摘要
跨文化交流研究是对不同文化人群交流特点的比对研究。在跨文化语境中,广告传播效果可能由于文化的核心价值观不同而造成巨大的差异。该文以麦当劳系列广告为例,分析其在文化语境和文化维度设置中对跨文化交流理论的应用及传播效果,探讨对我国企业走出去和提高文化软实力的借鉴意义。
Cross-cultural communication is the comparative research based on the characteristics of communication among different cultures. In cross-cultural context, the communication effects of advertising may largely differ due to the diversity of cultural values. This essay aims to analyze the application of the cross-cultural theories and the effects in different cultural contexts and cultural dimensions with case studies of McDonald TV commercials, which could serve as a reference for Chinese enterprises going global and enhancing the soft power of Chinese culture.
作者
李彤
Li Tong(Communication and Cooperation Department,Chinese National Academy of Arts,Beijing,China)
出处
《社会科学论坛》
2021年第3期173-178,共6页
Tribune of Social Sciences
关键词
跨文化交流
文化语境
国际广告
传播效果
cross-cultural communication
cultural context
international advertising
effects of communication
