【摘要】：在21世紀(jì)的今天，全球市場(chǎng)一體化愈演愈烈，信息傳播技術(shù)不斷更新，人類(lèi)更需要增進(jìn)交流，跨越文化之間的傳播交流顯得越來(lái)越重要。跨文化傳播是指涉及不同民族、不同地域的兩種或者兩種以上不同文化信息的傳播活動(dòng)。然而廣告作為文化傳播的一種形式，同樣需要在兩個(gè)或兩個(gè)以上不同文化群體中進(jìn)行傳播。當(dāng)跨國(guó)公司進(jìn)行跨文化廣告?zhèn)鞑r(shí),所面對(duì)的是與其母文化差異巨大甚至完全不同的另一種文化群體。這種來(lái)自不同文化背景的人們因文化、價(jià)值體系、思維方式和行為準(zhǔn)則等的不同，往往無(wú)法正確理解異族廣告所傳播的信息內(nèi)容，甚至有時(shí)無(wú)法接受其傳播的方式，抵觸、反感甚至抵制、反抗，引發(fā)設(shè)計(jì)倫理道德問(wèn)題。而倫理道德是一個(gè)復(fù)雜的體系,致使跨文化廣告?zhèn)鞑サ倪^(guò)程中,設(shè)計(jì)倫理問(wèn)題紛紛浮出水面，引起人們的廣泛關(guān)注。如何跨越文化間的鴻溝？如何面對(duì)不同的文化差異進(jìn)行有效的說(shuō)服？如何避免更多的廣告?zhèn)惱韱?wèn)題出現(xiàn)？這是本課題關(guān)注和擬解決的主要問(wèn)題。 究其產(chǎn)生沖突甚至抵制的所有源頭在于文化的二元對(duì)立；價(jià)值觀(guān)的取向不同；風(fēng)俗、宗教的地域差異對(duì)廣告的干擾；法律法規(guī)的差異性對(duì)廣告的制約。我們必須尋求到有效的溝通策略，以尊重他國(guó)文化差異為前提，迎合目標(biāo)受眾的價(jià)值體系，尊重他們的風(fēng)俗、宗教，遵守法律規(guī)定，消除差異障礙，避免設(shè)計(jì)倫理問(wèn)題。不止如此，，設(shè)計(jì)師在創(chuàng)意廣告時(shí)要培養(yǎng)自覺(jué)的跨文化意識(shí)，努力挖掘不同文化間的共性，處理好標(biāo)準(zhǔn)化與本土化的關(guān)系，努力尋求設(shè)計(jì)倫理原則，學(xué)會(huì)拒絕“不良設(shè)計(jì)”，學(xué)會(huì)“無(wú)害為美”。
[Abstract]:In the 21st century, the integration of the global market is becoming more and more intense, and the information communication technology is constantly updated. Human beings need to enhance communication, and the communication across cultures is becoming more and more important. Cross-cultural communication refers to two or more kinds of communication activities involving different nationalities and different regions. However, as a form of cultural communication, advertising also needs to spread among two or more different cultural groups. When multinational corporations carry out cross-cultural advertising communication, they are confronted with another cultural group which has great or even completely different cultural differences from their mother culture. This kind of people from different cultural backgrounds, because of the different culture, value system, mode of thinking and code of conduct, etc., often can not correctly understand the content of information transmitted by foreign advertising, and sometimes can not accept the way of dissemination, conflict, etc. Antipathy and even resistance, cause design ethics and moral problems. Ethics is a complex system, resulting in cross-cultural advertising communication process, the design of ethical issues have emerged, causing widespread concern. How to bridge the cultural divide? How to face different cultural differences for effective persuasion? How to avoid more ethical problems in advertising? This is the main problem that this subject concerns and intends to solve. The source of conflict and even resistance lies in the duality of culture; the different orientation of values; the regional differences of customs and religions interfere with advertising; the differences of laws and regulations restrict advertising. We must seek effective communication strategies that cater to the value system of the target audience, respect their customs, religions, abide by laws and regulations, remove barriers to differences, and avoid design ethics, on the premise of respecting the cultural differences of other countries. More than that, designers should cultivate a conscious cross-cultural awareness in creative advertising, strive to tap the commonalities among different cultures, handle the relationship between standardization and localization, strive to seek ethical principles of design, and learn to reject "bad design". Learn to be harmless and beautiful.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F713.8;J534

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