Chapter 2 Understanding Cultures and Their Values(201303-06).pptVIP

* * On the contrary, future orientation prevails in the western culture. Western people tend to believe that future should be grander and nicer than the present. The word old is associated with letting behind and uselessness, while the word new is related to progress, change and challenge. * * So the word “new” is often employed in English advertising. According to Leech‘s statistic, “the word ’new‘ is the word most frequently used in English advertisements.” （1993:32-33) Almost everything that is new is valued and thus acceptable by westerners. * * 1) Not any more. Announcing the new Termina