| 跨文化交际与中西商业广告--以电视平面商业广告为例 |
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| 引用本文： | 张志芳. 跨文化交际与中西商业广告--以电视平面商业广告为例[J]. 南京工业大学学报(社会科学版), 2005, 4(1): 65-68 |
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| 作者姓名： | 张志芳 |
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| 作者单位： | 南京工业大学,外语学院,江苏,南京,210009 |
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| 摘 要： | 跨国商业广告具有跨文化交际的特质.本文从中西不同文化背景导致商业广告不同感性诉求点这一角度出发,以一些较为典型的电视平面商业广告为例,对比分析了中西商业广告的文化差异,在向人们展示跨国商业广告的跨文化因素的同时,也让人们认识到重视跨文化因素的重要性与必要性.
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| 关 键 词： | 跨文化交际 商业广告 价值观 广告诉求 标准化 本土化 |
| 文章编号： | 1671-7287(2005)01-0065-05 |
| 修稿时间： | 2004-08-27 |
Cross - cultural Communication and Commercial Advertising in China and Western Countries |
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| Zhang Zhifang. Cross - cultural Communication and Commercial Advertising in China and Western Countries[J]. Journal of Nanjing University of Technology(Social Science Edition), 2005, 4(1): 65-68 |
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| Authors: | Zhang Zhifang |
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| Affiliation: | Zhang Zhifang |
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| Abstract: | Trans-national commercial advertising has the features of cross-cultural communication. This paper argues that different cultural backgrounds lead to different perceptual expressions in advertising. Taking some typical 2D TV advertisements as examples, the paper analyzes the reasons why cross-cultural knowledge is necessary in trans-national advertising. |
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| Keywords: | cross-cultural communication commercial advertisement values advertising expression standardization localization |
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