跨文化交际中的广告创作差异

Differences of Advertisement Writing between Cross-Cultural Communication

商品出口或进口,市场的销售或服务,广告是强有力的推销工具之一。但往往由于文化背景、生活习惯以及不同地区的语言差异,使广告的作用受到不同程度的削弱。不同地区或国家的人们对广告的接受也大不相同。为能有效地利用广告与国外客户沟通,使广告在不同的国家、不同的时间和激烈的竞争中能有效地发挥作用,我们应从群体倾向与个体倾向、权威与事宜及比较三个方面了解中外广告的差异。

Advertising is the most powerful means for the imports,exports,sales and services,but the effects could be weaker because of the different cultures,customs and languages.Likewise people in different countries may have different opinions on the advertisement.In the communication with foreign clients,we should known the differences in advertisement in order that the advertising can play important role in fierce competition in different countries.