summary

With the increasing frequency of the global economy and international trade, cosmetics advertising plays an increasingly important role in people's lives. As a result, there is a growing body of research on cosmetic advertising. This study collects a large number of corpus and authoritative cases from TV commercials, social media advertisements (such as Weibo, Instagram) and print advertisements, selects well-known materials, and uses Hofstede's cultural dimension theory as the theoretical basis, mainly using the combination of theoretical analysis and case analysis. By analyzing the Chinese and American cosmetics advertising slogans, this paper explores the differences and commonalities of the two in the cultural dimension of Hofstede, and analyzes its influencing factors, which can help enhance people's cross-cultural communication ability, and provide reference for the development of the cosmetics advertising industry in China and the United States and the advertising strategy of China and the United States.

Keywords: Hofstedet cultural dimension; cultural differences between China and the United States; cosmetics advertising; cross-cultural communication; Advertising strategy

introduction

In today's globalized world, the cosmetics industry has become a highly international industry. With the rapid rise of the Chinese market, more and more international cosmetics brands have entered China, and at the same time, Chinese local brands have begun to go global. In this process, advertising is an important bridge between brands and consumers, and its communication effect directly affects the market performance of the brand. However, due to the significant differences in cultural values and consumption habits between China and the United States, the same advertising strategy may have very different effects in different cultural contexts.

However, most of the existing studies focus on the language level, and there is a lack of systematic comparison of cultural dimensions. Hofstead's theory of cultural dimensions provides a systematic framework for analyzing cross-cultural differences. The theory reveals the deep differences between different national cultures from six dimensions (power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, long-term vs. short-term orientation, indulgence and restraint). This study uses this theory to conduct a comparative analysis of cosmetics advertising in China and the United States, aiming to reveal how cultural factors affect the expression and communication effect of advertising, and to provide targeted advertising strategy suggestions for multinational cosmetics companies.

Chapter 1 Literature Review

1.1 Research status of cosmetic advertising slogans

Cosmetics advertising is a commercial created for the sale of cosmetics, which reflects the aesthetic standards and ideal female image in a society.

1.1.1 Current status of domestic research

Since the 80s of the 20th century, Chinese researchers have begun to extend their research attention to the study of cosmetic advertising slogans. Referring to Sun Jing's (2014) research on the classification of advertising language, this study divides the research results of cosmetic advertising language into three stages.

The initial stage was from 1949 to 1999, and the research results in this stage were mainly concentrated after 1987, that is, in the early stage of reform and opening up. At that time, the commodity economy began to develop, and cosmetics advertisements appeared frequently in people's eyes. As a form of language application, cosmetics advertising slogans have gradually attracted the attention of Chinese researchers. Since the research on advertising language is still in its infancy during this period, there are relatively few research results, mainly from the perspective of pure language, and the representative research results are: Li Junping (1987) "Basic Characteristics of Cosmetics Advertising Language" and so on.

The second stage was from 2000 to 2010, with the deepening of reform and opening up, the momentum of economic development became stronger, and advertising became popular. Enterprises pay more attention to the importance of advertising and have created many classic advertising slogans. At the same time, people's material needs are increasing, the pursuit of "beauty" has also improved, and men's cosmetics have also begun to develop. At this stage, researchers have conducted more in-depth research on cosmetic advertising language from the perspective of linguistics, and the research perspective has been broadened to combine marketing, communication and other disciplines, and from the research of cosmetics advertising in China to the cross-cultural level. Representative research achievements include: Yang Tai (2001) "How Cosmetics Advertising Works", Yi Danli (2004) "Men Also Love "Pretty - Analysis of Men's Cosmetics Advertising", Li Yan (2006) "Dynamic Adaptation of Advertising Slogans to Audience Psychology - A Study Based on Chinese Women's Cosmetics Advertising" [28], Li Zhijian (2009) "Psychological Basis and Aesthetic Appeal of Women's Cosmetics Advertising: A Comparative Study of Advertising at the Cross-Cultural Level", etc.

The third stage is the boom stage, that is, from 2010 to the present. Since 2010, with the development of mobile terminal technology, advertising channels and forms have become increasingly diversified, such as soft placement of advertisements and short video platforms. The cosmetics advertising industry has also ushered in a prosperous period of its development, and the research on cosmetics advertising slogans has entered a stage of rapid development, and the perspective of interdisciplinary research has been broadened to sociology. From a sociological point of view, as a socio-cultural phenomenon, cosmetics advertising slogans reflect the power relations and cultural characteristics of a specific society, which are revealed through the language of cosmetics

The study of social phenomena has also significantly increased the depth of cosmetic research. Representative research achievements include: Zhang Zhen (2010) "Analysis of the Image of Men and Women in Cosmetics Advertising - Taking Two Perfume Advertisements as Examples", Zheng Wei (2010) "Cosmetics Advertising Appeal and Advertising Effect in Chinese TV Media", Zhang Xin (2018) "Exploration of Cosmetics Advertising Slogans from the Perspective of Sociolinguistics", etc.

From the perspective of synchronicity, the research status of cosmetic advertising slogans can be divided into three aspects: (1) the level of text structure, including phonetics, vocabulary, text, rhetoric, etc.; (2) the communicative level, including communication strategies, audience psychology, communication environment, etc.; (3) Social and cultural aspects, including cultural values, moral concepts, customs and habits, etc.

For example, Lu Caiwei (2019) explores the rhetorical characteristics of Korean cosmetics advertising slogans in terms of phonetics and vocabulary, including rhyme, homonyms, and metaphorical exaggeration. Xu Yinfang et al. (2011) studied the wording rules of cosmetic advertising slogans from the perspective of words and rhetoric. Yang Yue (2018) found the linguistic characteristics of cosmetics advertising slogans from the collected corpus, including the clever use of rhetoric, catering to the aesthetic concepts of female consumers, and the use of numbers and proper nouns. Xu Qiaoyan (2018) pointed out that common rhetorical devices such as metaphor, exaggeration, personification, and pun are widely used in English cosmetics advertising, and the appropriate use of rhetorical devices is conducive to improving the effect of advertising.

At the communicative level, Wu Duoye et al. (2017) pointed out that domestic cosmetics brands should adopt naturalized translation in the translation process, that is, translators should first understand the cultural background, customs and taboos of the destination country when translating, and avoid taboo words. Huang Jiayi (2019) conducted a study on the translation skills and strategies of cosmetics. Wang Juan (2014) took L'Oréal advertising as an example to study the main factors influencing the communication mechanism of advertising, and pointed out that the brand communication subject, communication content and communication audience have the most significant impact on the brand communication effect of L'Oréal advertising, followed by the communication environment, and the television media has the least significant impact on the communication effect [39]. Li Leibing et al. (2010) based on the common psychology of women's love of beauty, vanity and fear of aging, they believe that cosmetics advertising slogans should be emotionally appealed to different ages and social classes. Gu Fan (2015) pointed out that the male cosmetics market has great consumption potential, and in order to stimulate the purchasing power of male consumers to a greater extent, cosmetics companies should pay more attention to male psychological factors in advertising and formulate more targeted advertising slogans. Song Xiaohua (2017) believes that the application of big data technology can help to provide suggestions on delivery channels, accurately control advertising playback, and evaluate the effect of advertising playback.

At the socio-cultural level, Liang Zejia (2019) compares the similarities and differences between Chinese and British cosmetics advertising slogans, and analyzes the cultural factors that cause such differences. Zhang Hongfeng (2018) pointed out that the key to cosmetics advertising and marketing at this stage is to respect consumers' customs and moral principles, mobilize the common perception between brands and consumers, and arouse consumer resonance. Wang Jinyang (2013) explores the image of women in newspapers during the Republic of China, and the traditional social model of women begins to change.

1.1.2 Current status of foreign research

According to Google Scholar, the research direction of foreign cosmetics advertising slogans is mainly divided into three levels: the influence of social culture on cosmetics advertising slogans, the dissemination of cosmetics advertising and gender stereotypes in cosmetics advertising slogans.

Research on the influence of socioculture on cosmetic slogans began in 1977, and Christiansen pointed out that the number of advertisements for skin bleaching and hair straightening products in Ebony magazine from 1949 to 1972 was declining, which meant that the image of black people was more identified and the black independence movement was a great success [46]. Abdelgbar (2016) analysed cosmetics advertising on three television channels in Sudan and found cosmetic advertising campaigns

There have been significant changes in the skin, hair, and body aesthetics of women in Central Sudan, and these changes represent the beginning of the popularity of foreign aesthetic ideas in Sudan [47]. With the development of the times and the acceleration of globalization, scholars have turned their attention to the influence of different cultural regions on cosmetics advertising slogans. Seitz (2009) examines whether perfume and skincare advertisements in the United States and Hong Kong adopt standardized marketing strategies, and the results show that perfume advertising in Hong Kong has a higher degree of standardization, while skincare advertising has a lower degree of standardization, due to different aesthetic perceptions in different regions. She then compared the degree of standardization of advertising with 63 advertisements from ELLE magazine (US and Thailand) and confirmed that there was no one standardized marketing strategy that worked in all countries and in all product categories. Brands should standardize their strategies as much as possible, tailoring their ads to meet local consumer buying habits when necessary to ensure the best results from their brand advertising (2011). Yu (2015) analyzed cosmetic advertisements in Chinese and Korean women's magazines and compared the aesthetic habits and psychological values of Chinese and Koreans. The results show that Chinese magazine readers are more accustomed to equating Western models with beauty than Korean magazine readers. In addition, cosmetics advertisements in Chinese magazines contain a lot of price information and emphasize psychosocial values such as positivity and self-confidence, while advertisements in Korean magazines rarely emphasize these information.

Some studies have taken a communicative perspective from advertising, such as Barnes (2008), which examined the impact of Japanese cosmetics advertising on Japanese female consumers, and showed that although celebrities are often featured in advertisements, they do not influence consumers' purchasing decisions. The groups that really have an impact on consumption decisions include experts, friends, and female family members. Magazines are the most influential when it comes to Japanese women's consumption decisions, while television is less influential. Slater (2012) analyzed the content of cosmetics and beauty advertisements in websites targeting teenagers, pointing out that advertisements for cosmetics and beauty products place a strong emphasis on appearance and a slim figure, and that teenagers who use the Internet are likely to be exposed to a large number of advertisements that emphasize the importance of beauty and slimness, which may cause them to have a bad impact on their bodies.

For example, Feng (2008) analyzed the male image in male cosmetics advertisements in Chinese and American magazines, and found that both Chinese and American magazines showed traditional male images in male cosmetics advertisements and did not subvert male stereotypes. Conventional wisdom holds that physical attractiveness is the most important virtue of a woman, and that all women should strive to achieve and maintain beauty. Feminism believes that standard beauty greatly oppresses women, and cosmetics advertisements often convey that women need to be passed

Cosmetics trim the appearance to achieve the beautiful message. DelSaz-Rubio (2018) analyzes TV cosmetics advertising

The most frequently popped up themes and used as a basis for assessing women's identity. The results of the survey showed that TV cosmetics advertisements conveyed two themes: women's right to beauty and women's ability to overcome the negative emotions caused by aging. Both themes make use of stereotypical views, urging women to maintain their consumption of beauty products at all times.

1.2 Research on Hofstede's theory of cultural dimensions

1.2.1 Domestic research

The research on Hofstede's cultural dimension theory in Chinese academic circles began in the early 90s of the 20th century, and its development process is closely related to China's participation in the globalization process and the growth of cross-cultural management demand after the reform and opening up.

In the first stage of theory introduction (early 1990s), with the deepening of China's reform and opening up, scholars in the fields of management, psychology and sociology began to systematically introduce Western theories from the late 80s to the early 90s of the 20th century. Although Hofstede's book Culture's Consequences (1980) was not directly translated into Chinese, its core ideas were gradually introduced to China through academic journals, international conferences, and teaching materials. In 1991, Peking University, Fudan University and other universities introduced cross-cultural management content into MBA programs, and Hofstede's cultural dimension became an important tool for analyzing the cultural differences of multinational companies. In 1994, Advances in Psychological Science published the first review article mentioning Hofstede's theory and discussing its application to the management of multinational enterprises. In 1996, scholars from the School of Management of Shanghai Jiao Tong University published a paper in the Journal of Management Engineering, using the Hofstead dimension to compare the differences between Chinese and American corporate cultures, marking the beginning of empirical research on this theory in China.

In the second stage of theoretical application and expansion (2000s), after China's accession to the WTO in 2001, the cultural conflict between multinational enterprises and local enterprises intensified, which promoted the widespread adoption of the Hofstead framework in the academic community to analyze the management of joint ventures. For example, in 003, a team from Tsinghua University studied the differences in cultural values of the senior management teams of Sino-foreign joint ventures, pointing out that "power distance" and "uncertainty avoidance" are the core dimensions of conflict. In 2005, Hofstede's book CulturesandOrganizations: Software of the Mind was published in Chinese, accelerating the popularization of the theory. Pedagogy: In 2007, Educational Research published an article on the impact of cultural dimensions on international educational cooperation, such as the cultural adaptation of Chinese students studying abroad. Communication Studies: In 2009, Li Wenjuan published "Hofstede's Cultural Dimension and Cross-Cultural Studies" in Social Sciences, which systematically sorted out the application and controversy of the theory, and became an important reference in the field of communication studies.

The third stage, the stage of criticism and localization (2010s to present), after 2010, scholars began to test the local applicability of the Hofstead dimension through large-scale empirical research. For example, in 2012, Wang Jing and Qin Anji pointed out in People's Tribune that multinational companies need to adjust their management strategies in line with China's "guanxi" culture, and relying solely on the Hofstead framework can lead to miscalculations. In 2015, the Journal of Psychology published a study revealing that the "individualistic" tendency of the younger generation in China has increased significantly, challenging the explanatory power of the traditional collectivist dimension. Scholars have proposed complementary dimensions, such as "relational orientation" (emphasizing interpersonal networking) and "face sensitivity" (focusing on social reputation), in an attempt to compensate for the shortcomings of the Hofsteide model. In 2021, Ji Hairong's doctoral dissertation compared the corporate cultures of Huawei and Apple, and found that the digital economy era needs to integrate a new dimension of "long-term orientation" and "agile innovation".

The study of Hofstede's cultural dimension theory in China has spread from the field of early management to education, communication, sociology and other disciplines, showing significant interdisciplinary characteristics.

For example, Ji Hairong (2021) compares the corporate cultures of Huawei and Apple, and finds that there are significant differences between the two in terms of power distance and long-term orientation: Huawei embodies high power distance and strong long-term orientation (emphasizing strategic planning and social responsibility), while Apple presents a short-term performance orientation with low power distance and innovation-driven. The study also points out that new trends such as "decentralized collaboration" and "glocal integration" have emerged in corporate culture in the era of digital economy, which are beyond the scope of traditional dimension explanation. Wang Jing and Qin Anji (2012) emphasize that this theory provides a framework for multinational companies to resolve cultural conflicts, but they need to adjust their management strategies according to local contexts, such as the need for foreign companies in China to balance standardized processes with China's unique "relationship network".

In the exploration of localization in the field of education, Jia Limin and Ji Liangfei (2022) reveal the structural contradiction between school (high power distance, collectivism) and family (individualistic tendency under the change of intergenerational values) in the cultural dimension through the case of home-school conflict. The study points out that the tension between the institutional authority of the school and the family's pluralistic demands for individual development is essentially the conflict between the adherence to traditional culture and the penetration of modern values, which needs to be resolved through dynamic cultural adaptation rather than a simple antagonistic framework.

In the theoretical paradigmatization of cross-cultural communication, Li Wenjuan (2009) pointed out that domestic cross-cultural communication research relies too much on Hofstede's five dimensions as an analytical template, which leads to the tendency of "dimensional instrumentalization", such as simply applying "individualistic collectivism" to the comparison of Chinese and Western media discourses, and ignoring the internal complexities of culture (such as the reconstruction of the connotation of collectivism by urban-rural differences and intergenerational differences in China).

1.2.2 Domestic research

Foreign research on Hofstede's theory of cultural dimensions began in the early 80s of the 20th century, when his theory was formally proposed.

The first stage of the theory germination and formative period (1960-1980s), research background: During his tenure as head of human resources research at IBM, Geert Hofstede conducted a value survey of IBM employees in 72 countries around the world and collected about 116,000 questionnaire data. Based on data analysis, he initially proposed four cultural dimensions: PowerDistance, Individualism vs. Collectivism, Masculinity vs. Femininity, and UncertaintyAvoide. Hofstede published Culture's Consequences, which systematically expounded the theory of four dimensions.

In the second stage of theoretical expansion and global diffusion (1980-2000s), Hofstead cooperated with Michael Bond to propose long-term vs. short-term orientation based on the study of Chinese values, which was incorporated into the theoretical framework. Hofstede collaborated with Michael Minkov to add the dimension of indulgence vs. restraint to further expand the explanatory power of the theory.

The third period of critical and theoretical revision (1990s to present) has underrepresented data: Critics point out that the IBM sample is representative of only middle-class employees and does not cover the overall culture of the country (McSweeney, 2002). Hofstede sees culture as a stable variable and ignores the dynamics brought about by globalization (e.g., the rapid evolution of values among younger generations). Shalom Schwartz's Model of Cultural Values (1992): proposes 10 universal values (e.g., autonomy, equality), emphasizing individual-level differences in values. Globisz's (GLOBE Project)'s nine-dimensional model (2004): refinement of dimensions (e.g., "future-oriented" and "human-oriented") on the basis of Hofstede, distinguishing between cultural practices and cultural values. Trompenaars' Theory of Cultural Dimensions (1993): Dimensions such as "universalism vs. particularism" and "achievement vs. belonging" were added to emphasize the specific context of cultural conflict. Acknowledging the dynamics of culture, but insisting on the simplification advantage of the dimensional model, emphasizing its instrumental value as a "cultural coordinate". The generalizability of the theory is enhanced by updating the database (e.g., 50 new countries in 2010).

The study of Hofstede's cultural dimension began with IBM's empirical research in the 1960s, and the theoretical framework was formally formed in 1980, and then expanded, criticized and revised, and is still the core paradigm of cross-cultural research. Despite the controversy between methodology and cultural reductionism, its contribution lies in the systematization and operationalization of cultural differences for the first time, providing a basic tool for intercultural dialogue in the era of globalization. Future research needs to seek breakthroughs in dynamics, technological interaction, and interdisciplinary integration

Chapter 2 Theoretical Framework

2.1 Hofstede's Theory of Cultural Dimensions

2.1.1 Core Dimensions and Definitions

From 1967 to 1973, Geert Hofstede conducted a large-scale survey of cultural values at the famous multinational company IBM (International Business Machines Corporation). His team conducted two rounds of surveys of IBM's employees in various countries, distributed more than 116,000 questionnaires in 72 countries in more than 20 different languages, and collected answers. The survey and analysis focused on the country-specific differences in the values expressed by employees in different countries. In 1980, Hofstede published his magnum opus, The Influence of Culture: Cross-Country Comparisons of Values, Behaviors, Institutions, and Organizations, and later supplemented his theories by scholars such as Penmack, and summarized five dimensions of value measurement:

Power Distance refers to the degree to which people with low status in a given society accept the unequal distribution of power in society or organization. There are great differences in this dimension between countries due to their different understandings of power. Europeans and Americans do not value power very much, they pay more attention to personal ability. Asian countries, on the other hand, pay attention to the binding force of power due to institutional relations.

UncertaintyAvoidance refers to whether a society is exposed to uncertain events and unconventional environmental threats through formal channels to avoid and control uncertainty. Cultures with a high degree of avoidance place more emphasis on authority, status, seniority, age, etc., and try to avoid these situations by providing greater occupational safety, establishing more formal rules, intolering extreme views and behaviors, trusting absolute knowledge, and expert assessments. Cultures with low levels of avoidance are more tolerant of unusual behavior and opinions, and have fewer rules and regulations. In terms of philosophy and religion, they allow different ideas to exist at the same time.

The Individualism/Collectivism dimension measures whether a society as a whole is concerned with the interests of the individual or the collective. In a society with an individualistic tendency, relationships between people are loose, and people tend to care about themselves and their small families. Societies with collectivist tendencies, on the other hand, focus on intra-ethnic relations, care for extended families, and strong ethnic ties can provide people with continuous protection, while individuals must be absolutely loyal to the community.

The Masculinity and Femininity dimensions mainly look at whether a society represents more male qualities such as competitiveness and assertiveness, or feminine qualities such as modesty and more caring for others, as well as the definition of male and female functions. The larger the value of the Masculinity Dimension Index (MDI), the more obvious the masculine tendency and the more prominent the masculinity of the society. On the contrary, it indicates that the femininity of the society is prominent. The long-term and short-term dimensions refer to the degree to which members of a culture are comfortable with delaying the fulfillment of their material, emotional, and social needs. This dimension shows the extent to which a moral life is worth pursuing without the need for any religion to justify it. The long-term orientation index has a strong correlation with economic growth in various countries. In the late 20th century, East Asia's economy grew by leaps and bounds, and scholars believe that a long-term orientation is one of the main reasons for development.

2.1.2 Comparison of Chinese and American cultural dimension scores

According to Hofstede Insights (2024), there are significant differences in cultural scores between China and the United States:

In terms of power distance, China's 80th ranks high in the PDI, which considers inequality between people to be an acceptable society. Subordinate relationships tend to be polarized and unable to defend against abuse of power by superiors. Individuals are influenced by formal authority and sanctions, and are generally optimistic about people's leadership and initiative. People should not have ambitions that go beyond their rank. The U.S. scores low on this dimension (40), which underscores the premise that the U.S. has "freedom and justice for all." This is also evidenced by the concern for equal rights in all aspects of American society and government. In American organizations, hierarchies are established for convenience, superiors are always accessible, and managers rely on the expertise of individual employees and teams. Managers and employees alike want to be consulted and share information frequently. At the same time, communication is informal, direct, and participatory. It follows that Chinese advertising is more dependent on authoritative endorsements.

With a score of 43 on individualism, China is a collectivist culture in which people behave in the interests of the group, not necessarily their own. In-group considerations influence hiring and promotion, while closer in-groups, such as families, receive preferential treatment. Employee commitment to the organization (but not necessarily to the people in the organization) is low. While relationships with colleagues are cooperative in internal groups, they are cold and even hostile to external groups. Personal relationships trump tasks and companies. A score of 60 indicates that the United States is an individualistic culture. It is reflected in the premise of "liberty and justice for all" in the United States, as evidenced by the clear emphasis on equal rights in all aspects of American society and government. In U.S. organizations, superiors are approachable, and managers rely on the expertise of individual employees and teams. Managers and employees alike want to be consulted, and information is shared frequently. At the same time, communication is informal, direct, and participatory to a certain extent. This society is loose, and the expectation is that people only take care of themselves and their immediate family members and should not be (overly) dependent on the support of the authorities. American advertising emphasizes "self", while Chinese advertising emphasizes "group".

In terms of long-term orientation, China scores 77 in this dimension, which means that it is a very pragmatic culture. In a pragmatic society, people believe that truth depends largely on the situation, context, and time. They have demonstrated the ability to easily adapt tradition to changing circumstances, a strong propensity to save and invest, thrift, and the perseverance to achieve results. The U.S. scores 50 on this dimension, indicating no dominant preference. On the one hand, Americans tend to analyze new information to check whether it is true. This should not be confused with the fact that Americans are very pragmatic, which is reflected in the "I can do it" mentality. U.S. businesses measure their performance on a short-term basis, publishing income statements every quarter, prompting individuals to strive for quick results in the workplace. Therefore, the national advertising focuses on "lasting beauty", and the American advertising promotes "immediate effect".

These differences provide a rationale for cross-cultural advertising analysis.

Chapter 3: A Comparative Analysis of Cosmetics Advertising Slogans in China and the United States

3.1 Comparative analysis of the characteristics of advertising texts

At the level of textual features, this study mainly explores how advertising slogans communicate advertising messages through rhetorical and information transmission methods that interact with consumers.

3.1.1 Comparative analysis of the use of metaphors

In cosmetics advertising slogans, metaphor is a commonly used rhetorical device to describe or illustrate thing A with thing B that has similarities with thing A, which is mainly divided into simile (direct metaphor) and metaphor (metaphor). A simile is a figure of speech device that connects two different things with some common characteristic, the purpose of which is to compare the abstract or unfamiliar with the concrete or familiar so that people can understand it better. In English, it is common to use as or like to express similes, and in Chinese, similes are expressed in a variety of ways, such as: "like", "like", "like", "like", "......like", "like", "like Like", "like", "like", etc. For example, 'activebecausetheMicellesattractdirt,oilandmake-uplikeamagnet.' ) and 'Strongislightasair.' (light and strong as air.) and "an incomparable moist texture like a feather" and "full of the aqueous energy of the Granville rose, circulating on the inside and soft on the outside, like rose petals". Chinese cosmetics advertising slogans, on the other hand, tend to use similes as a rhetorical device.

3.1.2 Comparative analysis of exaggerated use

Exaggeration is a rhetorical method that deliberately exaggerates or shrinks the image, characteristics, role, and degree of things in order to achieve a certain expressive effect. For example, in the Chinese sample, "Fresh continues to explore and innovate in the field of facial masks, turning naturally derived ingredients into pure facial masks with excellent formulas, bringing a safe and effective skincare experience and unparalleled sensory enjoyment." "And the U.S. 'BeyondPerfecting.Foundation+Concealer.' (More perfect than perfect, foundation concealer 2-in-1. ）。 It can be seen that cosmetics companies in both China and the United States have appropriately adopted the rhetorical device of exaggeration in their advertising slogans. Reasonable exaggeration in advertising can not only attract the attention of consumers, but also highlight the characteristics of the product and leave a very deep impression. Excessive exaggeration, such as "natural enough to eat plant eye cream", "no freckle, I eat it" and other advertising slogans, often make the advertisement detached from the actual situation, lack basic sincerity and credibility, self-defeating and incur consumer disgust. Therefore, this study argues that both Chinese cosmetics advertising slogans and American cosmetics advertising slogans appropriately use the rhetorical device of exaggeration.

3.1.2 Comparative analysis of the use of conversational and monologue messaging methods

The second type of messaging can be divided into conversational and monologue. In this study, sample ads with second-person words or questions were conversational, while monologue slogans were monologue that only stated product information and did not generate more interaction with consumers. Compared with the Chinese sample, the US sample focused more on consumer interaction, and the US advertising slogan used conversational product descriptions, such as 'Turnonyourshine!' Becauseyouareworthit!’ (Turn on your shine!) You deserve it! ）。 Conversational slogans can engage consumers in the marketing context and shorten the distance between brands and consumers. On the contrary, China mostly uses monologue product descriptions without interaction with consumers, such as, "Laneige Whitening Pure Repair Serum, the word-of-mouth product of the Laneige Whitening family, whitening ingredients penetrate the skin, repair and help reduce melanin production, deliver hydration and whitening power to the skin, make the skin fair and transparent, and improve the overall whitening and moisturization." This study suggests that Chinese cosmetics advertising slogans are more accustomed to monologue messaging, while American cosmetics advertising slogans are more accustomed to conversational messaging.

3.2 Comparative analysis of the social context of advertising slogans and their roots in cultural values

In the previous paper, this study uses Hofsteadt's cultural dimension theory to explain the root of cultural values in terms of textual characteristics and discourse practices between Chinese and American cosmetics advertising slogans.

3.2.1 The four cultural dimensions in Hofsteadt's theory of cultural dimensions

(1) The difference between Chinese and American cosmetics advertisements in the dimension of power distance

(1) Sofitel "Face Slimming" Face Slimming Facial Cleanser

A new generation of cleansing and slimming formula

Three-step face slimming

Make your face skinny

In 2004, Sofitel was awarded the title of "China Famous Trademark" by the China Trademark Administration, which is also the only well-known trademark of domestic facial cleanser brands.

(Sofitel facial cleanser Cecilia Cheung endorsement)

The dimension of power distance shows obvious differences in cosmetics advertising between China and the United States. Chinese advertisements tend to emphasize authoritative certification and expert recommendations, reflecting the characteristics of a culture of high power distance. For example, many Chinese cosmetics advertisements will highlight authoritative endorsements such as "national certification", "expert recommendation" or "medical certification" to enhance the credibility of the product by establishing professional authority. Advertisements often show images of experts in white coats or laboratory scenes, implying that the product has a scientific basis and professional guarantees.

②100%ofwomenshowedanoticeableimprovementintheirskin. Basedona12weeksU.S.clinicaltestCeramideCapsuleswereusedwitharegimenofotherCeramideproducts.

（ElizabethArdenCeramideCapsulesDailyYouthRestoringSerum）

③Instantlybootslipmoistureupto37%inlaboratorytests.

(ULTIMAII)

This is an advertisement for Elizabeth Arden's new generation time capsule, and the advertising slogan mentions that the product has been certified after 12 weeks of clinical testing. This shows Americans' rigorous experimental attitude towards skincare products and the value of believing in facts. In contrast, U.S. cosmetics advertising relies less on authoritative endorsements and more on "ordinary consumers" testimonials or celebrity endorsements, which is consistent with its low power distance. U.S. advertising tends to create an atmosphere of equal dialogue, emphasizing the personalized benefits that a product can bring to each consumer. For example, many U.S. cosmetics ads show the positive changes that ordinary people of all ages, skin tones, and body shapes have seen after using the product, conveying the idea of equality that "everyone can be beautiful."

This difference stems from the different attitudes towards authority in Chinese and American societies. Chinese society is more respectful and reliant on authority, and consumers tend to trust the opinions of experts and institutions. Therefore, Chinese cosmetics advertising reduces consumers' perceived risk through authoritative endorsement. In the United States, personal judgment and equality are more emphasized, and consumers are more confident in their own experiences and the evaluations of their peers, so advertising pays more attention to personalized emotional appeals.

In addition, the relationship between brands and consumers in Chinese advertising is often presented as an unequal relationship between "expert-learner", with brands acting as intellectual authorities imparting beauty knowledge to consumers. In the United States, advertising is more of a "friend-friend" relationship, with brands sharing beauty experiences with consumers. This disparity also reflects the cultural impact of power distance.

(2) Comparison of Chinese and American cosmetics advertisements in the dimensions of individualism and collectivism

(4) "Bulgari Rose Gold Perfume for Women." Shine on every woman, harness her own charm, elegant and intoxicating. --Bulgari

(5) The skin and you are becoming more and more beautiful, this is a love affair with 400 million Chinese women, falling in love with their every happiness, every frustration, every transformation and every way to be loved, women are beautiful because they are loved. OLAY understands Chinese women from the outside to the inside and believes that every woman will be more beautiful. The most beautiful you is your hope and ours. ”--Olay

The dimensions of individualism and collectivism are contrasting in cosmetics advertising in China and the United States. American advertising strongly embodies the values of individualism, emphasizing self-expression, individuality, and personal achievement. Typical U.S. cosmetics ads highlight individualistic themes such as "be the best version of yourself" and "show your unique charm" to encourage consumers to express their individuality through cosmetics. Advertisements often feature personal close-ups that emphasize how the product helps individuals stand out or realize their self-worth.

⑥‘Afragrancecollection,asindividualasyouare.’（香氛合集，像你一样独立。 ）-Max

⑦‘Inthemost-wanted,most-wearableshades. Makeoneyoursignature.' (What you want most, what you are best suited for.) Take your foundation home with you. ）--Lancome

On the contrary, Chinese advertising reflects collectivist values and focuses on social identity and group harmony. Many Chinese cosmetics ads show how a product can help users gain appreciation or fit into the ideal group. Advertising scenarios are often set in social settings, such as parties, dates, or work environments, emphasizing the social recognition of the product rather than personal satisfaction. For example, some Chinese advertisements will show the favor of the opposite sex or the envy of colleagues after using a product, reflecting the influence of "face" culture.

This difference is also reflected in the choice of spokesperson. U.S. ads tend to use celebrities or influencers with distinct personalities to emphasize their unique style. Chinese advertisements, on the other hand, are more likely to choose mainstream celebrities who are widely recognized, representing the standard of beauty that is universally recognized by society. In addition, consumer portrayals in U.S. advertising are often more diverse, reflecting respect for individual differences; Chinese advertising, on the other hand, tends to display images that conform to mainstream aesthetic standards and reflect compliance with social norms.

It is worth noting that with the changing values of the younger generation in China, some Chinese cosmetics advertisements have begun to incorporate more individualistic elements, such as emphasizing the theme of "being yourself". This reflects the evolution of Chinese cultural values under the influence of globalization, but the collectivist tone still dominates.

and (3) the differences between China and the United States in the dimension of uncertainty avoidance

(9) "The Cream reverses the skin's inherent thinking of coping with time, and repairs the skin from stress in a moment before it becomes damage, as if shattering the curse of time to make the face age, and concentrating on a youthful appearance." "--The key to the skin

The uncertainty avoidance dimension shows significant differences in cosmetics advertising between China and the United States. As a moderately uncertain society, China's cosmetics advertisements tend to provide clear product efficacy promises and safety guarantees to reduce consumers' perceived risks. Many Chinese ads will detail the ingredients, the science, and how to use them, and even offer a "no refund" guarantee. Advertising language is usually more certain and absolute, such as "seven days to achieve results", "complete solution" and other expressions, to cater to consumers' demand for certainty.

(10)'Performancethatgoesfurtherindecodingthelanguageofyouth,toaddressallvisiblesignsofskinaging.' (进一步解码年轻的秘密，解决所有可见皮肤老化迹象。 )--Detox

In contrast, the United States, as a low-uncertainty avoidance society, is more receptive to the expression of ambiguity and subjective experience in its cosmetics advertising. U.S. ads are less likely to make specific claims of efficacy, and more likely to use relativity such as "may" and "helpful," or emphasize personal feelings rather than objective effects. For example, an American skincare ad might say "your skin may feel younger" instead of "reduce wrinkles by 30%". This difference reflects the greater tolerance of American culture to uncertainty.

This difference is also reflected in the regulatory environment for advertising. China's stricter regulation of cosmetics advertising requires that efficacy claims must be scientifically based, which to some extent reinforces the pursuit of certainty in advertising. Although the United States also has advertising regulation, it allows for more subjectivity and exaggeration, as long as it does not constitute explicit misleading. As a result, U.S. advertising can use emotional and imaginative appeals more freely.

In addition, Chinese consumers are more reliant on external cues (e.g., brand reputation, expert recommendations) to reduce purchase uncertainty, so advertising emphasizes these elements more. U.S. consumers trust personal judgment and experience, so advertising is more focused on eliciting emotional resonance than providing certainty. This difference is particularly evident in high-end cosmetics advertising, where Chinese ads emphasize the heritage and craftsmanship of luxury brands, while American ads emphasize a more personalized luxury experience.

(4) Comparison of long-term and short-term orientation of cosmetics advertising in China and the United States

(11) "Sulwhasoo's 4th generation #Moisturizing Ginseng Rejuvenating Cream# After 50 years of comprehensive research on ginseng, its excellent skin care benefits are delivered to the skin, so that the nutrients of ginseng can be effectively absorbed by the skin and fully moisturized. Creates a firm skin and gives the skin an endless youthful vitality. --Sulwhasoo

The long-term orientation and short-term orientation dimensions show a clear contrast in Chinese and American cosmetics advertising. As a long-term oriented culture, China's cosmetics advertising emphasizes long-lasting results, incremental improvements, and future benefits. The typical Chinese skincare advertisement promotes concepts such as "radically improves skin texture" and "long-term use is better" to encourage consumers to establish long-term habits. Visuals that often appear over time, such as showing skin improvement over time, reflect the importance of lasting value.

⑫‘MAKESHAIRSTRONGER*INJUST3MINUTES.’（三分钟使秀发强韧。 ）--Pantene

例19‘You’llseeyounger-lookingskininjustoneweek. Seewhat’spossible.’ （一周内见证皮肤新生，不信走着瞧。 ）--Neutrogena

In contrast, the U.S., as a short-term oriented culture, focuses more on immediate results, quick change, and immediate gratification. Many U.S. cosmetics advertisements highlight demands such as "immediate results" and "instant turnaround", emphasizing the immediate changes brought about by the product. Advertisements often use before-and-after techniques to exaggerate the immediate effect of using the product, such as "five-minute skin refresh" and "instant coverage", to cater to the need for instant gratification.

This difference is also reflected in the marketing of the product line. Chinese cosmetics brands are more inclined to launch product lines that emphasize systematic care and long-term maintenance, and advertisements often show the complete skincare process of "Step 1, Step 2, Step 3". U.S. brands are more likely to launch star products that emphasize the effect of a single use, and the ads highlight the convenience of "one bottle solution" or "one-step solution".

It is worth noting that as the pace of life of Chinese consumers accelerates, some Chinese cosmetics advertisements have begun to incorporate more immediate effect appeals, but they are usually still expressed in conjunction with long-term benefits. For example, the dual appeal of "immediate results, long-term improvement" is common in Chinese advertising, while in the United States advertising tends to emphasize the former. This reflects the dynamic evolution of cultural values under the influence of globalization.

Chapter IV: Conclusions and Recommendations

This study compares and analyzes Chinese and American cosmetics advertisements through Hofstede's theory of cultural dimensions, and reveals how cultural values profoundly affect the expression and communication strategies of advertising. The study found that there were systemic differences in cosmetics advertising between China and the United States in six cultural dimensions, which reflected the different psychological needs and value orientations of consumers in the two countries.

The implications for multinational cosmetics companies are manifold. First, companies need to have a deep understanding of the cultural characteristics of their target market and avoid simply transplanting successful advertising strategies from their home country to other cultural environments. For example, U.S. brands should appropriately increase authority endorsements and efficacy commitments in the Chinese market, while Chinese brands entering the U.S. market can strengthen their demands for individualism and instant gratification.

Second, ad localization should not be limited to language translation, but should be deeply culturally adapted. This includes adjustments at multiple levels such as spokesperson selection, emotional appeal, and visual performance. For example, advertising for the same product in both China and the U.S. may require completely different creative representations to align with local cultural values.

Finally, with the deepening of global cultural exchanges and the evolution of consumer values, companies should also pay attention to the adjustment of advertising strategies brought about by cultural dynamics. For example, China's younger generation, which places an increased emphasis on individual expression, may need to adjust traditional collectivist-oriented advertising strategies.

The main limitation of this study is the limitation of the scope and number of samples, and future studies can expand the sample size to include advertisements from more brands and media channels. In addition, the complement of quantitative research methods can enhance the objectivity of research conclusions. The actual measurement of cross-cultural advertising effectiveness is also a direction worth further exploration.

In conclusion, cultural factors are the key variables that affect the communication effect of cosmetics advertising. Only by deeply understanding and respecting cultural differences can companies develop truly effective cross-border advertising strategies and succeed in a globalized marketplace.