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国际市场商品广告是指企业为了开拓国际市场、引导需求、促进销售,而利用一定的技术、艺术和心理手段,通过一定的媒体,向特定的对象宣传指导其商品的一种方式和营销活动。由于世界各国风尚习俗、语言文化各不相同,在广告方面也形成了不少禁忌。①语言。广告主要通过语言文字向消费者传达有关信息,而有些语言中的文字或词句,在一种语言形式中是积极的,在另一种语言形式中则是消极的,甚至是完全相反的。例如,“金鸡”一词在我国的词义是积极的,但在英、美国家却是众所周知的禁忌词,因为是当代英语俚语中的下流话;“MaxiPuke”是“马戏扑克”的汉语拼音,在英文中却是“最大限度的呕吐”的意思,令人看了恶心。此外,在香港须知广告一律使用英语和汉语;在意大
In the international market, the advertisement of goods refers to a way and marketing activity of enterprises to promote certain products through certain media by means of certain technical, artistic and psychological means in order to open up the international market, guide demand and promote sales. Due to the customs of all countries in the world, the languages and cultures are different, and many taboos have also been formed in advertising. ① language. Advertisements primarily convey the message to consumers through their spoken and written text, while words or phrases in some languages are positive in one language form and negative or even the opposite in another language form. For example, the term “golden rooster” is a positive word in our country, but it is a well-known taboo in English and American countries because it is a nasty word in contemporary English slang; “MaxiPuke” is a “circus poker ”Pinyin, but in English it is “ maximum vomit ”meaning, it is disgusting. In addition, advertisements in Hong Kong must be in English and Chinese;