跨文化传播广告的前文本策略探析——以印度广告为例  

Analysis on Pre-text Strategies of Cross-Culture Communication Advertising: A Case Study of Indian Advertising

作　　者：傅根清[1] 杨轩 Fu Genqing;Yang Xuan

机构地区：[1]中国海洋大学文学与新闻传播学院

出　　处：《广告大观（理论版）》2019年第6期41-50,共10页Journal of Advertising Study

摘　　要：广告跨文化传播需在不同文化语境下进行符号互动,其传播效果受语言文字、社会习俗、价值观念等因素影响,消费者易出现解读障碍。前文本作为伴随文本的一种,携带大量文化约定和社会历史要素,可提升广告信息负载量,弱化广告商业目的,并为消费者解码释义提供参考信息。本文以发展中国家印度为例,探究印度跨文化广告如何利用带有本国和"他国"特点的前文本弱化广告标出性,构建易于消费者理解的元语言环境,以及通过戏仿、隐喻等手法消减消费者抵触心理,提升广告创意性与感染力的方法与途径。跨文化传播广告可利用消费者熟知且不易产生歧义的前文本与产品本身建立关联,并借助副文本、链文本等其他伴随文本共同推动广告正向意义的表达,杜绝"宽解释"与"窄解释"。Advertising intercultural communication is a kind of symbolic interaction in different cultural contexts whose effect will be affected by language, social customs, values and other factors, so consumers are prone to have difficulty in comprehension. As a kind of accompanying text, the pre-text carries a large number of cultural conventions as well as social and historical elements, which can provide reference information for the interpretation of the audience. Taking India as an example, this paper explores how intercultural advertisements in India weaken the markedness of advertisements and construct a metalinguistic environment that is easy for consumers to understand by using pre-texts with national and foreign characteristics, and how they reduce the resistance of consumers and enhance the creativity of advertising through parody and metaphor. On this basis, the paper will have an insight into the receiving obstacles of the pre-text in intercultural advertisements, and then propose solutions to it.

关 键 词：跨文化传播 前文本 印度广告 

分 类 号：F713.8[经济管理—广告]