CAJ | 학술논문

跨国广告俨然成为了经济全球化下跨文化传播的重要影响因素之一，它构成了现代社会的重要文化内容和文化特征。本文从跨文化交际角度出发，浅析了作为跨国企业产品的士力架广告所折射出的不同文化价值观念，以期对经济全球一体化背景下的跨国广告，尤其是走向世界的中国产品广告有所启示。
과국엄고엄연성위료경제전구화하과문화전파적중요영향인소지일，타구성료현대사회적중요문화내용화문화특정。본문종과문화교제각도출발，천석료작위과국기업산품적사력가엄고소절사출적불동문화개치관념，이기대경제전구일체화배경하적과국엄고，우기시주향세계적중국산품엄고유소계시。
International advertising has become one of the important influence factors of cross-cultural communication under the economic globalization. It forms the important cultural content and cultural characteristics of the modern society. From the perspective of cross-cultural communication, the different cultural values reflected by snickers advertisement as multinational enterprise product are analyzed in order to give enlightenment to multinational advertisment under the background of economic globalization, especially to Chinese products advertising towards the world.