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.docx

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.docx

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applicationofcolourtermsincrossculturalcommunication跨文化交际中颜色词运用差异研究大学论文

StudyontheDifferencesoftheApplicationofColourTermsinCross-culturalCommunication

跨文化交际中颜色词运用差异研究

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&Jesús,2001）.Toconclude,colourplaysavitalroleincrossculturalcommunication.Itisalsobecauseofthisreasonthatthethesiswilltake“colour”asapointofpenetrationtoconducttheresearch.

Peopleentrustcolourswithallsortsofmeaningcontainingpositiveonesandnegativeones.Thesamekindofcolourwillhavedifferentsignificances,whichmaybepositiveornegative.Althougheverypeoplewillmakethecorrespondingreflectioninemotiontocolourinsight,peopleofdifferentcultureshaveavarietyofunreasonablecognitiononcoloursinrespectthatthevariousculturesleadtodistinctionsinthinkingmodel,cognitivesystem,andbelivesandsoon.Asaresult,thisbringsaboutdistinctfeelingsandassociationaboutthesamecolourindifferentcultures.Therefore,itisveryhelpfulforustobefamiliarwithorunderstanddifferentmeaningsofcolourswithininterculturalcommunication.Withthishelp,itavailsusmuchineliminatingmisunderstandings;reducingconflictandmakingbothofuscorrectlyunderstandtherealintentionofeachother.

Tocomplywiththisdemand,thisthesisemp