广告传播语境的文化探讨

伴随着全球一体化的发展,跨文化广告交流给广告语境的判断和区别带来了更大的困难。与个体语境相比而言,一个时代、社会的文化价值观在传播语境的影响和塑造上,对于广告活动的开展有着更为深刻的意义。因为广告总是针对一个社会文化群体而非个人发布信息,因而在广告研究中注意到文化的语境差别就显得十分重要。对广告语言环境的分析和研究,不但有助于更好地进行广告创作,更有利于实现广告信息的准确交流。

A discussion of cultural factors in language context of advertisements

Cross-cultural advertising, encouraged by the on-going globalization, presents greater difficulties for evaluating and distinguishing the language context of advertisements. The cultural value system of a given period and other social factors play more important roles in shaping and affecting language context of advertisements than in any other kinds of context. It is significant to study the cultural context of advertisements since an advertisement is always targeted at a particular socio-cultural group. This will not only help improve the advertisement making, but also facilitate accurate communication of information in advertisements.