| 广告语言的顺应性和跨文化能力培养 |
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| 引用本文： | 张媛媛.广告语言的顺应性和跨文化能力培养[J].河北师范大学学报(教育科学版),2009,11(4). |
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| 作者姓名： | 张媛媛 |
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| 作者单位： | 河北师范大学,外国语学院,河北,石家庄,050016 |
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| 摘 要： | 在经济全球化的国际大环境下,广告语言作为一种时代产物,蕴含着特定的民族文化底蕴.广告语言的跨国传播只有与当地受众的文化观念相一致,与受众文化相吻合,才能对受众产生无形的和潜在的影响,从而影响受众的购买决策.
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| 关 键 词： | 跨文化语境 广告语言 能力培养 |
Adaptability of the advertising language and development of cross-cultural competence |
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| ZHANG Yuan-yuan.Adaptability of the advertising language and development of cross-cultural competence[J].Journal of Hebei Normal University,2009,11(4). |
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| Authors: | ZHANG Yuan-yuan |
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| Institution: | Department of English;Hebei Normal University;Shijiazhuang;Hebei 050016;China |
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| Abstract: | The paper discusses and analyzes the cross-cultural adaptation of advertising languages in the view of historical tradition,ethnological customs,thinking mode,values,laws and regulations and national taboos. |
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| Keywords: | cross-cultural context advertising language adaptation |
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