广告信息传播中语境水平与文化同一性

Context Levels and Cultural Identity in Advertising Communication

依据文化人类学家霍尔对语境水平的高低界定,以中美广告实例为分析对象,探讨了广告在高语境文化传播与低语境文化传播中对文化同一性的差异性体现。

In terms of the classification of context by Hall, the paper focuses on different requirements of cultural identity between high context advertising communication and low context advertising communication through analysis on Chinese and American advertising cases.