| 试论中国品牌的跨文化广告传播策略 |
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| 引用本文： | 李正良,李玉平.试论中国品牌的跨文化广告传播策略[J].武汉职业技术学院学报,2006,5(5):111-113. |
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| 作者姓名： | 李正良 李玉平 |
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| 作者单位： | 湖南大学,新闻与传播学院,湖南,长沙,410082 |
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| 摘 要： | 从跨文化广告传播的内涵和特征入手,本着中国的实际,从“对方”和“自身”两个角度,分别提出尊重目标国的文化理念以实现国际化传播、立足于中国优秀的传统文化以弘扬中华文明两大策略。
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| 关 键 词： | 全球化 跨文化广告传播 文化理念 传统文化 |
| 文章编号： | 1671-931X（2006）05-0011-03 |
| 收稿时间： | 2006-09-12 |
| 修稿时间： | 2006年9月12日 |
On Chinese Brands' Strategy of Cross-cultural Publicity by Advertising |
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| LI Zheng-liang,LI Yu-ping.On Chinese Brands'''' Strategy of Cross-cultural Publicity by Advertising[J].Journal of Wuhan Institute of Technology,2006,5(5):111-113. |
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| Authors: | LI Zheng-liang LI Yu-ping |
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| Institution: | School of Journalism and Communication, Hunan University, Changsha 410082, China |
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| Abstract: | This paper embarks from the implication and features of cross-cultural publicity.Considering the reality of China,it proposes,from the viewpoint of the two sides involved in publicity,that the cultural concepts of the object countries should be respected so as to carry out international publicity efficiently.It also emphasizes on Carrying for- ward Chinese civilization and publicizing brands based on excellent traditional culture. |
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| Keywords: | globalization cross-cultural publicity by advertising cultural concept traditional culture |
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