A Study On Cross-cultural Communication From The Text Of Luxuries

As the development of globalization, the exchanging of commodities becomes more frequently, among which luxuries come to be very particular because of the extraordinary symbolic value-added. Meanwhile, it carries more cultural significance since it always stands for a nation's kind of spirit or culture. It's advertisement builds lots of consuming idols and a gorgeous dreaming life style, while it puts on the society a distinction and let the kind of stratification be fixed and legalized. The advertisement of luxuries becomes not only a text representing the cultural shock, but also a classic researching text for cross-cultural communication.Because of the unique characteristics of the need and manufacture, luxuries are more preferred to carry on the standardization in the advertising strategy. It takes a great number of symbols coming from the source language to show the different lifestyle and ideology. The individual consumer enters into the discourse space of the source language. When he feels himself resonant with the ideology, the cross-cultural communication successes as a sender-controlling communication course. The paper gives an analyze on choosing symbols and building discourse spaces of the luxuries' advertisements.Considering the great differences on the culture, religion and history between the east and the west, the luxuries' advertisement also carries on the localization strategy as markets vary. "Think globe, Act local" is most widely adopted nowadays. The...