“一带一路”倡议背景下跨文化广告传播的符号学阐释——以西藏5100水资源为例  

Cross-cultural Advertising Semiotics of Communication against the Background of the Belt and Road Initiative: Taking Tibetan 5100 Water Resources as an Example

作　　者：李敏 Li Min(School of Literature,Jiangsu Normal University,Xuzhou,Jiangsu 221116,China)

机构地区：[1]江苏师范大学文学院,江苏徐州221116

出　　处：《西藏研究》2018年第6期155-160,共6页Tibetan Studies

基　　金：2017年江苏省社会科学基金项目:"消费文化时代广告语应用及构建研究"(项目编号:17TQD001)阶段性成果

摘　　要："一带一路"不仅为西藏经济发展带来了巨大机遇,还为西藏广告业发展带来了新思路。西藏5100水资源控股有限公司等西藏本土企业率先走出国门在海外市场进行跨文化广告传播,不仅促进了西藏的产品和品牌"走出去",更在传播西藏文化、塑造新时代西藏新形象中起到了重要作用。因此,以西藏5100水资源为例,浅析西藏本土企业在海外市场的跨文化广告传播,可为西藏其他本土企业的发展提供借鉴,促进西藏文化与经济更好的互联互通。One Belt One Road(OBOR) has not only brought great opportunities to the economy of Tibet,but also brought new ideas for the development of advertising industry in Tibet.Tibet’s 5100 Water Resources Holdings Co.,Ltd.and other Tibetan local companies took a lead in cross-cultural advertising communication in overseas markets,which not only promoted the “going out” of Tibetan products and brands,but also played an important role in the dissemination of Tibetan culture and shaping a new image of Tibet in the new era.Therefore,this paper studies the cross-cultural advertising communication of Tibetan local companies in overseas markets,trying to provide reference for the development of other Tibetan local companies and promote better interconnection between Tibetan culture and economy by taking Tibet Water as an example.

关 键 词：一带一路 跨文化广告传播 西藏 5100水资源 

分 类 号：G125[文化科学]