广告跨文化传播的适应性策略研究

发布时间：2018-05-14 16:46

本文选题：广告 + 跨文化　；参考：《山东工艺美术学院》2012年硕士论文

【摘要】：在经济、文化全球化的背景下，企业品牌的经营早已跨越了国家疆界。广告，，作为跨国营销的重要手段之一，已经成为品牌国际化的宣传利器,承担着推广产品和企业品牌文化的重任。而在跨文化、跨国界的广告传播中，国家和地区间的文化差异已经成为广告实践中最为棘手和敏感的因素。本文以研究跨文化传播为逻辑起点，以广告跨文化传播中的文化差异因素及广告的跨文化传播策略为主要研究目标，通过对广告跨文化传播的前提、目标和变量的深入分析，归纳出国际、国内品牌广告的跨文化传播策略，并从中提取出适用于中国广告的跨文化传播法则。作者的目的在于从设计艺术学的角度对广告跨文化传播进行较为全面的研究，以期为未来的研究者留下一份比较完整的文献资料，并在某些问题的探讨中力求归纳出个人观点。全文共分为3章（另有绪论与结语不计章节），叙议结合，夹叙夹议。第一章题为“文化适应与广告的跨文化传播”，本章分为两个部分。第一部分主要介绍文化、广告、传播的概念及其相互关系；第二部分，详细阐述了广告跨文化传播的理论依据，包括文化适应理论、跨文化传播理论。第二章题为“文化差异下的广告传播”，本章将影响广告跨文化传播的文化差异因素进行分类，从纵向差异元素和横向差异元素两个方面进行论证。纵向差异元素主要包括高中低消费群体差异元素、男性与女性消费群体差异元素、青少年与中老年消费群体差异元素。横向差异元素主要包括语言符号差异、宗教信仰差异、民族文化差异、价值观与思维方式差异、行政及法律限制差异五个方面的内容。第三章题为“广告的跨文化传播策略及对中国的启示”，本章首先对广告跨文化传播的优秀策略进行了整理归纳，其次对现代中国广告市场的现状和存在的问题进行了分析与概括，最后通过对优秀广告跨文化传播策略的理解，针对中国的广告市场因地制宜的提出了可用的广告传播发展策略。本文的主要观点有：一、树立正确的跨文化传播理念，理解广告的跨文化传播是广告发展的必然趋势。二、广告的跨文化传播必然要面对复杂的国际环境，而其中的文化差异是广告跨文化传播中的最大壁垒，对于文化差异的归纳与分析是广告跨文化传播的重要方面。三、中国现阶段广告的跨文化发展不甚理想，品牌的国际化程度与品牌持久度较弱。增强文化自觉性，从民族文化中汲取营养，表现形式国际化，推广手段地区化等优秀的跨文化广告传播策略是解决以上问题，推动中国品牌、中国广告发展的重要手段。
[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.
【学位授予单位】：山东工艺美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

【参考文献】