跨文化偶像品牌广告中的意义构建
发布时间：2018-12-10 09:07
【摘要】：21世纪是变革的世纪。信息技术的突飞猛进和思维方式的深度革新正深刻地改变着全球的经济面貌。而另一方面，全球经济发展的不平衡性，尤其是最近的一次全球性金融危机对西方各个重要经济体的重创也已悄悄地酝酿起经济格局的重要变革。在围绕世界经济重心转移的诸多讨论中，中国的不俗成就理所当然地成了重要谈资。改革开放以来年均10%的GDP增长，金融危机中依然保持的8%的水平，中国，已经成了中外众多经济学家和学者眼中经济发展的奇迹。但不可否认的是，高速的经济发展的背后也隐藏着诸多问题。其中尤为突出的是中国经济模式的转变的迟滞。作为世界第二大经济体，中国制造业的大多产业仍然处于价值链的末端。中国经济大国的地位在很大程度上建立在中国由来已久的成本优势之上，这一现状使中国在国际竞争中实难保持持久而稳定的经济地位。在向经济强国的转变过程中，建立起中国国际品牌优势的必要性日益突出。 广告是品牌建立的前沿阵地。著名品牌尤其是偶像品牌的建立需要的不只是传统方式上的围绕产品性能的狂轰滥炸似的大肆宣传，而更多的是文化价值观层次上的深层沟通（霍尔特，2010）。这也就为跨文化广告中如何建立品牌自身与目标文化之间的深层次关系提出了挑战。为了能够在品牌跨文化传播的研究中着重突出深层沟通这一因子，本文借助“文化式品牌塑造”（霍尔特，2010）的理论，通过运用两种构成主义的理论（霍尔，2005）：符号学和话语分析对国际知名品牌Nike在中国的品牌广告的解构，解析其在中国建立自身品牌意义，并将其与中国文化完美结合的策略，引以为鉴。 本文论述主要围绕以下问题展开：（1）通过Nike在中国品牌构建的过程考察“文化式品牌塑造”在跨文化环境下的适用性。（2）Nike是如何在中国文化背景下构建起自己的品牌意义和偶像地位的？（3）中国企业可以从Nike中国跨文化之路中学到什么经验和教训？ 通过对Nike经典广告的符号学和话语分析，本文论证了“文化式品牌塑造”在跨文化语境中的适用性，也细致地分析了Nike的跨文化广告传播意义建立的有效性，为未来该方面的研究和中国品牌跨文化传播的实践构建了理论框架。
[Abstract]:The 21st century is a century of change. The rapid development of information technology and the deep innovation of the way of thinking are profoundly changing the global economy. On the other hand, the uneven development of the global economy, especially the recent global financial crisis, which has caused a heavy blow to the major western economies, has quietly produced important changes in the economic structure. In many discussions about the shift of world economic gravity, China's remarkable achievements have rightly become important talk. Since the reform and opening up, the average annual GDP growth rate is 10%, and the financial crisis is still maintained at 8% level. China has become a miracle of economic development in the eyes of many economists and scholars at home and abroad. But it is undeniable that there are many problems behind the rapid economic development. One of the most prominent is the lag in the transformation of China's economic model. As the world's second largest economy, most of China's manufacturing industries are still at the end of the value chain. The status of China's economic power is largely based on China's long-standing cost advantage, which makes it difficult for China to maintain a sustained and stable economic position in international competition. In the process of transformation to economic power, the necessity of establishing China's international brand advantage is becoming more and more prominent. Advertising is the front line of brand building. The establishment of famous brand, especially idolatry brand, requires not only the traditional propaganda about product performance, but also the deep communication at the level of cultural values (Holt, 2010). This also challenges how to establish a deep relationship between brand itself and target culture in cross-cultural advertising. In order to highlight the factor of deep communication in the research of brand cross-cultural communication, this paper uses the theory of "cultural brand shaping" (Holt, 2010), through the use of two kinds of constructivism theory (Hall). 2005): semiotics and discourse analysis deconstruct the brand advertising of international famous brand Nike in China, analyze the significance of establishing its own brand in China, and draw lessons from the strategy of perfect combination with Chinese culture. This paper mainly focuses on the following issues: (1) through the process of Nike brand building in China, the applicability of "cultural brand building" in cross-cultural environment is investigated. (2) how is Nike constructed in the context of Chinese culture? (3) what experiences and lessons can Chinese enterprises learn from Nike's cross-cultural road in China? Through the semiotics and discourse analysis of Nike classic advertising, this paper demonstrates the applicability of "cultural brand building" in cross-cultural context, and analyzes in detail the validity of establishing the significance of Nike's cross-cultural advertising communication. It provides a theoretical framework for the future research and the practice of cross-cultural communication of Chinese brands.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030
本文编号：2370328
[Abstract]:The 21st century is a century of change. The rapid development of information technology and the deep innovation of the way of thinking are profoundly changing the global economy. On the other hand, the uneven development of the global economy, especially the recent global financial crisis, which has caused a heavy blow to the major western economies, has quietly produced important changes in the economic structure. In many discussions about the shift of world economic gravity, China's remarkable achievements have rightly become important talk. Since the reform and opening up, the average annual GDP growth rate is 10%, and the financial crisis is still maintained at 8% level. China has become a miracle of economic development in the eyes of many economists and scholars at home and abroad. But it is undeniable that there are many problems behind the rapid economic development. One of the most prominent is the lag in the transformation of China's economic model. As the world's second largest economy, most of China's manufacturing industries are still at the end of the value chain. The status of China's economic power is largely based on China's long-standing cost advantage, which makes it difficult for China to maintain a sustained and stable economic position in international competition. In the process of transformation to economic power, the necessity of establishing China's international brand advantage is becoming more and more prominent. Advertising is the front line of brand building. The establishment of famous brand, especially idolatry brand, requires not only the traditional propaganda about product performance, but also the deep communication at the level of cultural values (Holt, 2010). This also challenges how to establish a deep relationship between brand itself and target culture in cross-cultural advertising. In order to highlight the factor of deep communication in the research of brand cross-cultural communication, this paper uses the theory of "cultural brand shaping" (Holt, 2010), through the use of two kinds of constructivism theory (Hall). 2005): semiotics and discourse analysis deconstruct the brand advertising of international famous brand Nike in China, analyze the significance of establishing its own brand in China, and draw lessons from the strategy of perfect combination with Chinese culture. This paper mainly focuses on the following issues: (1) through the process of Nike brand building in China, the applicability of "cultural brand building" in cross-cultural environment is investigated. (2) how is Nike constructed in the context of Chinese culture? (3) what experiences and lessons can Chinese enterprises learn from Nike's cross-cultural road in China? Through the semiotics and discourse analysis of Nike classic advertising, this paper demonstrates the applicability of "cultural brand building" in cross-cultural context, and analyzes in detail the validity of establishing the significance of Nike's cross-cultural advertising communication. It provides a theoretical framework for the future research and the practice of cross-cultural communication of Chinese brands.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030
【参考文献】
相关期刊论文 前1条
1 苟志效;论符号学方法在广告语言创意设计中的运用[J];东方论坛.青岛大学学报;1994年03期
，本文编号：2370328
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