The Construction of Chinese Traditional Cultural Symbols in the Context of Cross-Cultural Communication

Abstract

Chinese cultural symbols have garnered widespread attention. However, there remains a deficiency in the phenomenon where the simple appropriation of Spring Festival symbols by the Western business sector leads to the loss of cultural connotations. This article analyzes 20 Spring Festival marketing cases of international brands in Western markets, exploring the commercial presentation methods of Spring Festival cultural symbols and their dissemination effects. Study the construction of traditional Chinese cultural symbols in the context of cross-cultural communication. Some research has analyzed that most brands only stay at the visual presentation level of symbols, while successful cases have achieved an organic integration of tradition and modernity through cultural translation. At the same time, Western audiences have obvious limitations in understanding the cultural connotations of the Spring Festival. Based on this, this article proposes the following suggestions: establish a standard system for the interpretation of cultural symbols, construct a collaborative communication mechanism among multiple subjects, develop digital communication tools, implement differentiated communication strategies, and cultivate talents in related fields to enhance the international communication effect of Chinese traditional cultural symbols.