CHAPTER 1 Understanding Culture and Intercultural Communication 1
1.1 Understanding Culture 1
1.2 Understanding Intercultural Communication 12
Exercises 22
CHAPTER 2 Cultural Differences in Daily Interactivities 25
2.1 Greeting 25
2.2 Addressing 30
2.3 Visiting 35
2.4 Gift-giving 41
Exercises 48
CHAPTER 3 Cultural Differences in Social Value 51
3.1 Politeness 51
3.2 Friendship 59
3.3 Family Relationship 65
3.4 Education 71
Exercises 76
CHAPTER 4 Cultural Differences in Connotative Meanings 80
4.1 Color 80
4.2 Number 88
4.3 Associative Target 95
4.4 Taboo 105
Exercises 114
CHAPTER 5 Cultural Differences in Nonverbal Communication 117
5.1 Nonverbal Communication 117
5.2 Body Language 122
5.3 Paralanguage 130
5.4 Object Language 138
5.5 Environmental Language 144
Exercises 155
CHAPTER 6 Intercultural Communication in Business Situation 157
6.1 Intercultural Business Writing 157
6.2 Intercultural Business Negotiation 168
6.3 Intercultural Business Protocol 176
6.4 Intercultural Design of Advertising and Trademark 184
6.5 Intercultural Marketing Communication 194
6.6 Intercultural Corporate Culture 201
Exercises 208
References 211
