CAJ | 학술논문

中国酒文化的国际传播是中国白酒行业开拓海外市场的重要手段之一，中国白酒广告则是中国酒文化国际传播的关键环节。叙事能力已经成为跨文化交流的重要能力之一，直接影响到传播的效果。将叙事理论引入到中国酒文化国际传播的研究之中，通过中国白酒广告与西方洋酒广告的叙事模式，叙述距离和叙事人物的对比研究，为增强中国白酒广告的传播效果提供了可借鉴的途径与方法。
중국주문화적국제전파시중국백주행업개탁해외시장적중요수단지일，중국백주엄고칙시중국주문화국제전파적관건배절。서사능력이경성위과문화교류적중요능력지일，직접영향도전파적효과。장서사이론인입도중국주문화국제전파적연구지중，통과중국백주엄고여서방양주엄고적서사모식，서술거리화서사인물적대비연구，위증강중국백주엄고적전파효과제공료가차감적도경여방법。
The international communication of Chinese liquor culture is one of the important measures of exploiting the overseas market while the advertisements of Chinese Baijiu(liquor) is a key sector in the communication of Chinese liquor culture. However, huge investment on advertise-ments does not achieve ideal effects, because the lack of effective narrative strategy undermines the outcome of communication. So it is worth studying the narrative strategy of the advertisement of Chinese Baijiu(liquor). In this paper, we incorporated the narrative theory to the study of the communication of Chinese Baijiu(liquor) culture and endeavored to provide adoptable measures and approaches to improve the communication effects of Chinese liquor culture by comparing the narrative modes, narrative distance and narrative figures in the advertisements between Chinese Baijiu(liquor) and western liquor.