摘要
跨文化语境下广告必须充分考虑到广告对象的认知语境、文化心理、语言习惯,找到最佳的关联点,使广告受众以最小的认知努力来获取最佳的语境效果。
advertising under cross-culture context must take enough consideration of cognitive context,cultural psychology and language habituation of its consumers in different countries and obtain the optimal relevance so that they can get the optimal contextual effect with the least of cognitive efforts.
出处
《上饶师范学院学报》
2010年第2期100-102,共3页
Journal of Shangrao Normal University
关键词
商业广告
跨文化语境
最佳关联
business advertisement
cross-cultural context
optimal relevance
