跨文化广告传播中的文化冲突与融合  

Cultural Conflict and Reconciliation in Cross-cultural Advertising Communication

作　　者：马金玲[1] 

机构地区：[1]北华大学外语学院

出　　处：《北华大学学报（社会科学版）》2014年第4期126-130,共5页Journal of Beihua University(Social Sciences)

摘　　要：经济一体化必将推动文化之间的交流和融合,广告作为经济信息传播的排头兵,承担起了跨文化经济信息传播的重任。但地区、国家之间的文化差异,不可避免地成为具体广告实践中非常棘手和敏感的因素。通过对跨文化广告传播在文化差异作用下的冲突与融合进行深入分析,寻求中西文化间的契合点,提出培养自觉的跨文化意识,以对我国企业参与国际竞争有所裨益。Economic integration will give impetus to communication and reconciliation between cultures. As a pacesetter, advertisement plays an important role in cross-cultural economic information communication. But cultural differences between different regions and countries are inevitable and sensitive factors for specific advertising practice. This paper gives a deep analysis of the reasons for cultural conflict and reconciliation in cross-cultural adverting communication. It aims at looking for the meeting point between cultures and it will do benefits for our businesses in international competition by fostering cross-cultural awareness.

关 键 词：跨文化广告 文化差异 冲突 融合 

分 类 号：G206[文化科学—传播学]