伴随全球经济一体化,越来越多的跨国企业需要面对跨文化沟通的挑战。一则广告需要跨越语言、文化、信仰等等诸多沟通障碍,去打动不同地域市场的消费者。幽默的视觉表达可以轻松地卸下人们在不同地域文化背景下形成的沟通交往盔甲,在人们莞尔一笑的瞬间完成品牌和消费者之间的信息传递。由此,巧妙、极具幽默感的视觉表达几乎可以称为一种全球通用的语言,是进行跨地域沟通的有效广告表达形式。作为全球汽车企业巨头的日本本田(HONDA)公司也同样面临着面向全球不同地域市场进行有效沟通 With the global economic integration, more and more multinational corporations need to face the challenge of cross-cultural communication. An advertisement needs to cross the language, culture, beliefs and many other communication barriers to impress consumers in different geographical markets. Humorous visual expression can easily remove the communication and intercourse armor formed by people in different geographical and cultural contexts, and accomplish the transmission of information between the brand and consumers when they smile at a happy moment. As a result, clever, highly-humorous visual expression can be called almost a universal language, is an effective way to communicate across the region advertising. HONDA, a global automotive giant, also faces the challenge of communicating effectively to markets in different regions of the world