| 现代化视野中的中美广告文化的冲突与融合 |
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| 引用本文： | 胡琼华. 现代化视野中的中美广告文化的冲突与融合[J]. 湖南商学院学报, 2007, 14(6): 48-51 |
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| 作者姓名： | 胡琼华 |
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| 作者单位： | 湘潭大学,文学与新闻学院,湖南湘潭,411105 |
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| 摘 要： | 中国和美国的现代广告在意识形态、文化背景、传统习惯等方面存在巨大差异,导致二者交流过程中出现了影响力不对等、相互排斥以及封闭单向传播的思维方式等种种冲突.面对国际市场的开放、世界经济的整合以及广告的飞速发展,两者只有相互适应、改造、超越和整合,才能取得预期的效果.
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| 关 键 词： | 冲突 必要性 融合 策略 |
| 文章编号： | 1008-2107（2007）06-0048-04 |
| 收稿时间： | 2007-05-16 |
Conflicts and Fusion of Modern Advertisement Culture between China and America |
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| HU Qiong-hua. Conflicts and Fusion of Modern Advertisement Culture between China and America[J]. Journal of Hunan Business College, 2007, 14(6): 48-51 |
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| Authors: | HU Qiong-hua |
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| Affiliation: | College of Literature and News,Xiangtan University,Xiangtan 411105 |
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| Abstract: | There are huge differences between China and America in modem advertisement in ideology,culture background and traditional customs etc These differences result in conflicts such as unequal influencing power, mutual repellence and one-way thinking mode. Faced with the opening of world manet and integration world economy, the two nations must make adjustments by reform and integration, in order to achieve their, goals. |
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| Keywords: | conflict necessity fusion strategy |
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