视觉传播符号在跨文化广告传播中的解读

Understanding of the Visual Sign in Cross-cultural Advertisement Communications

目前,广告的跨文化传播包括两个方面:一方面,伴随着经济全球化的浪潮,国际知名企业、知名品牌,主要是发达国家的产品或企业广告在进入其它国家的广告市场的过程中运用了本土化的手法落地其它国家;另一方面,随着经济的全球化,各个国家的企业和产品要走向其它市场,需要广告的相互渗透,跨文化广告要求广告的生产者了解其它国家或民族的经济发展水平、文化、意识形态等等。这两方面传播的过程彼此有共通的地方,可以通过广告直接沟通、对接、共用,也有差异化的地方,可以彼此借鉴、转换,在彼此沟通或借鉴、转换时会有误读现象。

There are two aspects which exist in present cross-cultural advertisement communications. On the one hand, the famous international enterprises and well-known brands settle in other countries by means of localization with the tide of economic globalization . It is primarily for the developed countries~ products or enterprises~ ads to go into other countries~ ads markets. On the other hand, every country＇s enterprises and products need interlinking and diffusing of ads in order to go into the opposite markets. It is necessary for the producer of cross-cultural ads to learn about the economic developing level, culture and ideology of the other countries and nations. There is something common and different within these two-way communications. The former can be communicated and connected and co-used directly through the ads, the later can be contrasted, borrowed and transformed between the different sectors of the ads, and sometimes misunderstanding is unavoidable.