中国跨文化广 姜智彬样稿.docx

中国跨文化广____姜智彬样稿中国跨文化广告研究现实状况和发展趋势
The current research status and development tendency of cross-culture advertising in China
作者 Author _ 姜智彬 Jiang Zhibin 黄羲煜 Huang Xiyu
| 摘　　　要 | 伴随经济全球化进程推进和媒体技术发展，全球广告市场快速融合，广告跨文化传输已经成为一个不可阻挡
时尚。本文回顾和反思了中国跨文化广告研究近十年来研究现实状况，综述了跨文化广告相关概念，探讨了该课题研究上存在问题和取得进展。中国跨文化广告研究取得了一定结果，但和整个广告产业相比仍存较大差距。当下正处于媒介变革关键时期，媒介和传输方法发生了巨大改变，跨文化广告自然不能幸免。在移动浪潮、大数据时代和互联网传输模式时代趋势下本文提出了跨文化广告研究展望。
| 关　键　词 | 跨文化 传输 广告
| ABSTRACT | Advertising has irresistibly embraced cross-culture communication against the backdrop of globalization
and latest developments in media technology and the convergence of international ads market. Starting by reviewing the research efforts on cross-culture advertising of Chinese scholars over the past decade, this article summarizes pertinent concepts and conducts a discussion on related problems and achievements. Despite the fact China has made progresses in the research of cross-culture advertising, there is still a yawning gap when our research is compared with the ads industry as a whole. We are in the middle of a important period of media transformation, with significant changes in media and communication ways. Cross-culture advertising, consequently, faces an evolution of the same scale. This article proposes visions on the research of crossculture advertising in an era of mobile communication, big data and Internet communication.
| KEY WORD