麦当劳在华广告的本土化研究

发布时间：2018-03-28 14:08

本文选题：麦当劳　切入点：广告　出处：《西南大学》2017年硕士论文

【摘要】：伴随着经济全球化的深入,跨国公司迅速扩张,一方面全力推进生产全球化、销售全球化,另一方面也以产品为载体向世界各地输出价值观念,潜移默化地改变着人们的生活观念和消费观念。麦当劳作为美国的跨国公司,其本身就承载着美国的文化内涵,甚至可以说是美国在全球化背景下向世界推行其价值观念和意识形态的工具,常被人称为“金拱门政治”。面对文化差异巨大的世界各地消费者,麦当劳运用本土化策略,融合本土文化,已经成为世界快餐行业的领先品牌,也把其所承载的美国价值观传播到世界各地。本文以麦当劳在华广告为研究对象,分析全球化背景下麦当劳在中国的本土化广告策略,并从文化视角对麦当劳的广告本土化策略进行审视,研究其背后的商业考虑和文化途径,以期为我国跨国企业更好地进行全球化广告营销提供经验和借鉴。研究认为,麦当劳在华广告的本土化有着其深刻的商业考虑和文化逻辑。商业层面上,麦当劳牢牢把握全球化这个趋势,并积极地融入其中,以此为契机向世界各地扩张。在这个过程中,广告及其本土化发挥着重要作用。麦当劳通过广告及其本土化在充分刺激消费者欲望空间的同时,还努力建构一种高端、时尚的生活方式。麦当劳在全球扩张的过程中十分注重广告的本土化,充分考虑输出地的文化环境,迎合当地消费者价值和心理需求。因此,广告所倡导的消费观念为其生产了大量的忠实消费人群,广告的本土化帮助其有效削弱全球发展的阻力,实现其构建强大餐饮帝国的野心。文化层面上,麦当劳在华广告对文化手段的运用可谓轻车熟路,其通过消费主体定位、文化利用、文化引导、文化参与以及文化再生产等文化手段对中国消费者进行全方位、系统性的洞察,使其在华广告的本土化达到了登峰造极的地步。本研究主要分以下几个章节:绪论(对研究缘起、研究意义、研究方法、文献综述等进行阐述。)第一章全球快餐“帝国”的形成:全球化浪潮中的麦当劳(对麦当劳商业帝国的形成进行概述,阐述其对世界政治、经济、文化方面的影响。)第二章本土化之形:麦当劳在华广告创意的本土化(从广告创意表现方面入手,对麦当劳在华的本土化广告策略进行直观的分析。)第三章本土化之核:麦当劳在华广告本土化的文化策略(在对麦当劳在华广告进行研究的基础上,提升到文化层面对其本土化进行探讨。)第四章文化霸权:“金拱门”的政治意识形态(指出麦当劳广告的政治意识形态性质。)结语麦当劳对我国跨国公司广告营销的启示我们应该看到,麦当劳在华广告的文化霸权性质。麦当劳作为美国快餐文化的代表,其更是担负着美国资本主义意识形态扩张的使命,而广告作为麦当劳成功打入本土市场的重要手段,在宣扬资本主义意识形态的过程中扮演着重要的角色,麦当劳在中国的公关宣传及电视广告中始终都含有一种美国文化价值观的隐喻。麦当劳广告通过对本土价值的碎片化渗透、对边缘价值的妥协性让渡以及对现实社会的虚拟性建构等手段,一方面使得其代表的美国文化价值观稳定不变,另一方面浅层次、碎片化融入本地文化环境以减小发展阻力。一方面,我们必须对其广告本土化的逻辑和文化内涵做充分认识,以便更好地促进世界文化的相融共生和和谐发展;另一方面,麦当劳在华广告对本土化策略的应用是相当成功的,这对我国跨国公司走向海外市场有很大的启迪和借鉴意义。
[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.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F713.8

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