The Analysis Of Intercultural Communication In Advertising Calendar Cards

Culture not only determine the advertisement's continued existence, but also create the advertising world glory. As an important part of social cultural, advertising culture is a socio-cultural system. Calendar card, which is China's intangible cultural heritage treasures, set a precedent for China's modern advertising. As two types of cultural symbols—educational stories and fashionable constitute complement and benefit each other with a mass cultural phenomenon. Taking advertising calendar cards as the research object which had been popular nearly half a century in China, and Taking cross-cultural propagation phenomenon of advertising calendar cards as research perspective, this paper describes appearing backgrounds of calendar cards; introduces the content, form and characteristics; and emphatically analyzes "localization" communication strategies and cultural identity of calendar cards which is the product in the conflict between Chinese and Western cultures. Through the above study, it pointed out the important influence of the calendar cards on modern society of China and useful enlightenment for Cross-cultural communication in today.