文化差异与跨文化广告传播

Cultural Differences and Cross-culture Advertising

随着经济全球化的迅速发展，文化差异已经成为企业生存与发展的一个难题。本文在研究中西方文化差异及其对跨文化广告传播影响的基础上，提出了消除文化差异的途径即发展有效的跨文化广告沟通的方式与技巧。

With the rapid growth of economic globalization, cultural differences have grown to be a difficult problem for the survival and development of enterprises. This paper, based on the study of differences between oriental and occidental cultures and their influences on cross-culture advertising, has put forward the ways for dispelling differ- ences,which means developing effective ways or skills for cross-culture advertising propagation.