Communications in Humanities Research ISSN: 2753-7072
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Research Article

Exploring Differences in Automotive Logo Design Between Chinese and Western Cultures Based on Hofstede’s Cultural Dimensions Theory

Jinping XiaoLingnan University*

* Corresponding author: [email protected]

Abstract

This paper, based on Hofstede’s cultural dimensions theory, provides a cultural perspective on understanding domestic automotive design by comparing the differences between Chinese and Western cultures. The analysis of cultural dimension indexes in both Chinese and Western contexts reveals significant differences in IDV (individualism), MAS (masculinity), and LTO (long-term orientation). Through the comparison of three aspects: individualism vs collectivism, long-term vs short-term orientation, and long-term orientation vs short-term orientation, this paper explores the differences in automotive logo design resulting from variations in design form, aesthetic, and concept due to cultural disparities between China and the West. Additionally, well-known automotive brand cases in the market are cited for analysis. Based on the disparities in Chinese and Western cultures, this paper proposes that through cultural cross-pollination, domestic automotive logo designs can break away from homogeneity, offering insights for domestic automotive brands to expand into overseas markets through distinctive logo designs.

Keywords: Hofstede’s cultural dimensions theory; Chinese-Western cultural differences; automotive logo design
Published: June 24, 2024
DOI: 10.54254/2753-7064/37/20240163
Volume: CHR Vol.37
pp. 154-159
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