广告传播中的语言和文化的障碍与跨越

Thoughts on Language Barrier and Culture Shock in Advertising Propagation

语言和文化的差异常常阻碍着广告信息的准确传播,进而影响产品的营销活动。本文结合广告传播中的典型案例,说明异己文化和语言给沟通带来的负面影响;并联系国际营销策略提出跨越障碍的方法。

The author touched upon in this journal the obstacles in the process of advertising propagation, and listed a number of examples to elaborate in detail. Advertising propagation entails deep understanding of the different cultures, and a good command of target languages. To avoid making big blunders, the marketers have to carefully look into the local market, be aware of the culture heritage of the local people and what their values are. Culture distinctions can be waded through in the advertisement by adopt...