跨文化廣告?zhèn)鞑ブ械奈幕槕?yīng)
英語(yǔ)專業(yè)　
［摘　要］ 由世界一體化進(jìn)程而產(chǎn)生的跨文化交流正在不斷增強(qiáng)，人們跨越國(guó)界和文化的限制跟處于不同價(jià)值體系和社會(huì)規(guī)范的對(duì)方進(jìn)行溝通，這也就是跨文化傳播這一理念產(chǎn)生的根源。而作為在國(guó)際市場(chǎng)宣傳產(chǎn)品和服務(wù)的國(guó)際廣告，其傳播手段在跨文化因素不斷增加的全球化大背景之下日益顯其重要性，本文從霍爾的跨文化傳播思想入手，通過(guò)吸收其思想的研究成果將跨文化交流與廣告?zhèn)鞑ハ嘟Y(jié)合，引出跨文化廣告?zhèn)鞑ミ@一概念，通過(guò)滲透著不同文化因素的跨文化廣告?zhèn)鞑グ咐齺?lái)分析國(guó)際廣告如何在跨文化傳播理論的指導(dǎo)下進(jìn)行差異文化的順應(yīng)，并在阻礙跨文化廣告?zhèn)鞑ロ樌M(jìn)行的因素仍普遍存在的情況下來(lái)歸納相對(duì)應(yīng)的跨文化傳播對(duì)策。

［關(guān)鍵詞］ 跨文化傳播；跨文化廣告?zhèn)鞑?；文化順?yīng)；跨文化廣告對(duì)策
Chapter 1 Cross-cultural Communication Thought 2
1.1 The content of the cross-cultural communication thought 2
1.2 Researches on cross-cultural communication thought 3
1.3 Significance of cross-cultural communication thought 3
Chapter 2 Cross-cultural Advertising Communication 4
2.1 Definition of cross-cultural advertising communication 4
2.2 Features and modes of cross-cultural advertising communication 5
Chapter 3 Cultural Adaptation of Cross-cultural Advertising 6
3.1 Adaptation of values 6
3.2 Adaptation of aesthetic tastes 7
3.3 Adaptation of logical thinking 7
3.4 Adaptation of eating habits 8
Chapter 4 Strategies of Cross-cultural Advertising Communication 9
4.1 Adjustment on advertising slogans 9
4.2 Resolutions of cross-cultural advertising communication problems 10
4.2.1 Cultural integration on advertising communication 10
4.2.2 Advocation of universal values and pursuit of cultural similarities 11
4.2.3 Cross-cultural training of the advertising participants 12
Conclusion 13