摘要
广告,作为一种商业行为,在跨文化传播中其伦理意义往往为经济利益所遮蔽,从而忽视其实际蕴含的内在的伦理精神。这种有意无意的忽略往往是最终导致广告跨文化传播失败的根本原因。明确广告跨文化传播的基本伦理,透析两种广告跨文化战略的实质,我们才能够真正把握广告跨文化传播的真谛。
As a commercial activity, advertising＇s ethical significance is often obscured by the economic interests in crosscultural communication, and the actual inherent ethical spirit is ignored consequently. The intentional or unintentional neglecting often causes failures in advertising cross-cultural communication. With the knowledge of its basic ethics and essence of two strategies, we can really grasp the true meaning of cross-cultural communication, advertising.
出处
《广东外语外贸大学学报》
2011年第6期81-85,共5页
Journal of Guangdong University of Foreign Studies
关键词
广告
跨文化传播
文化伦理
advertising
cross-cultural communication, ethics
