本文選題：廣告交際 + 雜志廣告��； 參考：《北京外國語大學(xué)》2008年碩士論文

【摘要】： 長期以來,廣告不僅僅是經(jīng)濟學(xué)的研究對象,在語言學(xué)、社會學(xué)和交際學(xué)等學(xué)科領(lǐng)域中,它同樣受到學(xué)者們的重視。廣告是信息傳播的一種特殊形式,同時也是一種文化現(xiàn)象。不同的文化背景是人們解釋不同行為的參考標準,也是人們理解來自不同文化的廣告內(nèi)涵的主要制約因素。隨著經(jīng)濟全球化的發(fā)展和企業(yè)對國際市場戰(zhàn)略需求的日益加大,從跨文化角度對廣告交際進行研究具有很強的現(xiàn)實意義。 企業(yè)在全球化背景下的生存和發(fā)展正經(jīng)歷著市場競爭加劇和跨文化差異的雙重考驗。在這種情況下對企業(yè)來說,僅僅生產(chǎn)并提供質(zhì)量過硬、技術(shù)領(lǐng)先的產(chǎn)品和服務(wù)是不夠的,在產(chǎn)品和服務(wù)嚴重同質(zhì)化的今天,加強廣告宣傳活動成為企業(yè)立于不敗之地的保障。 自中德建交以來,兩國的經(jīng)濟關(guān)系一直發(fā)展良好。特別是近些年來中國經(jīng)濟迅猛發(fā)展,中國已成為世界上最具影響力的經(jīng)濟實體之一。在這一背景下,德國政府以及德國企業(yè)也越來越重視德國與中國的經(jīng)濟關(guān)系。越來越多的德國企業(yè)走進中國市場,越來越多的德國品牌產(chǎn)品出現(xiàn)在中國消費者的生活中。中國市場已經(jīng)成為德國企業(yè)的一個重要舞臺。德國企業(yè)如何在中國進行跨文化廣告宣傳已經(jīng)成為一個熱門話題,本文就是圍繞這一話題展開的。 本文重點討論了以下幾個問題: 文化因素在跨文化廣告中起著什么作用? 在進行跨文化廣告宣傳時何種廣告策略更為可取,標準化策略還是本土化策略?除此之外是否還存在第三種策略? 德國企業(yè)在華進行跨文化廣告宣傳時應(yīng)注意哪些中國傳統(tǒng)文化的特點?中國社會變化對中國文化有何影響? 本文以德國在華的兩大著名品牌大眾和妮維雅為例,通過對其在華投放的雜志廣告進行分析來為德國企業(yè)在華廣告宣傳提出建議。 本文共分為五個章節(jié): 第一章為引言部分,主要是提出論文所要研究的問題,闡述研究現(xiàn)狀、論文的撰寫目的、論文中使用的研究方法以及部分概念的界定。影響廣告信息傳播的文化具有動態(tài)表征性,即一個國家或群體所擁有的文化不是一成不變的,會隨社會的變革發(fā)生相應(yīng)的變化�？缥幕瘡V告不僅要考慮到目標國的文化因素,還要考慮到社會變化中的文化變化,所以本文將把歷時的研究方法和共時研究方法結(jié)合起來。另外筆者還就妮維雅平面廣告的圖片層面上的接受問題進行了采訪并將采訪結(jié)果融入到論文當中,采訪對象為5名北京外國語大學(xué)德語系05級碩士研究生,。 第二章是全文的理論基礎(chǔ)。在這一章中筆者首先定義與論文相關(guān)的基本概念,即交際、文化、廣告以及跨文化廣告等。筆者視廣告為一個多維度的系統(tǒng),除了大家通常關(guān)注的語言層面,它還包括非語言層面(如圖片和顏色)、語言附屬層面(如標點的運用、字體大小等)以及語言外部層面(如廣告媒介的選取、廣告的投放時間)。這幾個層面相互依賴,相互聯(lián)系,共同構(gòu)成了廣告交際的系統(tǒng)并對廣告受眾產(chǎn)生整體影響。在整個廣告交際的過程中,廣告策劃者已經(jīng)不單單是一個信息的傳遞者,更為確切的說它是廣告交際活動的參與者,整個廣告交際過程是一個傳受雙方互動的過程。在異文化中進行廣告宣傳活動時,廣告策劃者只有重視文化價值的差異,才能更好地滿足受眾的需求,這樣才能真正和消費者進行溝通。 第三章分為兩個部分。第一部分主要概括總結(jié)了中國傳統(tǒng)文化的特點;而第二部分涉及的是中國社會變化引起的人們價值觀的變化以及這些價值觀變化對廣告設(shè)計的影響。 作為實例分析部分的第四章是全文的重點。筆者首先從三個方面列出用于實例分析的雜志廣告的選取依據(jù),即選取的品牌,選取的媒體(即投放廣告的雜志)以及選取的時間段。之后筆者從四個層面(即語言層面、非語言層面、語言附屬層面以及語言外部層面)對妮維雅和大眾汽車2006年下半年在特定雜志上投放的平面廣告進行分析,并將采訪的結(jié)果融入到分析當中。最后在本章結(jié)束部分筆者在實例分析的基礎(chǔ)之上,從交際的四個層面(即語言層面、非語言層面、語言附屬層面以及語言外部層面)對德國企業(yè)在華跨文化廣告宣傳活動提出一些建議。 最后一章結(jié)束語概括全文,就以上提出的問題逐一作出了總結(jié)性的回答�？缥幕瘡V告宣傳的關(guān)鍵問題已經(jīng)不再是單純選擇標準化或本土化策略,而是如何有效地將二者結(jié)合起來,即在全球化的思維下實行本土化的執(zhí)行策略。要想在異文化中成功地進行廣告宣傳,要對當?shù)氐奈幕猩羁痰牧私?同時還要考慮到社會變遷帶來的價值變化。這點不僅僅適用于在華的德國企業(yè),同樣也適用于已經(jīng)或即將跨出國門的中國企業(yè)。
[Abstract]:For a long time, advertising is not only the object of economics, but also in the fields of linguistics, sociology and communication. Advertising is also a special form of information dissemination. It is also a cultural phenomenon. Different cultural background is the reference standard for people to explain different behavior, and people understand it. With the development of economic globalization and the increasing demand of enterprises in the international market, it is of great practical significance to study advertising communication from a cross-cultural perspective.
In the context of globalization, the survival and development of enterprises are experiencing a double test of intensification of market competition and cross cultural differences. In this case, it is not enough for enterprises to produce and provide high-quality products and services with excellent quality, and to strengthen advertising campaigns to become enterprises in today's products and services. A guarantee that is in an invincible position.
Since the establishment of diplomatic relations between China and Germany, the economic relations between the two countries have been developing well. Especially in recent years, China has developed rapidly and China has become one of the most influential economic entities in the world. In this context, the German government and German enterprises have also paid more and more attention to the economic relations between Germany and China. More and more German enterprises have gone. In the Chinese market, more and more German brand products have appeared in the life of Chinese consumers. The Chinese market has become an important stage for German enterprises. It has become a hot topic for German enterprises to carry out cross-cultural advertising in China. This article is about this topic.
This paper focuses on the following problems:
What is the role of cultural factors in cross cultural advertising?
What kind of advertising strategy is preferable when conducting cross cultural advertising, standardization strategy or localization strategy? Besides, are there third strategies?
What are the characteristics of Chinese traditional culture when German enterprises are conducting cross cultural advertising in China? What are the impacts of Chinese social changes on Chinese culture?
Taking the two famous brands of Germany and NIVEA in China as an example, this paper puts forward some suggestions for the advertising of German enterprises in China through the analysis of the magazine ads launched in China.
This article is divided into five chapters.
The first chapter is the introduction part, which mainly puts forward the problems to be studied in the paper, the present situation of the research, the purpose of writing the paper, the research methods used in the paper and the definition of some concepts. The culture which affects the dissemination of advertising information has a dynamic characterization, that is, the culture owned by a country or group is not constant, and it will follow the society. The intercultural advertisement should not only take into account the cultural factors of the target country, but also take into account the cultural changes in the social change, so this article will combine the study method with the synchronic research method. In addition, I also interview the reception problems on the picture level of the NIVEA graphic advertisement and The interview results were included in the thesis. The subjects were 5 graduate students of 05 degree in German Department of Beijing Foreign Studies University.
The second chapter is the theoretical basis of the full text. In this chapter, the author first defines the basic concepts related to the thesis, namely, communication, culture, advertising and intercultural advertising. The use of punctuation, the size of the font, and the external level of the language (such as the selection of advertising media, the time for advertising). These layers are interdependent and interconnected, which constitute the system of advertising communication and have a whole influence on the advertising audience. In the whole process of advertising communication, the advertising planner is not only a single message. It is more precise to say that it is a participant in the advertising communication activities, and the whole process of advertising communication is a process of interaction between the two parties. In the process of advertising and advertising, only the advertising planners pay attention to the differences in cultural value to better meet the needs of the audience so that the consumer can be truly trench. Through.
The third chapter is divided into two parts. The first part mainly summarizes the characteristics of Chinese traditional culture; the second part deals with the changes in people's values caused by social changes in China and the influence of these values on advertising design.
The fourth chapter, as an example analysis part, is the key point of the full text. First, the author lists the selection basis of magazine advertisements for example analysis from three aspects, namely the selected brand, the selected media (that is, the magazine of advertising) and the selected time period. Then the author from four layers (language level, non language level, language dependency layer) The analysis of NIVEA and Volkswagen's flat advertising in a particular magazine in the second half of 2006 was analyzed and the results of the interview were integrated into the analysis. Finally, on the basis of the case analysis at the end of this chapter, the four levels of communication (language level, non language level, language attached) Level and external language level) give some suggestions to German enterprises in China's cross-cultural advertising activities.
The final chapter concludes the full text and makes a summary of the above questions. The key issue of the cross-cultural advertising is no longer a simple choice of standardization or localization strategy, but how to effectively combine the two, that is, the implementation of the localization strategy under the globalization of the dimension of globalization. The success of advertising is to have a profound understanding of the local culture and the value changes brought about by social changes. This is not only applicable to German enterprises in China, but also to Chinese enterprises that have already or are going to be across the country.
【學(xué)位授予單位】：北京外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8

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相關(guān)期刊論文 前1條

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