Research Post 8

Differences in advertisements

Cultural differences:

Cultural differences do not only make people think differently, but also cause people to communicate differently. From previous research, it is known that China has a collectivistic culture (Triandis, 1990) and that United States has an individualistic culture (Hofstede, 1984). With this in mind, many people assume that Chinese and Americans always act according to their cultural values, even though cultural values do not predict individual behavior all the time. In addition, with societal changes, it is possible for cultural values to shift over time. Hofstede (2001) said that “cultures, especially national cultures, are extremely stable over time…change comes from the outside, in the form of forces of nature or forces of human beings: trade, conquest, economical or political dominance, and technological breakthroughs” (p. 34). With the economical and technological changes in China after the open door policy, the younger generations in China have made a gradual shift to become more individualistic than the older generation (Zhang & Shavitt, 2003).


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