摘要
广告是一种重要的跨文化传播形式。广告受文化的影响,在多元文化多元语言的社会中,由于文化的特殊性,其中包含文化意义的广告,可能造成消费者接受的困难。要正确认识多元文化的含义,体现广告的文化多样性,是实现广告在国家内部———世界范围的跨文化传播的前提。我国广告传播显多元文化趋势,要借鉴西方国家广告的传播经验,顺利进行多元文化、多元语言社会中的跨文化广告传播。
Advertisement is influenced by the culture and it belongs to the intercultural communication. Because of the characteristic of the culture and the experience of the consumers in their own culture and language, it will be difficult for them to understand the advertisements with special cultural meanings. In order to realize intercultural communication of advertisements both at home and abroad,we should cognize the meaning of multiple culture correctly,at the same time the diversity of cultures in the advertisements. Based on the analy sis on the multi-cultural phenomena in Chinese advertising as well as some western nations like Germany and Australian ,and their efforts for the intercultural advertisements, this article will explore how the advertisements face the multicultural-and linguistic society to realize intercultural communication at home.
出处
《武汉大学学报（人文科学版）》
CSSCI
北大核心
2006年第3期368-372,共5页
Wuhan University Journal (Humanity Sciences)
关键词
多元文化
多元语言
广告
跨文化传播
advertisement
multi-culture
multi-language
intercultural communication
stereotype
