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跨文化广告传播已成为品牌全球化经营的十分有效的营销传播方式。不同的文化语境对跨文化广告的创意、广告语、广告表现手法都会产生巨大的影响。漠视异域文化的广告传播必然会遭遇失败的尴尬境地。但单纯地强调“全球化”与片面的推崇“本土化”都不利于跨文化的广告传播。本文以跨文化广告传播在策略上的成败与得失为镜鉴,初步探讨的是成功地进行跨文化广告传播的“第三条道路”。
Intercultural advertising has become a very effective way of global marketing. Different cultural contexts have a huge impact on the creativeness of cross-cultural advertising, advertising language and advertising performance. Disregarding the spread of foreign cultural advertising is bound to encounter the embarrassment of failure. However, simply emphasizing “globalization ” and one-sided respected “localization ” are not conducive to cross-cultural advertising. In this paper, cross-cultural communication in the success of the strategy of success and failure and gains and losses for the mirror, initially discussed is the successful cross-cultural communication “third way ”.