论国际广告的跨文化传播-新闻学专业论文.docxVIP

0N 0N CROSS-CULTURE COMMUNICATION OF INTERNATIONAL ADVERTISING ABST从cT Since reform and opening especially since the entrance to WTO，China has witnessing unpaired development in its history．Its economy is developing SO quickly,some powerful enterprises begin to step to international markets and join the international competition．As an important means to compete in the international market，international advertising is attracting more and more attention from big cross-country enterprises．In order to gain their own position in international competition，Chinese enterprises have to pay more attention to the study and execution of international advertising，absorb international advertising concept from abroad enterprises and make use of advertising to build its own world．class brand． Adverting is an activity of information communication；symbols are the carrier of information．Its symbols and symbol system transfer the information and meaning of advertising．Most of the time，it’S the negative function of culture．barrier cause the failure of International advertising．This thesis analyzes the reason for negative effect of culture—barrier to communication of international advertising from view of semiology,culture and communication． This thesis discusses the way to avoid the negative effect of culture—barrier to to International advertising．First，to master the ritual，custom and products prefer of correspondent customers，enterprises should do research on audience before advertising．Second，the thesis hackles the familiar measures executing in International advertising as“Standard campaign’，‘‘Local campaign’’and ‘‘Competitive campaign”and penetrate the specific operations in the symbol activities． KEY WORDS：International Advertising；Cross—Culture Communication； Culture Barrier 广西大学学位论文原创性声明和使用授权说明原创性声明 广西大学学位论文原创性声明和使用授权说明 原创性声明 本人声明：所呈交的学位论文是在导师指导下完成的，研究工作所取得的成果和相 关知识产权属广西大学所有，本人保证不以其它单位为第一署名单位发表或使用本论文 的研究内容。除已注明部分外，论文中不包含其他人已经发表过的研究成果，也不包含 本人为获得其它学位而使用过的内容。对本文的研究工作提供过