摘要
在广告跨文化传播中,国别文化元素的运用和表现至关重要,该文以获2010年纽约广告节金奖的《水墨篇》为个案,对其中所使用的具体的中国元素进行了直接意指和含蓄意指的分析,总结出了在跨文化传播中,中国元素在国际广告中的使用技巧,包括巧妙使用红色、追求水墨效果、中国元素的世界性语言演绎、以及价值观与广告元素的使用禁忌等。
The expression and use of a country cultural elements are seriously crucial in intercultural transmission of advertisement. In this paper, the author tends to use Ink Chapter which was awarded as the gold medal in the 2010 New York Advertising Festival as a case to analyze direct meaning and implicit meaning of the using of Chinese elements, and then sums up the techniques of Chinese elements used in international commercial that is ingenious use of red, pursuit of effects of Chinese ink and wash, world language interpretation of the Chinese element, values, the using taboo of advertisement elements and etc.
出处
《华中师范大学研究生学报》
2011年第1期63-65,共3页
Central China Normal University Journal of Postgraduates
关键词
中国元素
广告
跨文化传播
Chinese elements
advertisement
cross-culture communication
