摘要
从关联理论的角度出发,分析跨文化语境下的广告的成功及失败案例,提出跨文化广告应充分考虑不同文化之间的差异、他国人民的认知心理及风俗习惯,让他国消费者对广告产生最佳关联,更好地理解广告内容及意图,从而实现广告的最佳效应,更好地宣传本国产品,打造本国品牌形象。
In the light of relevance theory this paper analyzes the successful advertisements and those failed under cross-cultural context. It aims to demonstrate that advertising under cross-culture context must take enough consideration to the difference between two cultures,the cognition of other people and other countries' customs, so that the consumers in other countries can get the optimal relevance and better understand the content of the advertisement. Only in this way can the advertising achieve its presumed effects of further boosting sales and setting up good images of the products in other countries.
出处
《重庆工学院学报》
2004年第4期108-110,共3页
Journal of Chongqing Institute of Technology
关键词
关联理论
跨文化语境
广告语
最佳关联
语境效果
cross-cultural context
advertisement
relevance theory
optimal relevance
