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广告是通过简短的文字和最精炼的表达形式,来完成最精髓的文化体现。在全球一体化的背景下,广告是企业宣传自身最有效的一种传播方式.然而广告文化传播在企业进行跨文化广告传播时,面对的是与其自身文化差异巨大的文化。如何消除不同文化之间的差异,提高跨文化广告传播的效果,成为企业进行国际营销时迫切需要解决的课题,也是决定传播效果好坏的关键部分。
Advertising is the embodiment of the most quintessential culture through short texts and the most refined expressions. In the context of global integration, advertising is the most effective means of dissemination of corporate self-propaganda. However, when advertising cross-cultural advertisements are disseminated by enterprises, they face a culture with great cultural differences. How to eliminate the differences between different cultures and improve the effectiveness of cross-cultural advertising dissemination has become an urgent issue that companies need to solve when conducting international marketing, and it is also a key part of determining the effectiveness of communication.