浅谈跨文化交际视野下文化差异在广告中的体现

随着中国市场的不断开放,越来越多的跨国贸易公司想要进一步扩大在中国的市场和规模。然而很多外国企业在刚刚进入中国市场时,不重视广告的作用,简单的将产品在本国的广告策略进行简单的复制直接应用到中国市场。这样的方式直接导致了市场策略的失败。本文对文化视野下中国广告的一些特点进行阐述和说明。

With the opening of the Chinese market,more and more foreign companies wanted to expand in China.But unfortunately,many foreign trade corporations saw advertising as unimportant;they simply used their own printed materials such as product catalogues,brochures and calendars to attract Chinese customers.As a result,their works was not successful.While creating an AD,people＇s behavior in China must be considered,otherwise nobody can accept it,since it is made for the customers in America,Europe or any other parts in the world.The following text will contain more details of these distinguish which need to be paid more attention concerning to advertisement in China.