Notre étude aborde les relations entre la culture traditionnelle chinoise portée par le confucianisme, le bouddhisme, le taoïsme, et les trois piliers du développement durable que sont le social, l’économie et l’environnement. La culture traditionnelle chinoise s’attache principalement à l'harmonie dans les relations interpersonnelles,dans les relations entre l’homme et la nature. Le développement durable cherche à créer pour le futur un état d’harmonie entre les êtres humains et entre l’homme et la nature. Notre question est la suivante : la culture traditionnelle chinoise ne pourrait elle pas apporter sa contribution au développement durable dans sa façon de communiquer au monde ? Les fondements de la culture traditionnelle chinoise définissent l’harmonie à partir de règles de vie : le confucianisme favorise la communication interpersonnelle, la relation entre l’homme et le social ; le taoïsme met l’accent sur la communication entre la nature et l’homme ; le bouddhisme quant à lui privilégie la communication entre l’esprit et le corps de l’homme. Nous tenterons de montrer à partir d’analyses de discours scientifiques, politiques et d’une enquête en Chine et en France, qu’une meilleure compréhension pour l’occident de la culture chinoise pourrait apporter une contribution significative au projet du développement durable. La réconciliation entre la tradition et la modernité, la combinaison des cultures occidentales et orientales sont les axes majeurs de ce projet. / Our study talks about the traditional chinese culture supported by Confucianism,buddhism,and Taoism as well as by the 3 pillars of social,economic and environmental sustainable development. The traditional chinese culture, puts an emphasis on harmonious human relations and the relations between humans and nature. Sustainable development tries to create an harmonious state between the people and the people and nature.The reconciliation between tradition and modernization ,the combination of oriental and western cultures are the axises of our study .

Through comparative and qualitative research method, this dissertation first analyzes the individual values in political freedom and equality emphasized by modern Western individualism, will further discuss collective consciousness in the form of emotional and moral achievements as emphasized by traditional Chinese Confucianism as comparative reference basis and finally lists common grounds and differences between these two. This dissertation researches political thought and philosophy, mainly aiming at the political objectives of argument foundations, essential connotations and achievements in traditional Chinese political thought, illuminates collective sentiment thinking and will analyze and explain the reasons for a lack of Western individualism in traditional Chinese political thought, caused by the environmental conditions created by that thinking. The author hopes to be able to offer a comparison of nature and characteristics of Chinese and Western culture and thinking and a few answers and explanations regarding the problems the Chinese society is facing since it encountered and started to learn from Western democratic political systems more than 100 years ago.

abstract: The research presented explores traditional Chinese visual design elements with a goal of incorporating them into contemporary design. It seeks to provide insight into how Chinese and non-Chinese designers and non-designers recognize common visual design elements as being associated with Chinese design. As a result, the research explores three characteristics: a) handicraft; b) naturalism; and c) design with meaning, which can be key points in understanding traditional Chinese design. Furthermore, the research explores two sets of design criteria that can guide designers to apply these representative design elements into contemporary design in order to express Chinese culture. / Dissertation/Thesis / M.S.D. Design 2013

Aim: This study aims to explore the Chinese consumer's perception and preference for the use of traditional Chinese cultural elements (TCCEs) in marketing from two aspects: nostalgia formation and nostalgia preference. Methods: This study adopted the method of qualitative research. The data was collected by the students from the Zhejiang University of Technology through video semi-structured interviews. The four cases of TCCEs products are bottled water, lipstick, pajama, and stationery. They were used in the semi-structured interview. Result & Conclusions: This study concluded that age, gender, and personal experience could influence the formation of nostalgia. Besides, nostalgia advertisements and products can stimulate consumers’ positive emotions, thus generating nostalgia preference. Contribution & implication: From the perspective of companies, nostalgia marketing needs to be customized according to the characteristics of target consumers, i.e., their gender, age, and personal experience. Additionally, the connection between the product and TCCEs should be considered carefully in order to improve the understanding and acceptance of TCCEs products from consumers.

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