文化视角中的中美广告差异研究
发布时间：2018-12-30 10:17
【摘要】：作为一种传播形态,广告深深根植于其所属文化的土壤中,并始终受其文化影响。本文着眼中国广告行业存在的诸如虚假广告泛滥、广告定位不准、行业缺乏监管、表现观念落伍等问题,试图通过对比分析中美广告的差异,探究造成两者之间差异的深层原因,进而尝试提出解决中国广告存在途径。此外,本文还以跨文化的视角分析了解决途径的科学性与可行性。 资料显示,为了认识、解决中国广告行业存在的问题,众多学者已经以中西方文化基础为切入点,分析研究并提出相关解决方法。本文在吸取了前人以剖析文化为手段的研究理念基础上,通过对比分析中美广告差异的表象及形成机理,剖析出差异产生的原因,并进一步采用分类研究的方法,对文化如何具体影响广告进行分类,对中国广告存在的问题进行分类,从而针对不同的类别,研究解决广告行业所存在的问题。 本文所选取的35则中国广告和25则美国广告较全面涵盖了中美广告文化差异的六个方面,即：思维方式差异,解决问题方式差异,价值取向差异,表达感情方式差异,生活方式和行为模式差异、宗教信仰差异。作者以具体例证的方法阐明差异的表现形式和造成差异的文化因素,为最终分析问题并提出问题的解决方法做了铺垫性工作。 为了加强解决问题的针对性,文章将中国广告所存在的问题分为三类。第一类：可以解决的问题,如中国年轻人现在多向往个性张扬、崇尚自由给广告内容带来的提升空间,对此,提出了通过注入时尚元素等方法加以解决。第二类：不得不立即解决的问题,如广告代言明星相关问题及广告体裁自身的问题,对此,提出了通过参加国际范围内的广告评比大赛等方法来解决；第三类：短期无法解决的问题,如深层文化内涵导致的问题和国家广告监管相关问题,此类问题可以通过建立长效监督机制等方法逐步解决。 本文将导致中美广告差异的文化原因归结为六方面,将中国广告存在的问题划分为三方面。分类研究的方法,既全面关注了问题,又针对性地解决了问题,为从跨文化视角研究广告行业问题提供了参考方法。文章对中美广告行业表现的差异及其文化根源分析结果可以为类似研究提供借鉴。
[Abstract]:As a form of communication, advertising is deeply rooted in the soil of its culture and always influenced by its culture. This paper focuses on the problems existing in China's advertising industry, such as the proliferation of false advertising, the misorientation of advertising, the lack of supervision in the industry, the outdated concept of performance, and so on, and attempts to analyze the differences between China and the United States through comparative analysis. To explore the deep causes of the difference between the two, and then try to solve the existing ways of Chinese advertising. In addition, this paper analyzes the scientific and feasibility of the solution from a cross-cultural perspective. The data show that in order to understand and solve the problems existing in China's advertising industry, many scholars have analyzed and studied and put forward relevant solutions based on the cultural foundation of China and the West. On the basis of the previous research idea of dissecting culture, this paper analyzes the appearance and formation mechanism of advertising difference between China and America, analyzes the causes of the difference, and further adopts the method of classification research. This paper classifies how culture specifically affects advertising and classifies the problems existing in Chinese advertisements so as to study and solve the problems existing in advertising industry according to different categories. The 35 Chinese advertisements and 25 American advertisements selected in this paper cover six aspects of the cultural differences of Chinese and American advertisements, namely, the differences of thinking, problem-solving, value orientation and emotional expression. Differences in lifestyle and behavior patterns, religious beliefs. The author illustrates the manifestation of the difference and the cultural factors which cause the difference by the concrete example method, which paves the way for the final analysis of the problem and puts forward the solution to the problem. In order to strengthen the pertinence of solving the problem, the article divides the problem of Chinese advertisement into three categories. The first category: the problems that can be solved, such as the Chinese young people now yearn for personality publicity, advocating freedom for advertising content to improve the space, to this, put forward through the injection of fashion elements and other methods to solve. The second category: the problems that have to be solved immediately, such as advertising endorsement star related problems and advertising genre itself, this paper puts forward to solve the problem by participating in the international advertisement evaluation contest and other methods; The third category: the problems that cannot be solved in the short term, such as the problems caused by the deep cultural connotation and the problems related to the national advertising supervision, which can be solved step by establishing a long-term supervision mechanism and so on. In this paper, the cultural reasons leading to the differences between Chinese and American advertisements are summed up in six aspects, and the problems in Chinese advertising are divided into three aspects. The method of classification research not only pays attention to the problem comprehensively, but also solves the problem pertinently, which provides a reference method for the study of advertising industry from the cross-cultural perspective. The analysis of the differences between Chinese and American advertising industry and its cultural roots can provide reference for similar studies.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H152;H315
本文编号：2395435
[Abstract]:As a form of communication, advertising is deeply rooted in the soil of its culture and always influenced by its culture. This paper focuses on the problems existing in China's advertising industry, such as the proliferation of false advertising, the misorientation of advertising, the lack of supervision in the industry, the outdated concept of performance, and so on, and attempts to analyze the differences between China and the United States through comparative analysis. To explore the deep causes of the difference between the two, and then try to solve the existing ways of Chinese advertising. In addition, this paper analyzes the scientific and feasibility of the solution from a cross-cultural perspective. The data show that in order to understand and solve the problems existing in China's advertising industry, many scholars have analyzed and studied and put forward relevant solutions based on the cultural foundation of China and the West. On the basis of the previous research idea of dissecting culture, this paper analyzes the appearance and formation mechanism of advertising difference between China and America, analyzes the causes of the difference, and further adopts the method of classification research. This paper classifies how culture specifically affects advertising and classifies the problems existing in Chinese advertisements so as to study and solve the problems existing in advertising industry according to different categories. The 35 Chinese advertisements and 25 American advertisements selected in this paper cover six aspects of the cultural differences of Chinese and American advertisements, namely, the differences of thinking, problem-solving, value orientation and emotional expression. Differences in lifestyle and behavior patterns, religious beliefs. The author illustrates the manifestation of the difference and the cultural factors which cause the difference by the concrete example method, which paves the way for the final analysis of the problem and puts forward the solution to the problem. In order to strengthen the pertinence of solving the problem, the article divides the problem of Chinese advertisement into three categories. The first category: the problems that can be solved, such as the Chinese young people now yearn for personality publicity, advocating freedom for advertising content to improve the space, to this, put forward through the injection of fashion elements and other methods to solve. The second category: the problems that have to be solved immediately, such as advertising endorsement star related problems and advertising genre itself, this paper puts forward to solve the problem by participating in the international advertisement evaluation contest and other methods; The third category: the problems that cannot be solved in the short term, such as the problems caused by the deep cultural connotation and the problems related to the national advertising supervision, which can be solved step by establishing a long-term supervision mechanism and so on. In this paper, the cultural reasons leading to the differences between Chinese and American advertisements are summed up in six aspects, and the problems in Chinese advertising are divided into three aspects. The method of classification research not only pays attention to the problem comprehensively, but also solves the problem pertinently, which provides a reference method for the study of advertising industry from the cross-cultural perspective. The analysis of the differences between Chinese and American advertising industry and its cultural roots can provide reference for similar studies.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H152;H315
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