文化視角中的中美廣告差異研究
發(fā)布時間：2018-12-30 10:17
【摘要】：作為一種傳播形態(tài),廣告深深根植于其所屬文化的土壤中,并始終受其文化影響。本文著眼中國廣告行業(yè)存在的諸如虛假廣告泛濫、廣告定位不準、行業(yè)缺乏監(jiān)管、表現(xiàn)觀念落伍等問題,試圖通過對比分析中美廣告的差異,探究造成兩者之間差異的深層原因,進而嘗試提出解決中國廣告存在途徑。此外,本文還以跨文化的視角分析了解決途徑的科學(xué)性與可行性。 資料顯示,為了認識、解決中國廣告行業(yè)存在的問題,眾多學(xué)者已經(jīng)以中西方文化基礎(chǔ)為切入點,分析研究并提出相關(guān)解決方法。本文在吸取了前人以剖析文化為手段的研究理念基礎(chǔ)上,通過對比分析中美廣告差異的表象及形成機理,剖析出差異產(chǎn)生的原因,并進一步采用分類研究的方法,對文化如何具體影響廣告進行分類,對中國廣告存在的問題進行分類,從而針對不同的類別,研究解決廣告行業(yè)所存在的問題。 本文所選取的35則中國廣告和25則美國廣告較全面涵蓋了中美廣告文化差異的六個方面,即：思維方式差異,解決問題方式差異,價值取向差異,表達感情方式差異,生活方式和行為模式差異、宗教信仰差異。作者以具體例證的方法闡明差異的表現(xiàn)形式和造成差異的文化因素,為最終分析問題并提出問題的解決方法做了鋪墊性工作。 為了加強解決問題的針對性,文章將中國廣告所存在的問題分為三類。第一類：可以解決的問題,如中國年輕人現(xiàn)在多向往個性張揚、崇尚自由給廣告內(nèi)容帶來的提升空間,對此,提出了通過注入時尚元素等方法加以解決。第二類：不得不立即解決的問題,如廣告代言明星相關(guān)問題及廣告體裁自身的問題,對此,提出了通過參加國際范圍內(nèi)的廣告評比大賽等方法來解決；第三類：短期無法解決的問題,如深層文化內(nèi)涵導(dǎo)致的問題和國家廣告監(jiān)管相關(guān)問題,此類問題可以通過建立長效監(jiān)督機制等方法逐步解決。 本文將導(dǎo)致中美廣告差異的文化原因歸結(jié)為六方面,將中國廣告存在的問題劃分為三方面。分類研究的方法,既全面關(guān)注了問題,又針對性地解決了問題,為從跨文化視角研究廣告行業(yè)問題提供了參考方法。文章對中美廣告行業(yè)表現(xiàn)的差異及其文化根源分析結(jié)果可以為類似研究提供借鑒。
[Abstract]:As a form of communication, advertising is deeply rooted in the soil of its culture and always influenced by its culture. This paper focuses on the problems existing in China's advertising industry, such as the proliferation of false advertising, the misorientation of advertising, the lack of supervision in the industry, the outdated concept of performance, and so on, and attempts to analyze the differences between China and the United States through comparative analysis. To explore the deep causes of the difference between the two, and then try to solve the existing ways of Chinese advertising. In addition, this paper analyzes the scientific and feasibility of the solution from a cross-cultural perspective. The data show that in order to understand and solve the problems existing in China's advertising industry, many scholars have analyzed and studied and put forward relevant solutions based on the cultural foundation of China and the West. On the basis of the previous research idea of dissecting culture, this paper analyzes the appearance and formation mechanism of advertising difference between China and America, analyzes the causes of the difference, and further adopts the method of classification research. This paper classifies how culture specifically affects advertising and classifies the problems existing in Chinese advertisements so as to study and solve the problems existing in advertising industry according to different categories. The 35 Chinese advertisements and 25 American advertisements selected in this paper cover six aspects of the cultural differences of Chinese and American advertisements, namely, the differences of thinking, problem-solving, value orientation and emotional expression. Differences in lifestyle and behavior patterns, religious beliefs. The author illustrates the manifestation of the difference and the cultural factors which cause the difference by the concrete example method, which paves the way for the final analysis of the problem and puts forward the solution to the problem. In order to strengthen the pertinence of solving the problem, the article divides the problem of Chinese advertisement into three categories. The first category: the problems that can be solved, such as the Chinese young people now yearn for personality publicity, advocating freedom for advertising content to improve the space, to this, put forward through the injection of fashion elements and other methods to solve. The second category: the problems that have to be solved immediately, such as advertising endorsement star related problems and advertising genre itself, this paper puts forward to solve the problem by participating in the international advertisement evaluation contest and other methods; The third category: the problems that cannot be solved in the short term, such as the problems caused by the deep cultural connotation and the problems related to the national advertising supervision, which can be solved step by establishing a long-term supervision mechanism and so on. In this paper, the cultural reasons leading to the differences between Chinese and American advertisements are summed up in six aspects, and the problems in Chinese advertising are divided into three aspects. The method of classification research not only pays attention to the problem comprehensively, but also solves the problem pertinently, which provides a reference method for the study of advertising industry from the cross-cultural perspective. The analysis of the differences between Chinese and American advertising industry and its cultural roots can provide reference for similar studies.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H152;H315
本文編號：2395435
[Abstract]:As a form of communication, advertising is deeply rooted in the soil of its culture and always influenced by its culture. This paper focuses on the problems existing in China's advertising industry, such as the proliferation of false advertising, the misorientation of advertising, the lack of supervision in the industry, the outdated concept of performance, and so on, and attempts to analyze the differences between China and the United States through comparative analysis. To explore the deep causes of the difference between the two, and then try to solve the existing ways of Chinese advertising. In addition, this paper analyzes the scientific and feasibility of the solution from a cross-cultural perspective. The data show that in order to understand and solve the problems existing in China's advertising industry, many scholars have analyzed and studied and put forward relevant solutions based on the cultural foundation of China and the West. On the basis of the previous research idea of dissecting culture, this paper analyzes the appearance and formation mechanism of advertising difference between China and America, analyzes the causes of the difference, and further adopts the method of classification research. This paper classifies how culture specifically affects advertising and classifies the problems existing in Chinese advertisements so as to study and solve the problems existing in advertising industry according to different categories. The 35 Chinese advertisements and 25 American advertisements selected in this paper cover six aspects of the cultural differences of Chinese and American advertisements, namely, the differences of thinking, problem-solving, value orientation and emotional expression. Differences in lifestyle and behavior patterns, religious beliefs. The author illustrates the manifestation of the difference and the cultural factors which cause the difference by the concrete example method, which paves the way for the final analysis of the problem and puts forward the solution to the problem. In order to strengthen the pertinence of solving the problem, the article divides the problem of Chinese advertisement into three categories. The first category: the problems that can be solved, such as the Chinese young people now yearn for personality publicity, advocating freedom for advertising content to improve the space, to this, put forward through the injection of fashion elements and other methods to solve. The second category: the problems that have to be solved immediately, such as advertising endorsement star related problems and advertising genre itself, this paper puts forward to solve the problem by participating in the international advertisement evaluation contest and other methods; The third category: the problems that cannot be solved in the short term, such as the problems caused by the deep cultural connotation and the problems related to the national advertising supervision, which can be solved step by establishing a long-term supervision mechanism and so on. In this paper, the cultural reasons leading to the differences between Chinese and American advertisements are summed up in six aspects, and the problems in Chinese advertising are divided into three aspects. The method of classification research not only pays attention to the problem comprehensively, but also solves the problem pertinently, which provides a reference method for the study of advertising industry from the cross-cultural perspective. The analysis of the differences between Chinese and American advertising industry and its cultural roots can provide reference for similar studies.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H152;H315
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