The Predicament And Countermeasure Analysis Of The Intercultural Advertising Communication Of China

With the rapid deveploment of modern economy, more and more people are concerned about the Intercultural communication. Intercultural communication refers to the contacts and exchanges of information across regions,countries and nations.Under the wave of economic globalization of the 21st century,mutual understanding between different people is essential,therefore,the intercultural communication becomes more and more important.As a kind of form of intercultural communication,advertising spreads across two or more different cultural groups. And,facilitated by the quick advance of communication technology,the earth more and more looks like a village as the globalization gone deeper and deeper.The intercultural advertising communication has become not only necessity but reality.There are mainly four parts in this paper .In the first part , the author analyzes crrent situation of the studies with respect to intercultural advertising communication; In the second part,the paper will describe the current situation of Chinese intecultural advertising communication; In the third part ,the author will analysis the difficulties of Chinese intecultural advertising communication from several aspects. Such as different cultures,laws,rules,languages,ideas of value,relgion belives and so on .In the forth part, the author will raise ways and several methods that may minify the effects of cultural difference on intecultural advertising communication,offering the theoretical reference for domestic enterprises'intecultural advertising communication activities.