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脸面是任何一个在中国生活过的人或接触过中国人的人都能感受到的一种文化现象。这一现象早在上世纪就引发了西方学者的高度重视。脸面广义上来说虽然不是中国人所特有的,但由于独特的中国传统文化环境使得国人的脸面有着特有的内涵。而中国人脸面观在国人的社会生活中起着很重要的作用,对国人的行为及心理也有着很大的影响。本文主要概述了三种脸面行为:防止丢面子行为、挽救面子的行为和增加面子的行为。进而探讨了脸面观对人们消费行为的影响。
Face is a cultural phenomenon felt by any person who has lived in China or has been exposed to the Chinese people. As early as the last century, this phenomenon has aroused the attention of Western scholars. In a broad sense, although not unique to the Chinese people, the Chinese people’s face has unique connotation because of its unique traditional Chinese cultural environment. The Chinese people’s face view plays an important role in the social life of the people and has a great influence on the behavior and psychology of the people. This article outlines three types of facial behavior: preventing face loss, saving face and increasing face-saving behavior. Then it explores the impact of the concept of face on people’s consumption behavior.