试论中国广告国际化的途径

加入WTO后,中国广告业将面临新的竞争与机遇,如何尽早实现中国广告的国际化是当务之急。新的时代,广告产业必然成为建设有中国特色的社会主义市场经济、开发西部的先导产业,成为中国经济进军世界舞台的号角或旗帜。而要担当此重任,中国广告就必须立足本土,先走"当地化与标准化结合"的路子,并逐渐走向标准化,最终实现国际化。

Means to Achieve Internationalization of Chinese Advertising

After China's entry into WTO,Chinese advertising will inevitably face new opportunities and severe competition. How to achieve internationalization of Chinese advertising as early as possible is a must at present. In the new era,advertising will become a leading industry in the course of western development and the building of socialist market economy with Chinese characteristics,and a driving force behind the Chinese economy in global competition. As such,Chinese advertising must take root in the local soil, with a combination of localization and standardization as the first step, and develop toward standardization and internationalization.