、tem of shared values beliefs or patterns of behaviors held in a group ,organization or society. It is not property of any individual. 2、culture is cumulative Human beliefs, arts etc. are results of many generations. Every generations can discover the new things. The new knowledge are added to what w
3、as learned in previous generations. 3、culture is learned Culture is not inherent with any people. Culture can not be genetically and automatically passed down from previous generations. And it should be taught and learned by people. 4、culture is adaptive Culture is created by humans. Humans have to
4、adapt the environment . thus is in development bears the trait of being adaptive 5、culture is dynamic At the same time that new culture are added, and the old ones are lost because they are no longer useful. 6、culture is symbolic Symbols generally serve as communicative tools for a multitude purpose
5、s, on a persons as well as culture level. 7 、culture is relational Culture is an organic whole. All the components of culture are interlinked. 8 、culture is implicit and explicit Some layers culture are easy to be observe, like eating , dressing, talking. But the ideas underlying the behaviors are g
6、enerally hard to know. Many scholars label the culture as iceberg. 9、 culture is universal 10 、culture is diversified 重点重点3 Halls dimensions High context High-context communication relies heavily on nonverbal, contextual and shared cultural meanings. The meanings are not fully expressed. Meanings ar
7、e determined by “how” things are said , rather than “what” is said. 日本 欧洲东部和南部 阿拉伯 Collectivism Low context Verbal codes rather than the information implies Clear straight and to-the-point communication 美国 德国 斯堪的纳维亚 Individualism Monochromic culture Do one thing at one time, Concentrate on the job,
8、take time seriously, low-context and need information, commit to the job, religiously to the plans, not disturbing others, seldom borrow or lend things, emphasize promptness Polychromic culture Do many things at once, subject to interruptions, consider time commitments an objective to be achieved, h
9、igh-context and already have information. Change plans often. Emphasize the relationships. 重点重点4 Triandiss individualism & collectivism Individualism Fosters independence and individual achievement, Promotes self-expression ,personal choice, individual thinking Associated with egalitarian relationsh
10、ips and flexibility in roles Understand the physical world as knowable apart of human life Collectivism Interdependence and group success Promotes adherence to norms Associated with stable, hierarchical roles Shared property, group ownership 重点重点5 Elements of communication Source (sender) Encoding M
11、essage Medium(channel) Receiver Decoding Response Feedback 重点重点6 Grices cooperative principle Quantity maxim Make your contribute as informative as is required for the current purpose of exchange. Do not make your contribution more information than is required. （量的准则话语提供充分而不多余的信息） Quality maxim Make
12、 your contribution is ture （质的准则话语的内容是真实的） Relation maxim Be relevant （关系准则话语与话题有关，即与所要实现的意图有关） Manner maxim Be perspicuous Avoid obscurity of expression Avoid ambiguity De brief and orderly (方式准则说话要清楚明白、简洁而有条理) 重点重点7 Brown & levinsons face theory Face is something that is emotionally invested, can
13、be lost, maintained, or enhanced, and must be often attended to in communication People cooperate while maintaining face in interaction. Face theory : face threatening acts (FTAs) Politeness strategies Politeness strategies: bald on-record不使用补救措施赤裸裸的公开实行面子威胁行 为 off-record indirect strategy非公开的实行面子威胁
14、行为 negative politeness 消极礼貌策略 Positive politeness 积极礼貌策略 Face: negative face Positive face 重点重点8 Thought patterns Field dependence 场依存性 Holistic thinking eastern people Perspective of the whole, all the relevant parts take into account. Easily influence by others Field independence 场独立性 Analytic thi
15、nking western people Divinding the whole into parts to analyze the features or relations between the parts Hardly influence by others Eastern: field-dependence, holistic thinking, high-context Western: field-independence, analytic thinking, low-context 重点重点9 Phases of negotiation Preparation 准备 Non-
16、task sounding 非任务测探 Task-oriented exchange Persuasion 劝说 Concession Conclusion 重点重点10 Components of a brand Brand name 品牌名称（产品） Brand mark 品牌标志 （产品） Trade name 商号（公司名字） Trade mark 品牌商标 重点重点11 SWOT analysis Strengths Weaknesses Opportunities Threats 重点重点12 Intercultural advertising strategies Standardization strategy Convey and extend the same advertising message to different markets and cultures Key point: Deal with
