Exclusion And Acknowledgement: Seek Common Ground And Reserve Differences In Intercultural Advertising Communication

The globalization has been expanded from the economic field to the cultural field, which is not only a fact, but also a historical trend. The effect of economic globalization has been generally accepted, however, the cultural globalization is different from that. As the main approach of cultural globalization, the intercultural advertising communication has aroused great disputes, due to its language environment of colonialism and post-colonialism. Many domestic and foreign scholars deem that under the globalized language situation, the intercultural communication in fact is the U.S.'s sole cultural communication, and the strong status of U.S.'s culture had already affected other nations'cultural security. In that case, is the intercultural advertising communication the duplication and "simulacrum" of American words, and will it be threatened by the cultural security? For this reason, through analysis on the characteristics of advertising culture, this paper holds the view that as the carriers of information, the intercultural advertising communication, to a great extent, is for maximizing the economic interests, but not penetrating the ideology into the cultural sense deep-rooted in the nation. Although the U.S.'s strong cultural penetration has certain influence, it will not pose direct threat on oriental culture with profound cultural background or other countries' cultural security.However, with the rapid global economization, the transnational advertisements have gradually increased. Inevitably, it will result in the conflict and contradiction in intercultural advertising communication. The major reasons lie in the followings:the binary opposition of cultural values; the interference on advertising by regional differences of customs and religions; the restrictions on advertising by differences of laws and regulations difference; the influence on misunderstanding of advertising by differences of languages. When making a comprehensive survey on intercultural advertising communication events, most are caused by the above objective reasons. None of the transnational companies or advertising companies did that "deliberately". On the contrary, the natural economic attribute and the progress of times make the intercultural advertising communication bear solid and harmonious acknowledgement basis:The time feature of sharing world culture calls for the harmonious acknowledgement of advertising culture; the goal of pursuing economical, political and cultural benefits requires the harmonious acknowledgement of advertising culture; the innovation and application of media technology promotes the harmonious acknowledgement of advertising culture; the consumerism and the fashionable culture stimulates the harmonious acknowledgement of advertising culture.The two sides of intercultural advertising communication will be greatly affected by the cultures with remarkable differences. Therefore, it absolutely requires effective communication strategies. All the successful advertisements by the mature transnational brands adopt the globalized strategy and the localized execution, so as to meet the local demand. The purpose for that is initiatively seeking cultural compatibility:to seek common ground and reserve differences in different cultural values; to reduce the targeted persons'misunderstanding by languages; to respect targeted persons'custom and habit; to be familiar with the targeted country's advertisement related laws and regulations. On the. basis of respecting differences, the intercultural advertising communication should eliminate the existing cultural conflicts and explore new approaches for advertising communication. Firstly, we should explore the codes of advertizing information from the view of syntactic; secondly, we should conduct study on the references of advertising symbols from the view of semantics; thirdly, we should interpret the acknowledgement of advertising culture from the view of pragmatics.