从接受美学看跨文化传播中的“争议广告”

Controversy Ad Faced with Cross-Culture

伴随着广告跨文化传播的热潮,"争议广告"频频出现。从接受美学的观点来看,近年来出现的"争议广告"其实都是具有不同期待视野的接受者对广告作品再创造,是接受者根据自己的文化修养和人生经验等对广告作品进行的想象和补充,带有鲜明的个性特征。从不同的角度理解广告作品,自然会产生分歧和争议。

With the advertising craze in cross-cultural communication, ＂controversial advertisement＂ appeared frequently. From receiving aesthetic point ,in recent years the ＂controversial advertisement＂ actually which has different expectations of the recipient vision advertising works on the re-creation, is the recipient in accordance with their own cultural cultivation and life experience, and other works of the imagination, so the ＂controversial advertisement＂ has distinct personality characteristics. From different angles to understand advertising works, it will naturally has differences and disputes.