摘要
广告作为一种特殊的文化艺术符号和文化传播形式,在跨文化广告的传播过程中,文化认同发挥着举足轻重的作用。以"金六福""轩尼诗"等广告为例,从文化认同与跨文化广告传播、文化认同与广告策划和文化认同与广告传播方式等视角分析了跨文化广告传播中的文化认同。
Advertising acts as one special cultural artistic signal and communication form,and cultural identity plays an important role in the process of cross-cultural advertising communication.The paper makes a detailed analysis about the function of cultural identity in cross-cultural advertising communication from the following aspects：the relationship between cultural identity and cross-cultural advertising communication,between cultural identity and advertisement planning,and between cultural identity and methods of advertising communication.
出处
《山西高等学校社会科学学报》
2013年第4期64-66,共3页
Social Sciences Journal of Universities in Shanxi
关键词
广告
跨文化传播
文化认同
advertising
cross-cultural communication
cultural identity
