摘要
耐克广告事件在人们思想上产生了强烈震动,造成这一事件的直接原因是中美文化的差异。中美文化差异在这场冲突中主要体现在高语境文化和低语境文化的冲突、图形性思维方式和线性思维方式的碰撞以及不同的文化模式之间的相互砥砺。消减两国文化差异的有效途径在于加强不同语境之间的相互沟通和文化调适,找寻文化的共性,在广告传播中尊重他国文化并努力实现文化的本土化。
The incident of NIKE's advertisement has brought big shock to the mind of Chinese peo- ple.The direct reason that gave rise to this incident is the differences between cultures of China and America,which reflect on the cultural conflict between high context and low context,on the confron- tation of ways of thinking between linear and graphy,and mutual tempering in different cultural modes.The effective approach to eliminate the culture difference lies at the strengthened communica- tion and adjustment in different culture context,find generality,respect other culture and try to real- ize cultural indigenization in advertisement.
出处
《新闻与传播评论辑刊》
2005年第1期180-186,243,254,共10页
Journalism & Communication Review
关键词
耐克广告事件
中美文化
差异
诠释
The incident of NIKE
Sino and American culture
Differences
Interpretation
