刍议跨文化广告传播中的设计伦理
发布时间：2018-08-06 09:14
【摘要】：在21世纪的今天，全球市场一体化愈演愈烈，信息传播技术不断更新，人类更需要增进交流，跨越文化之间的传播交流显得越来越重要。跨文化传播是指涉及不同民族、不同地域的两种或者两种以上不同文化信息的传播活动。然而广告作为文化传播的一种形式，同样需要在两个或两个以上不同文化群体中进行传播。当跨国公司进行跨文化广告传播时,所面对的是与其母文化差异巨大甚至完全不同的另一种文化群体。这种来自不同文化背景的人们因文化、价值体系、思维方式和行为准则等的不同，往往无法正确理解异族广告所传播的信息内容，甚至有时无法接受其传播的方式，抵触、反感甚至抵制、反抗，引发设计伦理道德问题。而伦理道德是一个复杂的体系,致使跨文化广告传播的过程中,设计伦理问题纷纷浮出水面，引起人们的广泛关注。如何跨越文化间的鸿沟？如何面对不同的文化差异进行有效的说服？如何避免更多的广告伦理问题出现？这是本课题关注和拟解决的主要问题。 究其产生冲突甚至抵制的所有源头在于文化的二元对立；价值观的取向不同；风俗、宗教的地域差异对广告的干扰；法律法规的差异性对广告的制约。我们必须寻求到有效的沟通策略，以尊重他国文化差异为前提，迎合目标受众的价值体系，尊重他们的风俗、宗教，遵守法律规定，消除差异障碍，避免设计伦理问题。不止如此，，设计师在创意广告时要培养自觉的跨文化意识，努力挖掘不同文化间的共性，处理好标准化与本土化的关系，努力寻求设计伦理原则，学会拒绝“不良设计”，学会“无害为美”。
[Abstract]:In the 21st century, the integration of the global market is becoming more and more intense, and the information communication technology is constantly updated. Human beings need to enhance communication, and the communication across cultures is becoming more and more important. Cross-cultural communication refers to two or more kinds of communication activities involving different nationalities and different regions. However, as a form of cultural communication, advertising also needs to spread among two or more different cultural groups. When multinational corporations carry out cross-cultural advertising communication, they are confronted with another cultural group which has great or even completely different cultural differences from their mother culture. This kind of people from different cultural backgrounds, because of the different culture, value system, mode of thinking and code of conduct, etc., often can not correctly understand the content of information transmitted by foreign advertising, and sometimes can not accept the way of dissemination, conflict, etc. Antipathy and even resistance, cause design ethics and moral problems. Ethics is a complex system, resulting in cross-cultural advertising communication process, the design of ethical issues have emerged, causing widespread concern. How to bridge the cultural divide? How to face different cultural differences for effective persuasion? How to avoid more ethical problems in advertising? This is the main problem that this subject concerns and intends to solve. The source of conflict and even resistance lies in the duality of culture; the different orientation of values; the regional differences of customs and religions interfere with advertising; the differences of laws and regulations restrict advertising. We must seek effective communication strategies that cater to the value system of the target audience, respect their customs, religions, abide by laws and regulations, remove barriers to differences, and avoid design ethics, on the premise of respecting the cultural differences of other countries. More than that, designers should cultivate a conscious cross-cultural awareness in creative advertising, strive to tap the commonalities among different cultures, handle the relationship between standardization and localization, strive to seek ethical principles of design, and learn to reject "bad design". Learn to be harmless and beautiful.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;J534
本文编号：2167255
[Abstract]:In the 21st century, the integration of the global market is becoming more and more intense, and the information communication technology is constantly updated. Human beings need to enhance communication, and the communication across cultures is becoming more and more important. Cross-cultural communication refers to two or more kinds of communication activities involving different nationalities and different regions. However, as a form of cultural communication, advertising also needs to spread among two or more different cultural groups. When multinational corporations carry out cross-cultural advertising communication, they are confronted with another cultural group which has great or even completely different cultural differences from their mother culture. This kind of people from different cultural backgrounds, because of the different culture, value system, mode of thinking and code of conduct, etc., often can not correctly understand the content of information transmitted by foreign advertising, and sometimes can not accept the way of dissemination, conflict, etc. Antipathy and even resistance, cause design ethics and moral problems. Ethics is a complex system, resulting in cross-cultural advertising communication process, the design of ethical issues have emerged, causing widespread concern. How to bridge the cultural divide? How to face different cultural differences for effective persuasion? How to avoid more ethical problems in advertising? This is the main problem that this subject concerns and intends to solve. The source of conflict and even resistance lies in the duality of culture; the different orientation of values; the regional differences of customs and religions interfere with advertising; the differences of laws and regulations restrict advertising. We must seek effective communication strategies that cater to the value system of the target audience, respect their customs, religions, abide by laws and regulations, remove barriers to differences, and avoid design ethics, on the premise of respecting the cultural differences of other countries. More than that, designers should cultivate a conscious cross-cultural awareness in creative advertising, strive to tap the commonalities among different cultures, handle the relationship between standardization and localization, strive to seek ethical principles of design, and learn to reject "bad design". Learn to be harmless and beautiful.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;J534
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