【中西方礼物文化差异探究（英语）（论文）】

PAGEV中西方礼物文化差异研究ContentsTOC\o"1-2"\h\z\u27575Abstract I35761.Introduction 186372.CulturalDifferencesinGiftGiving 248652.1GiftGivingCustom 2131002.3GiftSelection 3188672.4GiftGivingMethods 3266792.5GiftGivingTaboo 4206913.CulturalDifferencesinReceivingGifts 6192543.1ReceptionPerformance 6320883.2ReturnPerformance 623684.TheReasonsfortheDifferencesBetweenChineseandWesternEtiquetteCulture 7112824.1CulturalOrigin 7101564.2ReligiousBelief 786024.3Values 8252954.4CustomsandHabits 8293525.Conclusion 1073References 12PAGEPAGEV1.IntroductionTheworldisgettingmoreandmorelittle,andtherelationshipbetweenChinaandthewestisgettingcloserandcloser.Inmutualcommunication,"giftgiving"hasbecomeaveryimportantmeansforbothsidestoincreasetheirfeelingsandexchangeideas.However,duetotheirculturaldifferences,customsandideas,theyhavedifferentunderstandingsof"giftgiving"and"whattogive".Inthiscase,thesituationofgivingthewronggiftappearsfrequently.Thiskindofsituationlightpersonmakeajoke.Producemisunderstanding.Thesituationisserious,cancausecontradictioneven.ThispapersummarizesthedifferencesbetweenChineseandWesternculturesingivingandreceivinggiftstolearnmoregiftgivingcultureandimprovecross-culturalcommunicationability.AcomparativestudyofChineseandWesternculturescanhelpreasonablyunderstandtheessenceandcharacteristicsofvariousculturesinordertoreasonablydealwithChineseandWesterncultures.Fromtheperformanceofreceivinggiftsandthechoiceofreturngifts,thispapercomparesthedifferencesbetweenChineseandWesternculturesofreceivinggifts,wecanhaveasystematicgraspoftheembodimentofthedifferentoverallvaluesoftheeasternandWesternculturesinvariousculturalelements.Secondly,itisconducivetoculturalinheritanceandinnovation.Anykindofculturecontinuesthroughinheritanceanddevelopsthroughinnovation.Inheritanceistheformofculturalexistence,andinnovationisthesoulofculturalprogressandthedrivingforceofdevelopment.Throughthecomparativestudyofgiftgivingandreceivingculture,wecanmorespecificallyandextremelyunderstandtheculturaldifferencesbetweenChinaandforeigncountriesandthechangesweneedtomake.Thispaperincludesfiveparts.Thefirstpartexplainstheresearchsignificanceofthisproblem.Thesecondpartdescribestheculturaldifferencesingiftgiving;Thethirdpartisthedifferenceinacceptinggifts;Thefourthpartisthereasonsforthedifferences;Thelastpartsummarizesthewholepaper.2.CulturalDifferencesinGiftGiving2.1GiftGivingCustomAgreatnumberofChinesedon'tshineatexpressingtheirfeelingsandemotionsdirectlyandwarmlyinpublic,that'swhygiftscanbeacarrierofsentiments.Peoplecanexpresstheirblessingsorsendsomespecialmessagesbygivinggifts.Chinesepeoplefocusonthevalueofgiftsandthegradeofgifts.Ingenerally,themoreyoulikeandrespectothers,themoreexpensivethegiftwillbe.AttheChineseNewYearorotherfestivals,peopleprefertogiveallkindsofgiftswithexquisitepackaging.It'snostrangertotheChinesethattheycan'tdoitwell.However,especiallyinthewest,suchastheUnitedStatesofAmerica,comparedwiththevalueofgifts,thesignificanceofgiftsisofteninahigherposition.InthePeople'sRepublicofChina,giftgivingisaextremelyseriousmatter.Thereisnospecialreasonwhygiftsarenotgiveneasily.Thatistosay,itismoreutilitarian.Giftgivingbetweenfamiliesistoconsolidateandenhancetherelationshipamongfamilymembersandformaharmoniousfamilyatmosphere.Giftsbetweenhusbandandwifecandeepentheirfeelingsandmaketheirmarriagemoreharmonious.Giftsaregivenbetweenfriendstoenhancefriendship.Eveniftheydon'tseeeachotherofteninthefuture,theycanthinkofeachotherwhentheyseegifts.Wageearnerssendgiftstotheirmanagerstostrengtheninterpersonalrelationshipandreducethepossibilityofbeingfired.Inthewest,giftgivingisaverycommonandromanticthing.Giftsareimportantmeansofnotonlyexpressinggratitudeandrespect,butalsomaintainingmutualrelationships.Forwesterners,whattheyattendtoconcentrateonisthemeaningofthegiftsandthegoodwillofthisactionitself.Theyusuallyexpresstheirhonestthanksbygivinggiftsaftergettinghelp.2.2GiftGivingObjectsTheobjectsofgivinggiftsaredifferent.Theobjectofgivingisthefirstfactortobeconsideredwhengivinggifts.Beforegivinggifts,ifIdonotknowthebasicinformationoftherecipient,IamafraidIcannotachievethedesiredeffect.WhendealingwithWesternfriends,weshouldfirstmakeclearthebasicinformationofeachother,suchasnationality,religion,occupation,hobbiesandsoon.Onlyinthiswaycanourgiftsbetterconveyourfriendship.InChina,somestaffwilltrytheirbesttofindvariouswaystogivegiftstoleadersinordertofurthertheirpositionsormaketheirworksmoothly.Chinesepeoplealsoliketogivegiftstobusinesspartnerswhentheyfirstmeet,toconveytheirkindnesstoeachother,inordertocooperatesmoothlyortoleaveagoodimpressionsoastoestablishalong-termcooperativerelationship.InBritainandtheUnitedStatesandothercountries,itisveryinappropriateforsubordinatestogivegiftstotheirsuperiors,whichwillaffectthenormalworkingrelationship.2.3GiftSelectionChinesepeopletakeintoaccountthevalueofgiftswhentheychoosethem.Generallyspeaking,themoreyoulikeandrespectothers,themoreexpensivethegiftwillbe.Sowhenwesendgifts,weusuallyconsiderconcreteobjectsandopportunities.Inbirthday,housemoving,funeralandmarriage,itiscommonforChinatopresentmoneyasagift,butthiskindofgiftisrareinEuropeandAmerica.Peopleinwesterncountriesdonotpaymuchattentiontothechoiceofgifts,andinmostcasesthisdoesnotgenerallygiveoracceptexpensivegifts.Becausethiscancauseneedlessproblemsormisunderstandingonbothsides.Forthem,theheartandblessinghiddeninthegifthaveahigherposition,whichismoremeaningfulthanthepriceofthegift.Abunchofbeautifulflowersinfullbloom,aletterfulloflove,aboxofdeliciouschocolates,abottleofmellowwine,someexquisitedecorationsandhand-madehandicraftsaretheirchoices.ButunlikeChinese,Westernersalsoattachsignificantimportancetopackagingpackaging.Whateverthegiftsare,itwillaccompanyexquisitepackaging.Chinesepeoplegiveseasonalgiftsinfestivals.Forinstance,intheMidAutumnFestival,ChinesepeoplegivemooncakegiftboxesandseasonalfruitsasgiftsandonNewYear'sday,wine,perfume,fruit,chocolatearegifts.InChina,mostofthegiftsarefoodboughtfromsupermarkets,suchasfruits,delicatesnacks,andbeautifullypackagedcandy,butitisrareintheWest.Flowersareusuallysentonlyattheopeningceremony,graduationceremonyorfuneral.AmericansgivepresentsatChristmas.ThegiftsAmericansgiveatChristmasareabottleofmellowwine，aletterfulloflove,aboxofdeliciouschocolates,handmadehandicraftsandabunchofbloomingflowers.Flowerscanbeusedinalmostanyscene,suchasbirthdaygifts,greetinggifts,etc.theyarethemostcommongiftsforwomen.Chinesepeopleusuallyignorethepackagingofgifts.Theywouldratherhaveasmallboxfullthanaflashyone.ButinAmerica,peopleareusuallydressedincoloredpackagesandribbons,sometimesusedtoattachanamecard.ManyWesternEuropeancountries,differentfromtheUnitedStates,peopleareusedtosimplelightcoloredwrappingpapertodecorategifts.Theyalsovaluethepackagingofgifts.Fromthispoint,wecanseethedifferencesbetweenChineseandWesternviews.2.4GiftGivingMethods2.4.1DifferentmethodsofbuyinggiftsChinesepeopleusuallychoosetobuygiftsintheshopneartheguest'sresidencebecauseitismoreconvenient.TheBritishandAmericansliketogivethethingsproducedinthisplacetotheirfriendsinanotherplace,whichwillmakeeachotherfeelnovelandfresh.SomeChineselovegiftsfromoverseasmail,butBritishAmericansavoidcrossbordermailinordertoavoidgivingtheminconvenienceandextracustomsfees.2.4.2DifferentmethodsofgivinggiftsChinesepeopleusuallygivegiftsandreturngiftsfacingeachother.However,asthepaceofsociallifespeedsup,otherformsofgiftgivinghavebecomediverse,suchasmailing,sendingbytrusteeandsoon.Inmanywesterndevelopedcountries,thegiftserviceindustryisrising.Therefore,youcansendgiftstoyourinternationalfriendswithoutworryingthattheywon'treceiveyourblessing.HowtogivegiftstoWesternfriendsalsoincludessomespecificmethodswhengivinggifts.Chinesepeoplepayattentiontothepricelevelofgiftsingiftgiving.Chinesepeoplebehaveasifnothinghadhappened.Hostswouldnotbeabletofindoutifguestshadgone.Whilewesternerswillexpresssurpriseandgratitudefacetofacetoshowrespectforthegivers.WhentheBritishandAmericansacceptagift,theywillimmediatelysaysomepraisewords,suchas"verynice","Ireallyloveit","thisiswhatIneed".Ifyoudon'twanttoopenitrightnow,youhavetoexplainandapologize.2.5GiftGivingTabooIninterculturalcommunication,eachsideofcommunicationshould

concentrateontaboosofgiftgivingindifferentcountries.Oritiseasilyleadtocivilizationstruggle.First,looksharpthemeaningofgifts.Chinesepeopletaboosending"bell",because"bell"and"death"havethesamepronunciationinChinese.Ifyoucanbesurethattheotherpersondoesn'tmindthis,youcandoso.Forthesamereason,it'sbetternottousethecupasagift,becauseithasthesamepronunciationas"tragedy"inChinese.Furthermore,payattentiontothecolorofgifts.InEuropeandAmerica,donotuseblackandwhitetowrapgifts,becausethesetwocolorsareusuallyusedinfunerals,whichhaveanunluckymeaning.Therefore,blackandwhiteshouldbeavoidedinpackaging.Lastly,noticethenumberofgifts.EvennumberssymboliseperfectionandauspiciousnessinChina,andoddnumbersimplyisolationandloneliness,sothegiftshouldbeevennumber.Inthewest,onthecontrary,itisespeciallynecessarytopayattentiontotheamountofflowerswhensendingflowers,becausetheevennumberandnumberthirteenarenotauspicioustoWesterners,andpeopleassociateitwithbadluck.Therearemanyothertaboos.Inbusinesscooperation,thegiftwithcompanysigngivespeopleasenseoftwo-faced.Inaddition,inFrance,yellowflowersalsomeansdeceit.Youcan'tsendrosestoaladycasuallybecauseitmeans"adoration";Westernerscan'tsendumbrellasunconcernedly,theytreatumbrellaastheirfriends.InRussia,givingmoneyasagiftisverytaboo,becausepeoplethinkitisaninsulttothehost'spersonality.InHolland.Peopledon'tgivefoodtoeachother.

3.CulturalDifferencesinReceivingGifts3.1ReceptionPerformanceInChina,whenpeoplereceivegifts,theycan'topenthemfacetoface.Openingthegiftfacetofacewillmaketheguestfeelsthatthegiftisnotsuitableorhewillthinkthatyouaremoney-mad.Therefore,intheeyesofChinesepeople,it'sveryimpolitetoacceptthegift.ThisistoexpresstothegueststhatIlikeitaslongasit'sfromyou.Thepresenceofguestsmeansthattheyhaveagoodrelationshipwitheachother.Nomatterwhatthegiftis.Aftertheguestsleft,theyopenedthegiftsquietly.Onthecontrary,whenreceivingagift,unlikeChinesepeoplewhopolitelyrefuseit,westernersimmediatelyexpresstheirgratitude,thencautiouslyopenthegiftinpublicandsharethegladnesswithfriends.Attheweddingceremonyinthewest,thehostoftenshowsthepresentshereceived,soastoaddaniceatmospheretothewedding.WhenChinesepeoplereceivegiftsfromothers,theyliketorefuserepeatedlytoshowhumilityandpoliteness,andputthemasideeventhoughtheyarefullofjoyafterreceivingthem.ButnotintheWest.Hethinksthatyourgifthasbeenchosenbythousands.Sowhenyousendit,youshouldacceptitwithasmile,andopenitinfrontofyou.Inadditiontoexclamation,youshouldpraiseitagain3.2ReturnPerformanceWhencommunicatingwithpeople,weshouldpayattentiontothecomingratherthantheindecent.Ifyoutreatmetoameal,I'lltreatyouaswell.Ifyougivemeagift,I'llgiveitbacktoyounexttime.I'llgiveyouagift.Ifyoudon'treturnit,Iwon'tgiveitnexttime.Therearedifferentwaystoreturngifts.TheChinesepeopleattchimportancetoreciprocity.Thepriceofagiftshouldbethesameastheonetheyreceive.Otherwise,therelationshipbetweenthetwosideswillbedamaged.Ifthepricedifferencebetweenthegiftandtheonetheyreceiveistoomuch,theothersidewillfeelthattheyaredespisedandwillconsiderreducingtheirinteraction.Westerners'returngiftismorelikeasenseofceremony,whichisusuallyagreetingcardwithgoodwishes.4.TheReasonsfortheDifferencesBetweenChineseandWesternEtiquetteCultureEtiquettewillchangewiththedevelopmentofhistory,intheprocessofdevelopmentwillcontinuetointegratethecharacteristicsofregionalculture.Therootsofthecustomsandtaboosincommunicationhabitsareculturaldifferences.4.1CulturalOriginConfucianculturehasalwaysbeeninthesupremepositioninChina,Chinesepeopleaccepttheinfluenceofalongtime,Confucianetiquettehasbeendeeplyrootedintheheartsofthepeople.,morality,propriety,wisdomandauthenticityarethefivebasicrequirementsofConfucianism,amongwhichproprietyisthemostimportant.Chinesepeopleattachgreatimportanceto"propriety",knownas"thelandofpropriety".ItisnotdifficulttoseetheimpactofConfucianisminthewayofgiftgiving.Chinesepeopleattchimportancetoreputation,sowhentheyacceptagift,theyalwaysdeclineitfirst.Asbecauseoftheconsiderationofeachother'sreputation,thepersonwhoreceivesthegiftwillnotopenitinperson,butputitasideandwaitforthegueststoleavebeforeopeningit.Intermsofgiftgiving,Chinesepeopleareextremelyparticularaboutgiftvalue.Toocheapgiftswillfeelshy.Inthewest,thisisnotthesituation.AstheoriginofwesterncultureisGreekcultureandRomanculture,thereisno"munificence"and"propriety"initsreligiousandphilosophicalsystemthatEasterncountriesattachimportanceto.Theypursuemoreindependenceandfreedom,moreopen,moreemphasisonselfencouragementandstrivingasanindividual.Therefore,intheselectionofgifts,expensiveisadisadvantage,whicheasilyleadstounnecessarytroubleandisnotpopular.4.2ReligiousBeliefInChina,themostpeoplebelieveinBuddhism,followedbyTaoismandotherreligiousbeliefs.ChinesepeoplewhobelievesinBuddhismwiththepurposeofplacetheirgoodwishesontheBuddhaandpraytorealizetheirwisheswiththehelpofgods.DeeplyinfluencedbyBuddhism,Chinesepeoplealsoplacetheirpersonalexpectationsongifts.Forinstance,ifachildisborn,nextofkinandfriendsoftengivebirthtobabywithapairofsilverbraceletsorlonglifelockswithdifferentmaterials,blessingthatthebabywillgrowuphealthily,safelyandlongevity.FortheChinese,braceletsandlongevitylocksaresymbolsofcontentmentandlongevity,whileevennumbersmeanluckythingsinpairs.UnlikeChina,themainbeliefinwesterncountriesisChristianity,sothestatusofChristmasisparticularlyhigh,ChristmashasbecomethemostsignificantfestivalintheWest.IfthegiftisgiventopeoplewhobelieveinChristianity,takecareofthepacking.Donothaveacrossshapedstructurewhenpackinggifts4.3ValuesThedifferenceofvaluesleadstothedifferenceofetiquetteculturebetweenChinaandtheWest.Hofstedebelievesthatvaluesarethought,understanding,decisionorchoicebasedonacertainsenseofthinking.Differentclasseshavedifferentvalues.Heputforwardaframeworktocomputetheculturaldifferencesofdifferentcountries.Hethinksthatcultureisthecommonpsychologicalprocessofpeopleinanenvironment,whichmakesagroupdifferentfromothergroupsAccordingtohisculturaldimensiontheoryofIndividualismversusCollectivism,Chinesecultureiscollectivism,whilewesterncultureisthetypicalofindividualism.Becauseoftheexistenceofcollectivismculture,theChinesepeoplepaymoreattentiontothecollectiveinterests,andthinkthatthecollectiveinterestsarethecoreandaboveall“ItisatypicalfeatureofChinesepeopletoabandonthemselvesforeveryone.Therefore,theChinesepeoplehaveastrongcollectivedependenceandwillhabituallyputtheinterestsofothersandthecollectiveaheadoftheirpersonalinterests,tryingtobuildaharmonioussociety.Forthesamereason,undertheculturalbackgroundofcollectivism,Chinesepeoplebelievethateveryoneisnotanindependentindividual,butamemberofacomplexgroupnetwork.Therefore,indailylifewillpayattentiontodealingwithinterpersonalrelationships,tryingtoestablishafriendly,harmoniousandwin-wininterpersonalrelationship.Chinesepeoplevaluethepriceofgifts,tryingtoestablishandmaintainagoodinterpersonalrelationshipthroughgifts.TheWestadvocatesindividualism,whichisjusttheoppositeofChina.Indailylife,Westernersareaccustomedtoindependenceandfreedom,andadvocate"everyoneisbornequal."Theybelievethateveryoneisindependentandhasnothingtodowithothers,andtherealizationofpersonalinterestsshouldbeputinthefirstplace.Asaresult,Westernerstendtofollowtheirownmindratherthanpayattentiontothegradeofthegift,andpayattentiontothegiftgivingbehavioritself.Abottleofperfume,abouquetofflowers,ahomemadecard,andaCDcanbeagift.Alsoduetotheinfluenceofindividualism,thepurposeofWesterngiftgivingistoexpresssinceregreetingsandblessings,nottoseekhelp.What'smore,italsoexplainswhytherearefewgiftstothebossinwesterncountries.4.4CustomsandHabitsDifferentcustomsinChinaandtheWestarecreatedbydifferentnaturalenvironments,differentlevelsofeconomicdevelopmentandhistoricaldifferences.Incross-culturalcommunication,therearenumerousculturalmisunderstandingscausedbynotknowingthelocalcustoms.Therefore,understandingthecustomsofdifferentcountriesplaysaveryimportantroleinsmoothcommunication.Forexample,togivegiftstoChinesepeople,redisagoodchoice,becauseinChina,redmeansauspiciousandhasagoodmoral.Don'tpackFrenchflowersinabunch.Americansthinksnailsandhorseshoesaremascots.Russianssendflowerstosendodd,withbreadandsalttoentertainguests,toshowfriendshipandrespect,themosttabootosendmoneytoothers,whichmeanscharityandinsult.5.ConclusionIntheexchangeofdifferentcultures,culturaldifferencescanbeseeneverywhere,andthecustomsofdifferentcountrieshavetheirowncharacteristics.GivinggiftsisnotaseasyasyouthinkWhetheritisChineseorwesternculture,"giftgiving"isanindispensableandunavoidablelinkincommunication,andalsoasignificantpartofinterpersonalcommunicationinlife.Infact,giftgivingisanart.Thechoiceofgift,theobjectofgiftgivingandthewayofgiftgivingareallworthstudying.Wemustabidebyitsestablishedrules.Duetothedifferencesofsocialcultureandcustoms,weshouldpayspecialattentiontotheinfluenceofthedifferencesincross-culturalcommunication.Withtheincreasinglyfrequentcu