论文部分内容阅读
“民族中心主义”是指文化维度上的自我中心主义,“民族中心主义”是在哪一种文化之中都显现和存在的,对该民族成员影响重大。“民族中心主义”是指文化维度上的自我中心主义。在跨文化交际过程中,“民族中心主义”的负面影响是造成跨文化广告传播中文化冲突的主要原因之一。因此,交际的两端应当建立求同存异的合作基础,采取一种相对客观理性的态度接受不同民族之间的文化差异,这对于中国本土企业在国际市场竞争中实现企业效益最大化有着深远的影响。
“Ethnocentrism ” refers to the cultural dimension of egocentrism, “ethnocentrism ” appears in which culture are all there and the existence of a significant impact on the members of the nation. “Ethnocentrism ” refers to the egocentricism in the cultural dimension. In the process of intercultural communication, the negative influence of “ethnocentrism” is one of the main reasons for the cultural conflicts in the cross-cultural communication. Therefore, the two ends of communication should establish a cooperative basis for seeking common ground while reserving differences, and adopt a relatively objective and rational attitude to accept the cultural differences among different ethnic groups. This will have a far-reaching impact on maximizing the profitability of Chinese enterprises in the international market.