文化敏感与广告跨文化传播

当下广告跨文化传播中存在着两种极致的不利于信息传播和沟通的现象,一是广告创制者的文化麻痹,二是广告接受者的文化过敏。文化麻痹的根源在于创制者的资本傲慢及文化自大,随意夸大品牌和市场的力量,漠视所在国接受文化语境的特殊性。文化过敏则源于接受语境的过度防御心理和闭关自守的文化部落主义心态。为了提高广告跨文化传播的有效性,创制者和接受者需要从不同的方面提高自身文化的理性意识,培养各自的文化敏感性,以达成双方平等对话,信息互通的理想传播效果。

Cultural Sensitivity and Inter-cultural Transmission of Advertisements

In the present inter-cultural transmission of advertisements,there are cases that go against the information transmission and communication,like the cultural paralysis of advertisement designers and the cultural over-sensitivity of the recipients.The origin of cultural paralysis lies in the capital arrogance and cultural arrogance of the designers,who try to exaggerate both the brand and market power while ignoring the cultural particularity of the recipient country.Cultural over-sensitivity comes from the over-defense mentality of and cultural nationalistic idea featured with seclusion from the outside world on the part of the recipients.In order to increase the effectiveness of advertisement transmission,the designers and recipients both need to be cultivated to become rational and sensitive about cultures,so as to have an equal dialogue and to achieve an ideal information transmission between both parts.