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论文主要采用霸权理论分析论证了国际广告业务中“话语霸权”的真实含义,以及全球化背景下国际广告本土化策略对争夺话语权势的重要价值,并探讨了中国广告参与话语权势争夺的必要性和手段。
The dissertation mainly analyzes the true meaning of “discourse hegemony ” in the international advertising business and the important value of international advertising localization strategy in the fight against discourse power under the background of globalization in the analysis of hegemony theory. Necessity and means.