广告语言的顺应性和跨文化能力培养

Adaptability of the advertising language and development of cross-cultural competence

在经济全球化的国际大环境下,广告语言作为一种时代产物,蕴含着特定的民族文化底蕴。广告语言的跨国传播只有与当地受众的文化观念相一致,与受众文化相吻合,才能对受众产生无形的和潜在的影响,从而影响受众的购买决策。

The paper discusses and analyzes the cross- cultural adaptation of advertising languages in the view of historical tradition, ethnological customs, thinking mode, values, laws and regulations and national taboos.