跨文化偶像品牌廣告中的意義構(gòu)建
發(fā)布時(shí)間：2018-12-10 09:07
【摘要】：21世紀(jì)是變革的世紀(jì)。信息技術(shù)的突飛猛進(jìn)和思維方式的深度革新正深刻地改變著全球的經(jīng)濟(jì)面貌。而另一方面，全球經(jīng)濟(jì)發(fā)展的不平衡性，尤其是最近的一次全球性金融危機(jī)對(duì)西方各個(gè)重要經(jīng)濟(jì)體的重創(chuàng)也已悄悄地醞釀起經(jīng)濟(jì)格局的重要變革。在圍繞世界經(jīng)濟(jì)重心轉(zhuǎn)移的諸多討論中，中國(guó)的不俗成就理所當(dāng)然地成了重要談資。改革開(kāi)放以來(lái)年均10%的GDP增長(zhǎng)，金融危機(jī)中依然保持的8%的水平，中國(guó)，已經(jīng)成了中外眾多經(jīng)濟(jì)學(xué)家和學(xué)者眼中經(jīng)濟(jì)發(fā)展的奇跡。但不可否認(rèn)的是，高速的經(jīng)濟(jì)發(fā)展的背后也隱藏著諸多問(wèn)題。其中尤為突出的是中國(guó)經(jīng)濟(jì)模式的轉(zhuǎn)變的遲滯。作為世界第二大經(jīng)濟(jì)體，中國(guó)制造業(yè)的大多產(chǎn)業(yè)仍然處于價(jià)值鏈的末端。中國(guó)經(jīng)濟(jì)大國(guó)的地位在很大程度上建立在中國(guó)由來(lái)已久的成本優(yōu)勢(shì)之上，這一現(xiàn)狀使中國(guó)在國(guó)際競(jìng)爭(zhēng)中實(shí)難保持持久而穩(wěn)定的經(jīng)濟(jì)地位。在向經(jīng)濟(jì)強(qiáng)國(guó)的轉(zhuǎn)變過(guò)程中，建立起中國(guó)國(guó)際品牌優(yōu)勢(shì)的必要性日益突出。 廣告是品牌建立的前沿陣地。著名品牌尤其是偶像品牌的建立需要的不只是傳統(tǒng)方式上的圍繞產(chǎn)品性能的狂轟濫炸似的大肆宣傳，而更多的是文化價(jià)值觀層次上的深層溝通（霍爾特，2010）。這也就為跨文化廣告中如何建立品牌自身與目標(biāo)文化之間的深層次關(guān)系提出了挑戰(zhàn)。為了能夠在品牌跨文化傳播的研究中著重突出深層溝通這一因子，本文借助“文化式品牌塑造”（霍爾特，2010）的理論，通過(guò)運(yùn)用兩種構(gòu)成主義的理論（霍爾，2005）：符號(hào)學(xué)和話語(yǔ)分析對(duì)國(guó)際知名品牌Nike在中國(guó)的品牌廣告的解構(gòu)，解析其在中國(guó)建立自身品牌意義，并將其與中國(guó)文化完美結(jié)合的策略，引以為鑒。 本文論述主要圍繞以下問(wèn)題展開(kāi)：（1）通過(guò)Nike在中國(guó)品牌構(gòu)建的過(guò)程考察“文化式品牌塑造”在跨文化環(huán)境下的適用性。（2）Nike是如何在中國(guó)文化背景下構(gòu)建起自己的品牌意義和偶像地位的？（3）中國(guó)企業(yè)可以從Nike中國(guó)跨文化之路中學(xué)到什么經(jīng)驗(yàn)和教訓(xùn)？ 通過(guò)對(duì)Nike經(jīng)典廣告的符號(hào)學(xué)和話語(yǔ)分析，本文論證了“文化式品牌塑造”在跨文化語(yǔ)境中的適用性，也細(xì)致地分析了Nike的跨文化廣告?zhèn)鞑ヒ饬x建立的有效性，為未來(lái)該方面的研究和中國(guó)品牌跨文化傳播的實(shí)踐構(gòu)建了理論框架。
[Abstract]:The 21st century is a century of change. The rapid development of information technology and the deep innovation of the way of thinking are profoundly changing the global economy. On the other hand, the uneven development of the global economy, especially the recent global financial crisis, which has caused a heavy blow to the major western economies, has quietly produced important changes in the economic structure. In many discussions about the shift of world economic gravity, China's remarkable achievements have rightly become important talk. Since the reform and opening up, the average annual GDP growth rate is 10%, and the financial crisis is still maintained at 8% level. China has become a miracle of economic development in the eyes of many economists and scholars at home and abroad. But it is undeniable that there are many problems behind the rapid economic development. One of the most prominent is the lag in the transformation of China's economic model. As the world's second largest economy, most of China's manufacturing industries are still at the end of the value chain. The status of China's economic power is largely based on China's long-standing cost advantage, which makes it difficult for China to maintain a sustained and stable economic position in international competition. In the process of transformation to economic power, the necessity of establishing China's international brand advantage is becoming more and more prominent. Advertising is the front line of brand building. The establishment of famous brand, especially idolatry brand, requires not only the traditional propaganda about product performance, but also the deep communication at the level of cultural values (Holt, 2010). This also challenges how to establish a deep relationship between brand itself and target culture in cross-cultural advertising. In order to highlight the factor of deep communication in the research of brand cross-cultural communication, this paper uses the theory of "cultural brand shaping" (Holt, 2010), through the use of two kinds of constructivism theory (Hall). 2005): semiotics and discourse analysis deconstruct the brand advertising of international famous brand Nike in China, analyze the significance of establishing its own brand in China, and draw lessons from the strategy of perfect combination with Chinese culture. This paper mainly focuses on the following issues: (1) through the process of Nike brand building in China, the applicability of "cultural brand building" in cross-cultural environment is investigated. (2) how is Nike constructed in the context of Chinese culture? (3) what experiences and lessons can Chinese enterprises learn from Nike's cross-cultural road in China? Through the semiotics and discourse analysis of Nike classic advertising, this paper demonstrates the applicability of "cultural brand building" in cross-cultural context, and analyzes in detail the validity of establishing the significance of Nike's cross-cultural advertising communication. It provides a theoretical framework for the future research and the practice of cross-cultural communication of Chinese brands.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H030
本文編號(hào)：2370328
[Abstract]:The 21st century is a century of change. The rapid development of information technology and the deep innovation of the way of thinking are profoundly changing the global economy. On the other hand, the uneven development of the global economy, especially the recent global financial crisis, which has caused a heavy blow to the major western economies, has quietly produced important changes in the economic structure. In many discussions about the shift of world economic gravity, China's remarkable achievements have rightly become important talk. Since the reform and opening up, the average annual GDP growth rate is 10%, and the financial crisis is still maintained at 8% level. China has become a miracle of economic development in the eyes of many economists and scholars at home and abroad. But it is undeniable that there are many problems behind the rapid economic development. One of the most prominent is the lag in the transformation of China's economic model. As the world's second largest economy, most of China's manufacturing industries are still at the end of the value chain. The status of China's economic power is largely based on China's long-standing cost advantage, which makes it difficult for China to maintain a sustained and stable economic position in international competition. In the process of transformation to economic power, the necessity of establishing China's international brand advantage is becoming more and more prominent. Advertising is the front line of brand building. The establishment of famous brand, especially idolatry brand, requires not only the traditional propaganda about product performance, but also the deep communication at the level of cultural values (Holt, 2010). This also challenges how to establish a deep relationship between brand itself and target culture in cross-cultural advertising. In order to highlight the factor of deep communication in the research of brand cross-cultural communication, this paper uses the theory of "cultural brand shaping" (Holt, 2010), through the use of two kinds of constructivism theory (Hall). 2005): semiotics and discourse analysis deconstruct the brand advertising of international famous brand Nike in China, analyze the significance of establishing its own brand in China, and draw lessons from the strategy of perfect combination with Chinese culture. This paper mainly focuses on the following issues: (1) through the process of Nike brand building in China, the applicability of "cultural brand building" in cross-cultural environment is investigated. (2) how is Nike constructed in the context of Chinese culture? (3) what experiences and lessons can Chinese enterprises learn from Nike's cross-cultural road in China? Through the semiotics and discourse analysis of Nike classic advertising, this paper demonstrates the applicability of "cultural brand building" in cross-cultural context, and analyzes in detail the validity of establishing the significance of Nike's cross-cultural advertising communication. It provides a theoretical framework for the future research and the practice of cross-cultural communication of Chinese brands.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H030
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 茍志效;論符號(hào)學(xué)方法在廣告語(yǔ)言創(chuàng)意設(shè)計(jì)中的運(yùn)用[J];東方論壇.青島大學(xué)學(xué)報(bào);1994年03期
，本文編號(hào)：2370328
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