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论跨文化背景下国际广告的本土化传播——以国际广告在中国市场传播为研究对象 被引量:2

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摘要 近年来,学术界关于国际广告的研究主要集中在"一体化"的问题上,较少有涉及国际品牌在目标市场国实施本土化广告传播的论题。本文以中国市场为研究对象,剖析了近年来国际品牌在中国市场的传播案例,对跨文化传播背景下国际广告本土化传播策略做了解析,提出了国际广告实施本土化传播的原则。
作者 臧丽娜
出处 《当代传播》 CSSCI 北大核心 2009年第6期105-107,共3页 Contemporary Communication
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参考文献11

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