摘要世界经济一体化进程中电视商业广告的跨文化传播已经成为了一种不可避免的现象，我们需要对不同国家之间的不同文化进行更深入更广泛的认识，从而进一步研究在电视商业广告的跨文化活动中产生障碍的原因。我们必须首先尊重和理解不同国家之间的文化，在实施不同的跨文化传播的策略当中，我们应该强调其不同文化环境中的共同价值观，以避开文化差异障碍，本论文对中美电视商业广告进行研究，通过对比分析中美商业广告中的差异，以及造成文化差异的原因，进而提出跨文化传播中的适应性策略。66398

毕业论文关键字： 商业广告   跨文化   文化差异

毕 业 论 文 外 文 摘 要

Title The Adaptability Study of TV Commercials in Intercultural Communication between China and the United States

Abstract

Business TV Advertisement in intercultural communication is an inevitable phenomenon of world economic integration, so we need a broader understanding of the differences between national cultures to eliminate the cultural barrier to advertising communication. To eliminate barriers to the intercultural communication, we must first respect and understand the different national cultures, with the help of the implementation of the communication strategy of differentiation, we should emphasize the common values of different cultural environment , cultural differences can be avoided with some specific measures, this paper studies the TV advertisement of China and America, and analyzes the reasons of the difference then proposes suggestions for intercultural communication .

Keywords   Business TV Advertisement   Intercultural Communication  Cultural Difference 

Table of Contents

1  Introduction 1

1.1 Theme 1

1.2 Organization 1

1.3 Significance of this Paper 1

2  Literature Review 2

2.1 Definition and Characteristics of Advertising 2

2.2 Studies of TV Commercials Abroad and at Home 2

3  Difference in Commercial between China and America 3

3.1 Ideology Difference 3

3.2 Custom Difference 4

3.3 Psychosocial Difference 5

3.4 Historical Difference 5

3.5 Differences in Religious Belief 5

4  Reason of the Difference 6

4.1 Value 6

4.2 Language 7

5  Countermeasures of Adaptability of TV Commercials in Advertisement Communication 8

5.1 Respecting the National Culture 8

5.2 Avoiding Cultural Difference, Emphasizing Common Value 8

5.3 Advertising in Intercultural Communication and Global-localization Strategy 10

5.4 Taking Advantage of the Cultural characteristics of the Home Country 11

6 Conclusion 13

Acknowledgements 14

Bibliography 15

1 Introduction

1.1 Theme

With the continuous development of social economy, television commercials are everywhere in our lives , television commercial in commercial activities play an important role in advertising, in a sense, advertisement can affect consumer's first impression, and the first impression is good or bad will determine the product's sale. Different countries and regions, culture are differences the commercial advertisement communication’s requirements are not the same, in today’s globalization economy, we should pay attention to the differences of cultures and values and other factor such as ideological difference, historical difference, psychosocial difference, custom difference, language difference. when we know the differences, it will help us to study the adaptability of Commercial advertisement in intercultural communication between China and the United States.文献综述