文化视角下的跨国广告  

On Multinational Advertising from Multi-Cultural Insights

作　　者：周翎[1] 何承全[1] 

机构地区：[1]湖北医药学院外语课部,湖北十堰442000

出　　处：《十堰职业技术学院学报》2010年第5期90-93,共4页Journal of Shiyan Technical Institute

摘　　要：从文化的视角来看,广告具有鲜明的文化属性。在经济全球化进程中,广告的发展也带来文化的繁荣,使得广告与文化密不可分:一方面,广告是商业文化的一种,是社会文化的重要组成部分,广告不仅可以创新文化,而且可以推动文化的传播,带来世界各国民族文化的融合;另一方面,广告可以利用文化增强其传播效果,同时广告受文化制约,因此,在跨文化广告传播中要重视异域文化差异,避免文化冲突。Advertisements have distinct cultural attribute from cultural insights.In the context of economic globalization,the development of advertising results in cultural prosperity,so culture and advertisement are closely linked to each other： On the one hand,as a form of commercial culture,advertisement as a part of social culture,not only reforms culture but promotes global cultural dissemination;On the other hand,spreading of advertisement can be strengthened and restricted as well by culture.In order to avoid culture shock,cultural differences among nations should be fully comprehended.

关 键 词：文化视角 跨国广告 文化 

分 类 号：G206[文化科学—传播学]