异文化中的广告宣传：德国在华企业跨文化广告（杂志广告）分析

发布时间：2018-06-08 01:05

本文选题：广告交际 + 杂志广告　；参考：《北京外国语大学》2008年硕士论文

【摘要】： 长期以来,广告不仅仅是经济学的研究对象,在语言学、社会学和交际学等学科领域中,它同样受到学者们的重视。广告是信息传播的一种特殊形式,同时也是一种文化现象。不同的文化背景是人们解释不同行为的参考标准,也是人们理解来自不同文化的广告内涵的主要制约因素。随着经济全球化的发展和企业对国际市场战略需求的日益加大,从跨文化角度对广告交际进行研究具有很强的现实意义。企业在全球化背景下的生存和发展正经历着市场竞争加剧和跨文化差异的双重考验。在这种情况下对企业来说,仅仅生产并提供质量过硬、技术领先的产品和服务是不够的,在产品和服务严重同质化的今天,加强广告宣传活动成为企业立于不败之地的保障。自中德建交以来,两国的经济关系一直发展良好。特别是近些年来中国经济迅猛发展,中国已成为世界上最具影响力的经济实体之一。在这一背景下,德国政府以及德国企业也越来越重视德国与中国的经济关系。越来越多的德国企业走进中国市场,越来越多的德国品牌产品出现在中国消费者的生活中。中国市场已经成为德国企业的一个重要舞台。德国企业如何在中国进行跨文化广告宣传已经成为一个热门话题,本文就是围绕这一话题展开的。本文重点讨论了以下几个问题: 文化因素在跨文化广告中起着什么作用? 在进行跨文化广告宣传时何种广告策略更为可取,标准化策略还是本土化策略?除此之外是否还存在第三种策略? 德国企业在华进行跨文化广告宣传时应注意哪些中国传统文化的特点?中国社会变化对中国文化有何影响? 本文以德国在华的两大著名品牌大众和妮维雅为例,通过对其在华投放的杂志广告进行分析来为德国企业在华广告宣传提出建议。本文共分为五个章节: 第一章为引言部分,主要是提出论文所要研究的问题,阐述研究现状、论文的撰写目的、论文中使用的研究方法以及部分概念的界定。影响广告信息传播的文化具有动态表征性,即一个国家或群体所拥有的文化不是一成不变的,会随社会的变革发生相应的变化。跨文化广告不仅要考虑到目标国的文化因素,还要考虑到社会变化中的文化变化,所以本文将把历时的研究方法和共时研究方法结合起来。另外笔者还就妮维雅平面广告的图片层面上的接受问题进行了采访并将采访结果融入到论文当中,采访对象为5名北京外国语大学德语系05级硕士研究生,。第二章是全文的理论基础。在这一章中笔者首先定义与论文相关的基本概念,即交际、文化、广告以及跨文化广告等。笔者视广告为一个多维度的系统,除了大家通常关注的语言层面,它还包括非语言层面(如图片和颜色)、语言附属层面(如标点的运用、字体大小等)以及语言外部层面(如广告媒介的选取、广告的投放时间)。这几个层面相互依赖,相互联系,共同构成了广告交际的系统并对广告受众产生整体影响。在整个广告交际的过程中,广告策划者已经不单单是一个信息的传递者,更为确切的说它是广告交际活动的参与者,整个广告交际过程是一个传受双方互动的过程。在异文化中进行广告宣传活动时,广告策划者只有重视文化价值的差异,才能更好地满足受众的需求,这样才能真正和消费者进行沟通。第三章分为两个部分。第一部分主要概括总结了中国传统文化的特点;而第二部分涉及的是中国社会变化引起的人们价值观的变化以及这些价值观变化对广告设计的影响。作为实例分析部分的第四章是全文的重点。笔者首先从三个方面列出用于实例分析的杂志广告的选取依据,即选取的品牌,选取的媒体(即投放广告的杂志)以及选取的时间段。之后笔者从四个层面(即语言层面、非语言层面、语言附属层面以及语言外部层面)对妮维雅和大众汽车2006年下半年在特定杂志上投放的平面广告进行分析,并将采访的结果融入到分析当中。最后在本章结束部分笔者在实例分析的基础之上,从交际的四个层面(即语言层面、非语言层面、语言附属层面以及语言外部层面)对德国企业在华跨文化广告宣传活动提出一些建议。最后一章结束语概括全文,就以上提出的问题逐一作出了总结性的回答。跨文化广告宣传的关键问题已经不再是单纯选择标准化或本土化策略,而是如何有效地将二者结合起来,即在全球化的思维下实行本土化的执行策略。要想在异文化中成功地进行广告宣传,要对当地的文化有深刻的了解,同时还要考虑到社会变迁带来的价值变化。这点不仅仅适用于在华的德国企业,同样也适用于已经或即将跨出国门的中国企业。
[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.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

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