21世纪是经济与文化一体化发展的时代,越来越多的跨国公司开始在各国演绎跨文化的广告传播。作为信息传播的一种形式,广告不仅仅是一种商业行为,同时也体现了不同文化之间的交流与碰撞。这样,广告跨文化传播不可避免地将遭遇“民族化”问题。 The 21st century is an era of integrated economic and cultural development. More and more multinational corporations have begun to perform cross-cultural advertising in various countries. As a form of information dissemination, advertising is not only a commercial activity, but also reflects the exchanges and collisions between different cultures. In this way, the cross-cultural communication of advertisements will inevitably encounter the problem of “nationalization.”