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1 School of Economics and Business Foreign Languages, Wuhan Technology and Business University, Wuhan, Hubei, China 2 Department of Language and Literature, College of Technology, Hubei Engineering University, Xiaogan, Hubei, China aginny1208@163.com b*wyirene983@sina.com Abstract Burberry’s New Year advertisement was introduced as a case in this article to illustrate the differences and conflicts between high context and low context cultures. The main differences between high and low context cultures lay in the following two aspects: the conveying of information and the interpersonal relationships. Whereas the three factors, religion, language and thinking mode and social history led to the root of such differences. On analyzing the roots of differences, it thus represents the characteristics of Chinese traditional cultures and manifest the roots of cultural confidences.

Analysis the Roots of Cultural Confidences From the Perspective of High and Low Context Cultures — A Case study of Burberry’s Advertisement