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国家形象广告作为传播、塑造国家形象品牌的主要媒介,获得了社会大量的关注,有着重要的战略意义。文章以此为依据,首先对国家形象广告的概念、现状进行了分析,并通过对一些国家形象广告的研究,论证了视觉文化在国家形象广告中发挥的重要作用。随后,对比了中美两国国家形象广告的差异,从两国发展形势的角度阐述了差异存在的原因。最后,从研究两国文化逻辑入手,指出了我国形象广告中存在的问题,提出了以“借鉴西方成熟手段、求同存异”为核心的文化转译输出路径。
As a main medium of spreading and shaping the national image brand, the national image advertisement has gained a lot of social attention and has important strategic significance. Based on this, the article first analyzes the concept and status quo of national image advertising and studies the important role that visual culture plays in national image advertising through the research of image advertising in some countries. After that, it contrasts the differences of the national image advertisements between China and the United States, and elaborates the reasons of the differences from the perspective of the development situation of the two countries. Finally, starting from studying the cultural logic of the two countries, pointing out the problems existing in the image advertising of our country and putting forward the path of cultural translation centered on “drawing on the mature western means and seeking common ground while reserving differences ”.