Contents
Chinese Abstract
2
E
nglish Abstract
3
1. Introduction
4
2.
An Overview of
the Cases of “Insulting Chinese Advertisement”
5
3.
T
he Causes of the Cases of “Insulting Chinese Advertisement”
12
3.1 The Definition of Intercultural Advertising Communication
12
3.2
T
he Causes of the Cases of “Insulting Chinese Advertisement”
13
4. Cross-Cultural Advertising Communication Strategies
18
4.1 Respecting Exotic Culture
18
4.2 Exploring Cultural Commonalities
19
4.3 Avoiding Ethnocentrism
19
从“辱华广告”事件浅析跨文化广告传播-8003字.docx