广告跨文化传播技巧刍议

An Analysis of Cross-Culture Advertisement Technique

当跨国公司在世界范围内的扩张渐渐成为现代经营的主要模式、当经济全球化不可避免地变成一种经济潮流,跨文化的传播和交流的重要性也日益突显。广告作为一种说服性的交流活动,其本身就是文化不可分割的一部分、是一种文化样式,早已深刻地影响到了我们日常的思想以及生活方式。拟从四个方面分析和探讨广告跨文化传播中的技巧,希望能够提供给从事或研究广告跨文化传播的专业人士提供一种传播视角。

The advertising activities is often seen as a communication of the information and it is also a indispensable part of the culture . The advertisement , which is taken as a cultural pattern , has had a great impact on our living way and the way of thinking . This article analyzed the cross - cultural communication techniques from four perspectives .