中美文化差异对跨文化广告的影响

随着经济全球化的到来，当今世界最显著的特征便是不同语言文化背景下的人们之间的联系越来越密切。然而，不同的文化造成了交流上的困难。因此，人们要充分了解交际对象国家的文化背景。首先，本文旨在提出中美文化差异在价值观、民族性格、风俗习惯、宗教信仰、语言文字、审美标准等方面的差异。这些差异会导致广告商在编码或解码的过程中出现误读。然后，本文还通过一些跨文化广告的实例，分析这些差异对跨文化广告的设计所造成的影响。最后，针对跨文化广告传播的一些障碍，本文还提出一些应对措施。这些措施能够使得广告主与广告商在激烈的市场竞争中把握主动，赢得市场。

关键词: 文化差异；跨文化广告；影响；应对措施
Abstract
With the development of economic globalization, the contacts among the people who have different language and cultural backgrounds are more and more frequent. However, different cultures lead to the difficulties of communication. Therefore, it’s necessary for people to understand the cultural backgrounds of the target countries. Firstly, this thesis points out the cultural differences between China and America in the aspects of values, national personality, custom, religious belief, language and aesthetic standard etc. All of these differences will lead to the misreading in the encoding and decoding process. What’s worse, they will even lead to failure on cross-culture advertising communication. The thesis also analyzes the impacts of the cultural differences on cross-culture advertising by some examples. At last, the thesis puts forward some countermeasures of overcoming the obstacle in the cross—culture advertising. The countermeasures will help the advertisement agency and advertisers grasp the opportunities and win the market among the intense competitions.

Keywords:  cultural differences  cross-culture advertising  impacts  countermeasures

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