How to Improve the International Communication of Sanxingdui Culture: A Contrastive Analysis of the Two Videos on You Tube – With the Inspiration froman Intercultural Anti-Tobacco Advertisement

Abstract

Anti-tobacco has been an international consensus for a very long time, and even all the countries in the world attempt to produce the thrilling advertisements to warn the smokers to quit smoking, but the stereotype is reducing its deterrent power now. So, a relaxing, intercultural anti-tobacco commercial appears to be effective, which inspires the author to think about the cross-cultural communication of a certain item. With Sanxingdui, the hottest cultural event in China,being a case, the article attempts to explore how to improve the international communication of acertain culture item. Methods: With data collection and comparison to demonstrate the actual effectiveness of Sanxingdui culture, the article proceeds from the “extension of man” theory in intercultural identityto propose several suggestions on how to promote its international communication from the perspective of “extension of culture” adapted from “extension of man”. Results: In the English-speaking world, Sanxingdui is faced with the insufficient quantity and poor quality of the propaganda products. Conclusions:Sanxingdui culture should take the intercultural perspective to redesign its overseas propaganda for the intercultural identity, as inspired from the intercultural anti-smoking advertisement.