本文選題：麥當(dāng)勞　切入點：廣告　出處：《西南大學(xué)》2017年碩士論文

【摘要】：伴隨著經(jīng)濟全球化的深入,跨國公司迅速擴張,一方面全力推進生產(chǎn)全球化、銷售全球化,另一方面也以產(chǎn)品為載體向世界各地輸出價值觀念,潛移默化地改變著人們的生活觀念和消費觀念。麥當(dāng)勞作為美國的跨國公司,其本身就承載著美國的文化內(nèi)涵,甚至可以說是美國在全球化背景下向世界推行其價值觀念和意識形態(tài)的工具,常被人稱為“金拱門政治”。面對文化差異巨大的世界各地消費者,麥當(dāng)勞運用本土化策略,融合本土文化,已經(jīng)成為世界快餐行業(yè)的領(lǐng)先品牌,也把其所承載的美國價值觀傳播到世界各地。本文以麥當(dāng)勞在華廣告為研究對象,分析全球化背景下麥當(dāng)勞在中國的本土化廣告策略,并從文化視角對麥當(dāng)勞的廣告本土化策略進行審視,研究其背后的商業(yè)考慮和文化途徑,以期為我國跨國企業(yè)更好地進行全球化廣告營銷提供經(jīng)驗和借鑒。研究認(rèn)為,麥當(dāng)勞在華廣告的本土化有著其深刻的商業(yè)考慮和文化邏輯。商業(yè)層面上,麥當(dāng)勞牢牢把握全球化這個趨勢,并積極地融入其中,以此為契機向世界各地擴張。在這個過程中,廣告及其本土化發(fā)揮著重要作用。麥當(dāng)勞通過廣告及其本土化在充分刺激消費者欲望空間的同時,還努力建構(gòu)一種高端、時尚的生活方式。麥當(dāng)勞在全球擴張的過程中十分注重廣告的本土化,充分考慮輸出地的文化環(huán)境,迎合當(dāng)?shù)叵M者價值和心理需求。因此,廣告所倡導(dǎo)的消費觀念為其生產(chǎn)了大量的忠實消費人群,廣告的本土化幫助其有效削弱全球發(fā)展的阻力,實現(xiàn)其構(gòu)建強大餐飲帝國的野心。文化層面上,麥當(dāng)勞在華廣告對文化手段的運用可謂輕車熟路,其通過消費主體定位、文化利用、文化引導(dǎo)、文化參與以及文化再生產(chǎn)等文化手段對中國消費者進行全方位、系統(tǒng)性的洞察,使其在華廣告的本土化達到了登峰造極的地步。本研究主要分以下幾個章節(jié):緒論(對研究緣起、研究意義、研究方法、文獻綜述等進行闡述。)第一章全球快餐“帝國”的形成:全球化浪潮中的麥當(dāng)勞(對麥當(dāng)勞商業(yè)帝國的形成進行概述,闡述其對世界政治、經(jīng)濟、文化方面的影響。)第二章本土化之形:麥當(dāng)勞在華廣告創(chuàng)意的本土化(從廣告創(chuàng)意表現(xiàn)方面入手,對麥當(dāng)勞在華的本土化廣告策略進行直觀的分析。)第三章本土化之核:麥當(dāng)勞在華廣告本土化的文化策略(在對麥當(dāng)勞在華廣告進行研究的基礎(chǔ)上,提升到文化層面對其本土化進行探討。)第四章文化霸權(quán):“金拱門”的政治意識形態(tài)(指出麥當(dāng)勞廣告的政治意識形態(tài)性質(zhì)。)結(jié)語麥當(dāng)勞對我國跨國公司廣告營銷的啟示我們應(yīng)該看到,麥當(dāng)勞在華廣告的文化霸權(quán)性質(zhì)。麥當(dāng)勞作為美國快餐文化的代表,其更是擔(dān)負(fù)著美國資本主義意識形態(tài)擴張的使命,而廣告作為麥當(dāng)勞成功打入本土市場的重要手段,在宣揚資本主義意識形態(tài)的過程中扮演著重要的角色,麥當(dāng)勞在中國的公關(guān)宣傳及電視廣告中始終都含有一種美國文化價值觀的隱喻。麥當(dāng)勞廣告通過對本土價值的碎片化滲透、對邊緣價值的妥協(xié)性讓渡以及對現(xiàn)實社會的虛擬性建構(gòu)等手段,一方面使得其代表的美國文化價值觀穩(wěn)定不變,另一方面淺層次、碎片化融入本地文化環(huán)境以減小發(fā)展阻力。一方面,我們必須對其廣告本土化的邏輯和文化內(nèi)涵做充分認(rèn)識,以便更好地促進世界文化的相融共生和和諧發(fā)展;另一方面,麥當(dāng)勞在華廣告對本土化策略的應(yīng)用是相當(dāng)成功的,這對我國跨國公司走向海外市場有很大的啟迪和借鑒意義。
[Abstract]:Along with the deepening of economic globalization, multinational corporations to expand rapidly, one hand to promote the globalization of production and sales of globalization, on the other hand also to products for the carrier to the output values around the world, imperceptibly changing people's life concept and consumption concept. McDonald as American multinational corporations, which itself carries the U.S. the cultural connotation, and even can be said to be the United States under the background of globalization to the world to promote its values and ideology, is often called the "golden arches politics". In the face of great cultural differences between consumers around the world, McDonald's use of localization strategy, integration of local culture, has become a leading brand in the world of the fast food industry, also the the American values spread all over the world. In this paper, McDonald's advertising in China as the research object, analysis under the background of globalization, McDonald's in China The localization of advertising strategy, and from the perspective of McDonald's advertisement localization strategy in the perspective of culture, cultural and commercial considerations behind the way to study, in order to multinational enterprises in China to global advertising and marketing to provide experience and reference. Research shows that the localization of McDonald's advertising in China has its profound cultural and commercial considerations logic at a commercial level, firmly grasp the trend of globalization, McDonald's, and actively integrate into one, as an opportunity to expand around the world. In this process, the advertisement and its localization plays an important role. Through the McDonald's advertising and its localization in fully stimulate consumer desire space at the same time, but also to build a high-end, fashion life way. McDonald's paid great attention to advertising localization in the global expansion, considering the output of cultural environment, to meet local consumer Consumer value and psychological needs. Therefore, advertisement advocate the concept of consumption and production a large number of loyal consumers for its advertising to help its localization effectively weaken the global development of resistance, realize the construction of a powerful empire. Catering culture, McDonald's advertising on culture means is at home in China, the the main consumer orientation, cultural use, cultural guidance, cultural participation, cultural reproduction culture means the full range of Chinese consumers, systematic insight into the localization of advertising in China reached thepinnacle situation. This paper is mainly divided into the following chapters: Introduction (on the origin of the study, research significance, research methods the literature review in this paper. The first chapter) the formation of global fast-food "empire": in the tide of globalization of business empire (McDonald's McDonald's form are summarized, elaborated The politics of the world economy, and cultural influences.) the second chapter localization of shape: McDonald's in China (the localization of advertising creative advertising creative performance from the aspects of visual analysis of McDonald's in China. The advertisement localization strategy) the third chapter: the localization of nuclear localization of McDonald's advertising culture strategy in China (in on the basis of McDonald's advertising in China is studied and promoted to the cultural aspects of the localization are discussed. The fourth chapter): cultural hegemony "golden arches" political ideology (pointed out that the political ideology nature. The Enlightenment of the McDonald's McDonald's advertising) on China's multinational advertising marketing we should see that the nature of the cultural hegemony of McDonald's advertising in China as a representative of the United States. McDonald's fast food culture, which is responsible for the expansion of capitalist ideology mission, and advertising as a McDonald's An important means of power into the local market, plays an important role in the process of promoting the capitalist ideology, McDonald's in Chinese publicity and television advertising always contains a metaphor of American cultural values. Based on the local value of McDonald's advertising fragmentation penetration, compromise and value delivered on the edge of reality the construction of virtual society and other means, the one hand made on behalf of the American cultural values is stable, on the other hand, shallow, fragmented into the local cultural environment in order to reduce the development of resistance. On the one hand, we must fully understand the advertisement localization logic and cultural connotation, so as to promote the integration of the world culture the symbiotic and harmonious development; on the other hand, the application of McDonald's advertising in China on the localization strategy is very successful, the Chinese multinational companies to go overseas The market has great enlightenment and reference.

【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.3;F713.8

【參考文獻】

相關(guān)期刊論文 前10條

1 魏然;;互聯(lián)網(wǎng)語境下的國際廣告前沿理論綜述:解析網(wǎng)絡(luò)媒體對國際廣告全球化和本土化的雙重影響[J];新聞大學(xué);2016年02期

2 李翠敏;;新媒體環(huán)境下傳統(tǒng)快餐品牌的廣告?zhèn)鞑ニ伎肌喳湲?dāng)勞為例[J];新聞傳播;2015年23期

3 邵穎萍;;全球化與場域精神:麥當(dāng)勞在東亞城市的“文化定制”邏輯[J];社會;2013年03期

4 馬金玲;;全球化的消費主義和本土化的營銷策略——基于肯德基和麥當(dāng)勞的廣告話語分析[J];北華大學(xué)學(xué)報(社會科學(xué)版);2012年02期

5 梁英;;西方廣告中國本土化發(fā)展困境及啟示[J];人民論壇;2012年05期

6 楊昆麗;;試論民國時期在華外商產(chǎn)品廣告的本土化策略[J];經(jīng)濟研究導(dǎo)刊;2011年06期

7 侯靜華;崔澍;;論東西方廣告跨文化傳播中的“本土化”策略[J];作家;2010年18期

8 田麗;;國際廣告的本土化策略研究[J];現(xiàn)代經(jīng)濟信息;2010年01期

9 臧麗娜;;論跨文化背景下國際廣告的本土化傳播——以國際廣告在中國市場傳播為研究對象[J];當(dāng)代傳播;2009年06期

10 余艷;;淺析劉翔版可口可樂廣告的本土化策略[J];現(xiàn)代商業(yè);2009年27期

相關(guān)碩士學(xué)位論文 前10條

1 何貝;近十年跨國廣告公司的本土化研究[D];黑龍江大學(xué);2014年

2 陳靖蓉;麥當(dāng)勞（中國）營銷策略研究[D];清華大學(xué);2013年

3 范禎櫻;廣告跨文化傳播中的本土化策略研究[D];山西大學(xué);2012年

4 陳繪;跨文化廣告?zhèn)鞑ゲ呗匝芯縖D];鄭州大學(xué);2010年

5 王佳;中國廣告本土化研究的歷時性考察[D];西北大學(xué);2008年

6 林丹丹;“麥當(dāng)勞化”的傳播學(xué)解析[D];南京師范大學(xué);2008年

7 陳書杰;跨國公司國際廣告?zhèn)鞑サ摹叭蚧伎?本土化執(zhí)行”策略研究[D];重慶大學(xué);2008年

8 李燕;麥當(dāng)勞和肯德基在中國的發(fā)展戰(zhàn)略比較研究[D];東北財經(jīng)大學(xué);2007年

9 肖文;淺析中國麥當(dāng)勞的勞資關(guān)系策略[D];廈門大學(xué);2007年

10 高貝;處方藥的DTC廣告本土化研究[D];上海交通大學(xué);2007年

，

本文編號：1676644