| 论同文化传播语境下现代广告语言的本土化特点 |
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| 引用本文： | 马桂花.论同文化传播语境下现代广告语言的本土化特点[J].内蒙古民族大学学报(社会科学版),2006,32(2):19-23. |
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| 作者姓名： | 马桂花 |
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| 作者单位： | 内蒙古兴安职业学校,内蒙古,乌兰浩特,137400 |
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| 摘 要： | 广告语言的优劣,直接影响广告效果。在广告界一直存在着广告制作“本土化”和“全球化”的争论,对比西方广告特点,考察我国广告传播现状,笔者认为:在同文化传播语境下,我国广告应突出广告语言本土化特色。广告语言“本土化”应是我国广告语言的发展方向。本文通过对比分析,探索了广告语言本土特点的形成机制、表现手段、约束机制,希望能有助于我国广告文化事业的蓬勃、健康发展,也有助于我们规范、纯洁祖国语言文字。
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| 关 键 词： | 广告 语言 本土化 |
| 文章编号： | 1671-0215(2006)02-0019-05 |
| 修稿时间： | 2006年2月20日 |
On Indigenization Characteristics of Modern Advertising Language in the Context of the Same Cultural Transmission |
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| MA Gui-hua.On Indigenization Characteristics of Modern Advertising Language in the Context of the Same Cultural Transmission[J].Journal of Inner Mongolia University for Nationalities(Social Sciences),2006,32(2):19-23. |
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| Authors: | MA Gui-hua |
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| Abstract: | The advantages and disadvantages of advertising language directly influence advertising elect.There always exists the argument of the "indigenization" and "globalization" about advertising production.Comparing with the western advertising features,studying the present situation of cultural transmission in our country,the author thinks: the advertisement in our country should emphasize the indigenization characteristics of advertising language in our country.This thesis probes the forming mechanism,displaying means and restraining mechanism of the indigenization characteristics of advertising language.I hope this essay will do some good to the active and healthy development of the advertising cultural career in our country,and also to regulate and purify the language in our country. |
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| Keywords: | Advertisement Language Indigenization |
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