On Value Diffusion in Cross-Cultural TV Commercials Between China and the USA  

作　　者：YANG Ren-ying 

机构地区：[1]North China University of Technology, Beijing, China

出　　处：《US-China Foreign Language》2014年第1期93-100,共8页美中外语（英文版）

摘　　要：In the global era, especially under the effect of various mass media, people across the world interplay with each other and cultural diffusion exist almost everywhere whether it be seen or not. Cross-cultural TV commercials, as an important marketing strategy, have in essence become a cultural channel to better promote products, in w some alien cultural elements are borrowed to meet the psychological need of the target consumers and be compatible with the target belief and values, meanwhile the source cultural elements of themselves, to some extent, are transmitted and spread. In this process of the cultural contact or diffusion, both source cultural values of one country and the target values of the other are interacted with each other and bring this or that change to its own culture. This paper, with semiotics as well as the cross-culture communication theory, aims to exemplify diffusion takes place in the cross-cultural commercials between China and the USA, thus analy characteristics of the current status and further finding out the impacts of the diffusion how the zing the

关 键 词：value diffusion cross-cultural TV commercials cross-cultural communication semiotics 

分 类 号：X92[环境科学与工程—安全科学] TN948.1[电子电信—信号与信息处理]