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(一)问题的提出 国际间商贸往来日益频繁,全球市场一体化的程度日趋加深,信息传播技术日新月异,地球似乎成了一个村落,跨文化的广告传播不仅成为必要,而且已成为现实。诚然,全球统一广告策略,省钱、省事、品牌形象鲜明统一,有其可取之处。但更多时候我们面对的是数千年的文化积淀所形成的文化间的鸿沟,如果能针对不同文化背景下人们的思维方式、价值取向、心理特征进行广告创意、制作,则文化间的鸿沟就可以跨越,跨文化广告传播的收效会更显著。
(I) Issues Raised International commerce and trade are increasingly frequent, the degree of global market integration is deepening day by day, and information transmission technologies are changing with each passing day. The Earth seems to have become a village. Intercultural advertising is not only necessary but has become a reality. Admittedly, the global uniform advertising strategy, save money, save trouble, a clear and unified brand image, has its merits. But more often we face the cultural gap formed by the cultural accumulation of thousands of years. If we can creatively advertise and produce for people’s ways of thinking, value orientation and psychological characteristics in different cultural backgrounds, then intercultural Bridging the gap can be crossed, cross-cultural advertising effectiveness will be more pronounced.