网络化背景下的跨文化广告传播研究  

Online Intercultural Advertising Communication

作　　者：李金英[1] 刘芳[1] 

机构地区：[1]石家庄经济学院外国语学院,河北石家庄050031

出　　处：《石家庄经济学院学报》2011年第1期112-115,共4页Journal of Shijiazhuang University of Economics

基　　金：河北省科学技术研究与发展指导计划项目:"基于网络的跨文化广告传播研究"(074572105)

摘　　要：随着全球化及信息化的迅猛发展,网络这一广告的新媒体,在跨文化广告的传播中占据着很重要的地位。分析网络广告跨文化传播研究现状及动态,探讨网络广告的概念、分类与特点,解析网络广告与文化的关系,指出网络跨文化广告传播应遵守网络广告道德规范,重视当地消费者的价值观、消费习惯及宗教信仰,在传播民族文化的同时避免文化冲突等。With the development of globalization and IT,online advertising,a new way of advertising,is playing a very important role in intercultural advertising.Based on the current situation and trend of studying on online intercultural advertising communication,this study discusses the concept,classification and characteristics of online advertising,and makes an analysis on the relationships of online advertising and culture.It is pointed out that online intercultural advertising should observe the moral norms,local values,consumption habits and religious beliefs of customers.Therefore,the cultural conflict should be avoided in communicating characterized national culture.

关 键 词：网络广告 跨文化 广告传播 

分 类 号：G114[文化科学]