| 跨文化广告与最佳关联性 |
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| 引用本文： | 胡燕琴,肖继红.跨文化广告与最佳关联性[J].上饶师范学院学报,2010,30(2):100-102. |
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| 作者姓名： | 胡燕琴 肖继红 |
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| 作者单位： | 1. 上饶师范学院,江西,上饶,334001
2. 上饶市第五中学,江西,上饶,334000 |
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| 摘 要： | 跨文化语境下广告必须充分考虑到广告对象的认知语境、文化心理、语言习惯,找到最佳的关联点,使广告受众以最小的认知努力来获取最佳的语境效果。
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| 关 键 词： | 商业广告 跨文化语境 最佳关联 |
Advertising Message under Cross-cultural Context and the Optimal Relevance |
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| HU Yan-qin,XIAO Ji-hong.Advertising Message under Cross-cultural Context and the Optimal Relevance[J].Journal of Shangrao Normal College,2010,30(2):100-102. |
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| Authors: | HU Yan-qin XIAO Ji-hong |
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| Institution: | 1.Shangrao Normal University,Shangrao Jiangxi 334001,China;2.Shangrao Middle School NO.5,Shanrao Jiangxi 334000,China) |
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| Abstract: | advertising under cross-culture context must take enough consideration of cognitive context,cultural psychology and language habituation of its consumers in different countries and obtain the optimal relevance so that they can get the optimal contextual effect with the least of cognitive efforts. |
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| Keywords: | business advertisement cross-cultural context optimal relevance |
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