【摘要】 价值观、思维方式和语言形式方面的差异是导致中西方广告文化产生冲突的根本原因。中西方文化地域性差异非常明显,但广告文化也呈现出不断融合的现象。在广告传播中力求避免不同文化之间的拒斥和误读,并建立起一种以包容、多元、进步为特点的新广告文化。更多还原

【Abstract】 The difference in the value concept,thinking mode and language formation can be considered as the basic reason leading to the conflict in Chinese and western advertisement culture.There exists great difference in the regionalism between Chinese and western culture but the phenomenon of gradual integration in the advertisement culture.It is concluded that it is necessary in the advertising communication actively to avoid the rejection and misunderstanding between different culture,and try to establish the new advertisement culture characteristically tolerant,multiple and progressive.更多还原