跨文化传播是近年来广告学专业纷纷开始的一门新课程。中国加入WTO后,与国际的广告交流越来越频繁,跨文化广告大量增加。与此同时,广告跨国传播中的文化对话和文化冲突也不断显现。因此,加强文化交流与合作,减少文化冲突与误读,便成为广告学专业亟须解决的一个课题。然而,由于国内跨文化传播研究刚刚起步,如何进行跨文化传播教学也是一个难题。目前,国内跨文化传播方面的研究成果非常有限,就连学生使用的教材也主要从欧美国家引进。这些原版教材经过国内学界翻译后,多少存在一定的文化误读现象。因此,开设双语教学对于跨文化传播课程的教学还是很有帮助的。笔者不揣浅陋,拟就此问题做些探讨,就教于方家、学者。 Intercultural communication is one of the new courses that advertising professionals have started in recent years. After China’s accession to the WTO, exchanges with international commercials are becoming more frequent and cross-cultural advertisements have increased substantially. At the same time, cultural dialogues and cultural conflicts in transnational advertisements are also constantly emerging. Therefore, strengthening cultural exchange and cooperation and reducing cultural conflicts and misreading have become an issue that needs to be solved urgently by advertising professionals. However, as the research on intercultural communication in China has just started, how to conduct intercultural communication teaching is also a challenge. At present, the research results of cross-cultural communication in China are very limited. Even the teaching materials used by students are mainly imported from European and American countries. After these original textbooks have been translated by the domestic academic circles, there is a certain amount of cultural misreading phenomenon. Therefore, the establishment of bilingual teaching is very helpful for the teaching of intercultural communication courses. I do not guess humble, intends to make some discussion on this issue, to teach in Fang, academics.