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1、OnDifferencesofTaboosbetweenChineseandWesternCulturesChapterIIntroductionWiththeglobalizationandChina’swideropeningtotheoutsideworld,amultipleChinesepeoplebegintolearnEnglish.TheyhaveagoodcommandofEnglishpronunciation,grammarandvocabulary.However,whencontac
2、tingwesterners,theystillfinditdifficulttocommunicatesmoothlyandeffectively.Infact,learningalanguageisinseparablefromknowingaboutitsculture.Learningaculturemeansthatweshouldmakeitclearwhatthingswemaydoornotandwhichwordswecansayornotunderthespecificcircumstan
3、ce.Asforthosewemustn’tdoorsaydefinitely,wecallthemtaboos—aself-restrictiononourbehaviors,aphenomenonwhichoccursinalmostallcultures.Accordingtosociology,therearedifferencesamongculturesindifferentcountries,soitiswithtaboos.Becauseofthedifferencesofculturalta
4、boos,misunderstandingmayrise,thoughlanguageusedincommunicationmaybeflawless.Becauseofdifferencesofculturaltaboos,frictionmayincreasetoaffecttherelationshipswithothers.Inordertobesuccessfulincross-culturalcommunicationaswellastopromotefrequentexchangesbetwee
5、nChinaandtheWest,itisnecessaryforustoknowthedifferencesoftaboosbetweenChineseandwesterncultures.ChapterIIGeneralViewsonTaboos2.1TheDefinitionofCultureCulturehasbeenstudiedanddefinedinmanywaysbyscholarsrepresentingvariousdisciplines.In1871,E.B.Taylor,afamous
6、Britishanthropologist,definedcultureas“thecomplexwholewhichincludesknowledge,belief,art,morals,laws,customsandmanyothercapabilitiesandhabitsacquiredbymembersofsociety.”BritannicaConciseEncyclopediagivessuchanexplanationofculture“Itreferstotheintegratedpatte
7、rnofhumanknowledge,belief,andbehaviorthatisbotharesultofandintegraltothehumancapacityforlearningandtransmittingknowledgetosucceedinggenerations.”(EncyclopediaBritannica,2002)theirownconditionstodevelopthecorrectroad,themaximumtoavoidinvestmentrisk,gainprofi
8、t.(three)vigorouslypromotethebrand.Toestablishbrandawareness,awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,enhancethecompetitivestrength.Concentratedmanpower,carefulplanning,packaging
