He Intercultural Communication Of Thailand Film Public Service Advertising In China

Under the background of economic globalization,people can more easily access to heterogeneous culture,global cross-cultural communication through the Internet into a new era.At the same time,as a cultural form and cross-cultural media,advertising should play a valuable role in cross-cultural communication,maximize its cultural and economic value,and actively disseminate its own national culture and national image.Thailand and China are both Asian countries.There are some similarities in geography and culture.In 2017,China's GDP reached 12.24 trillion yuan.In the same year,Thailand's GDP was 455.221 billion yuan,and Thailand's economy was slightly inferior to China's.Both are developing countries.China's advertising industry failed in the 1996 Cannes International Advertising Festival and the 2018 Cannes Advertising Festival still missed the awards.Thailand's advertising industry is famous for its creativity in the international market.Since 1995,Thailand's advertising has won international awards such as Creole International Advertising Award,New York Advertising Award,London Advertising Award,Mobius Advertising Award and so on.At the same time,it has also won a number of Golden Pencil Advertising Awards in the United States.At the 3rd Asia-Pacific Advertising Festival,Thailand attracted worldwide attention with three gold medals,two silver medals and seven bronze medals.At the Cannes International Advertising Festival in 2018,Thailand won the Gold Prize of Film Lion and Entertainment Lion at the Cannes Advertising Festival in 2018 with Friend Shit.The creativity and national culture displayed in Thailand's advertising works have been unanimously recognized by the international advertising community.As a recognized high-level advertising creator,Thailand's development momentum has surpassed that of Japan,the Asian advertising power.Thailand not only enjoys a high reputation in the world,but also often becomes a hot topic on the Internet in China.In China,there is a popular phenomenon of "advertising,I only serve Thailand".We should think: why can public service advertisements carrying Thailand's unique culture be welcomed all over the world,and what cross-cultural elements do they have? What is its value in cross-cultural communication and how to effectively resolve cultural discounts? What are the characteristics of its successful cross-cultural communication in China?Based on the theories of cross-cultural communication and neonatology,and based on the framework of Brian Spitzberg' s cross-cultural communication,this paper,from three aspects of personal system,plot system and relationship system,bases on the current situation of Thai film and television public service advertisements in China,combines specific statistical data,combs the development process of Thai film and television public service advertisements,and gives typical cases.Detailed text analysis.The analysis shows that in the process of cross-cultural communication,the individual system is the basis of cross-cultural communication,and the plot system is the vital link to promote cross-cultural communication,but the individual and plot are only superficial things.The study of common emotions and cultural proximity to the relationship system is the real reason for the interaction between Chinese and Thai cultures.Therefore,how to deal with the problem of cultural discount in the cross-cultural communication of Thai film and television broadcast service advertisements is the key to the whole theoretical framework of this paper.At the same time,by studying the productive mode of cross-cultural communication of Thai film and television public service advertisements,this paper summarizes the successful elements of cross-cultural communication of Thai film and television public service advertisements.From the three aspects of content is the king,innovation is the key,the government should be the driving force for the development of film and television public service advertisements,and the promotion of cultural proximity of Chinese film and television public service advertisements,this paper summarizes the experience that can be used for reference in China' s film and television public service advertisements,hoping to contribute to the development of cross-cultural communication of Chinese film and television public service advertisements.