广告图片创意领域里的文化冲突  

Cultural Conflicts in Realm of Advertising Photographs

作　　者：周翎[1] 雷艳[2] 

机构地区：[1]湖北医药学院外语课部,湖北十堰442000 [2]湖北省十堰市第一中学,湖北十堰442000

出　　处：《十堰职业技术学院学报》2010年第4期73-76,共4页Journal of Shiyan Technical Institute

摘　　要：几乎所有的现代广告都会涉及到图片的使用。无论是动态图片还是静态图片,都是传播广告信息的重要手段。图片的创意要素有色彩、图形、数字、象征物、身势语等非语言符号。在跨文化广告传播过程中,由于图片色彩蕴含的不同文化涵义、同一图形的不同象征意义、不同民族相异的数字喜忌、身势语的不同内涵等因素,广告图片创意领域成为文化冲突频繁发生之地,应当重视对广告图片文化内涵的理解与感知。Photographs are widely used in advertising in modern society.Both dynamic ones and static ones are vital channel of conveying advertising messages.Nonverbal symbols such as colors,figures,numerals,symbolisms and body languages are key elements in a photograph;thus cross-cultural advertising and its communication is most likely to intrigue cultural conflicts because different countries and nations have different cultural interpretation relating to colors,figures,numerals,symbolisms and body languages.Great attention should be paid to the perceptions of the cultural connotation in advertising photographs.

关 键 词：广告图片 跨文化广告 文化冲突 

分 类 号：G206[文化科学—传播学]