本文選題：廣告 + 跨文化�。� 參考：《山東工藝美術(shù)學(xué)院》2012年碩士論文

【摘要】：在經(jīng)濟(jì)、文化全球化的背景下，企業(yè)品牌的經(jīng)營早已跨越了國家疆界。廣告，，作為跨國營銷的重要手段之一，已經(jīng)成為品牌國際化的宣傳利器,承擔(dān)著推廣產(chǎn)品和企業(yè)品牌文化的重任。而在跨文化、跨國界的廣告?zhèn)鞑ブ�，國家和地區(qū)間的文化差異已經(jīng)成為廣告實(shí)踐中最為棘手和敏感的因素。本文以研究跨文化傳播為邏輯起點(diǎn)，以廣告跨文化傳播中的文化差異因素及廣告的跨文化傳播策略為主要研究目標(biāo)，通過對廣告跨文化傳播的前提、目標(biāo)和變量的深入分析，歸納出國際、國內(nèi)品牌廣告的跨文化傳播策略，并從中提取出適用于中國廣告的跨文化傳播法則。作者的目的在于從設(shè)計(jì)藝術(shù)學(xué)的角度對廣告跨文化傳播進(jìn)行較為全面的研究，以期為未來的研究者留下一份比較完整的文獻(xiàn)資料，并在某些問題的探討中力求歸納出個(gè)人觀點(diǎn)。 全文共分為3章（另有緒論與結(jié)語不計(jì)章節(jié)），敘議結(jié)合，夾敘夾議。 第一章題為“文化適應(yīng)與廣告的跨文化傳播”，本章分為兩個(gè)部分。第一部分主要介紹文化、廣告、傳播的概念及其相互關(guān)系；第二部分，詳細(xì)闡述了廣告跨文化傳播的理論依據(jù)，包括文化適應(yīng)理論、跨文化傳播理論。 第二章題為“文化差異下的廣告?zhèn)鞑ァ�，本章將影響廣告跨文化傳播的文化差異因素進(jìn)行分類，從縱向差異元素和橫向差異元素兩個(gè)方面進(jìn)行論證。縱向差異元素主要包括高中低消費(fèi)群體差異元素、男性與女性消費(fèi)群體差異元素、青少年與中老年消費(fèi)群體差異元素。橫向差異元素主要包括語言符號差異、宗教信仰差異、民族文化差異、價(jià)值觀與思維方式差異、行政及法律限制差異五個(gè)方面的內(nèi)容。 第三章題為“廣告的跨文化傳播策略及對中國的啟示”，本章首先對廣告跨文化傳播的優(yōu)秀策略進(jìn)行了整理歸納，其次對現(xiàn)代中國廣告市場的現(xiàn)狀和存在的問題進(jìn)行了分析與概括，最后通過對優(yōu)秀廣告跨文化傳播策略的理解，針對中國的廣告市場因地制宜的提出了可用的廣告?zhèn)鞑グl(fā)展策略。 本文的主要觀點(diǎn)有：一、樹立正確的跨文化傳播理念，理解廣告的跨文化傳播是廣告發(fā)展的必然趨勢。二、廣告的跨文化傳播必然要面對復(fù)雜的國際環(huán)境，而其中的文化差異是廣告跨文化傳播中的最大壁壘，對于文化差異的歸納與分析是廣告跨文化傳播的重要方面。三、中國現(xiàn)階段廣告的跨文化發(fā)展不甚理想，品牌的國際化程度與品牌持久度較弱。增強(qiáng)文化自覺性，從民族文化中汲取營養(yǎng)，表現(xiàn)形式國際化，推廣手段地區(qū)化等優(yōu)秀的跨文化廣告?zhèn)鞑ゲ呗允墙鉀Q以上問題，推動(dòng)中國品牌、中國廣告發(fā)展的重要手段。
[Abstract]:Under the background of economic and cultural globalization, the management of enterprise brand has already crossed the national boundary. Advertising, as one of the important means of transnational marketing, has become the propaganda weapon of brand internationalization, and it bears the heavy responsibility of promoting product and enterprise brand culture. In the cross-cultural and cross-border advertising communication, the cultural differences between countries and regions have become the most difficult and sensitive factors in advertising practice. This paper takes the research of cross-cultural communication as the logical starting point, takes the cultural differences in the cross-cultural communication of advertising as the main research goal, and analyzes the premise, objectives and variables of the cross-cultural communication of advertising through the in-depth analysis of the premise, objectives and variables of the cross-cultural communication of advertising. The cross-cultural communication strategies of international and domestic brand advertising are summarized and the cross-cultural communication rules applicable to Chinese advertisements are extracted. The purpose of the author is to make a more comprehensive study on the cross-cultural communication of advertising from the angle of design art, in order to leave a relatively complete document for future researchers, and try to sum up personal views in the discussion of some problems. The full text is divided into three chapters. Chapter one is entitled "Cultural adaptation and Intercultural Communication of Advertising", which is divided into two parts. The first part mainly introduces the concept of culture, advertising, communication and their relationship; the second part, elaborated the theoretical basis of cross-cultural communication of advertising, including the theory of cultural adaptation, cross-cultural communication theory. The second chapter is entitled "Advertising Communication under Cultural differences". This chapter classifies the factors of cultural differences that affect the cross-cultural communication of advertisements, and demonstrates them from two aspects: vertical difference elements and horizontal differences elements. The longitudinal difference elements mainly include the difference elements of low consumption groups in high school, the difference elements between male and female consumer groups, and the difference elements between teenagers and middle and old people. The elements of horizontal difference mainly include the differences of language symbols, religious beliefs, national cultures, values and ways of thinking, and administrative and legal restrictions. The third chapter is entitled "advertisement's cross-cultural communication strategy and its enlightenment to China". This chapter first summarizes the excellent strategy of advertising cross-cultural communication. Secondly, it analyzes and generalizes the present situation and existing problems of the modern Chinese advertising market, and finally, through the understanding of the excellent advertising cross-cultural communication strategy, In view of China's advertising market according to local conditions put forward the available advertising communication development strategy. The main points of this paper are as follows: first, it is the inevitable trend of advertising development to establish a correct concept of cross-cultural communication and understand the cross-cultural communication of advertising. Secondly, the cross-cultural communication of advertisement must face the complicated international environment, and the cultural difference is the biggest barrier in the cross-cultural communication of advertisement, and the induction and analysis of the cultural difference is the important aspect of the cross-cultural communication of advertisement. Thirdly, the cross-cultural development of advertising in China is not ideal at present, and the internationalization degree and brand persistence degree of brand are weak. Enhancing cultural consciousness, absorbing nutrition from national culture, internationalizing the form of expression, and popularizing the excellent cross-cultural advertising communication strategies are the important means to solve the above problems, to promote the development of Chinese brands and advertisements in China.
【學(xué)位授予單位】：山東工藝美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 葉敏;王華瑩;;跨國營銷中文化差異及其應(yīng)對策略[J];商場現(xiàn)代化;2006年01期

2 韋福祥;品牌國際化經(jīng)營中國際化與本土化矛盾之平衡[J];天津商學(xué)院學(xué)報(bào);2000年02期

3 程偉禮;;胡適與杜威哲學(xué)的跨文化傳播[J];探索與爭鳴;1992年06期

4 孟建;“文化帝國主義”的傳播擴(kuò)張與中國影視文化的反彈──加入WTO,中國影視藝術(shù)的文化傳播學(xué)思考[J];現(xiàn)代傳播-北京廣播學(xué)院學(xué)報(bào);2001年01期

5 郭潔敏;試論國際關(guān)系中的文化沖突[J];現(xiàn)代國際關(guān)系;2003年09期

6 童兵;試析跨文化傳播中的認(rèn)識誤區(qū)[J];新聞大學(xué);2004年03期

相關(guān)碩士學(xué)位論文 前1條

1 任拯廷;跨文化廣告?zhèn)鞑ブ械膯栴}與對策研究[D];陜西師范大學(xué);2007年

本文編號：1888691