跨文化广告传播中的语用失误研究

A Study on Pragmatic Failure in Cross-cultural Advertising communication

随着经济全球化时代的到来,跨文化、跨国度的广告越来越多。作为广告的主体和传播介质,语言成了跨文化传播中的首要障碍。本文从社会语言学和跨文化传播的角度着手,对跨文化广告传播中的语用失误进行分析,并且就如何规避和减少这一失误提出应对策略,为越来越多走出国门的中国企业提供借鉴。

The globalization of world economy has made cross-cultural advertising dissemination inevitable. As a core part and the media of advertising, language has been the main obstacle in cross-cultural advertising. The article analyses the pragmatic failure from the viewpoint of socia-linguistics and cross-cultural advertising communication and puts forward some useful strategies to reduce this kind of failure for Chinese companies aiming at oversea markets.