文化差异

Chapter four explores the cultural and historical roots of the temporal-spatial differences between Chinese and Americans from the perspectives of value systems, high-context, low context, and agriculture and industry cultures.

第四章从价值体系，高、低语境，以及农业文化与工业文化三个角度进行分析，探讨了中美非言语交际的文化差异的文化及历史根源。

Only when we truly understand the national convention and cultural differences reflected by greetings, can we choose a correct way of expression in accordance with the cultural standard of the other side to reach the aim of intercultural communication.

只有正确理解与审视问候语所折射出的民族习俗及文化差异，才能正确选择符合对方文化准则的表达方式，达到跨文化交际的目的。

By drawing upon the achievements of cross-cultural communication and analyzing some specific classical cases, it discusses the relation between culture and international advertising, particularly the negative effect on the international advertising of the cultural differences among target markets.

第二、运用跨文化传播研究的相关成果，结合具体案例，探讨文化与国际广告的关系，尤其是目标市场之间文化差异对国际广告的负面影响。