中西跨文化广告传播策略分析_英语论文
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中西跨文化广告传播策略分析_英语论文

Reflection on the Strategy of Intercultural Advertising Communication from China to the West

摘要

随着全球一体化趋势的推进,交通、通讯、网络等科技手段的更新,世界各国已经无法置身于全球经济体系之外而独自生存,世界已经紧紧连在了一起。经济全球化步伐的加快让广告发展的繁荣之势显现,异域文化的全球化融合交流也趋向频繁。实质上,广告是一种文化现象,在传递商品信息的同时塑造了社会文化,而当代广告倾向于反映大众化、多样化文化,文化是广告成功的前提,有什么样的文化就会出现什么样的广告。

广告从本质上讲就是一种文化传播现象,广告的跨文化传播实际上就是一种文化编码在另一种文化环境下的解码的过程。目前我国处在一个有“品”无“牌”的境地,一方面我国的品牌没有发展成熟,一些跨国品牌的国际知名度不够高,另一方面面临着国际知名品牌抢占我国的市场。在品牌国际化的背景下,我国实行品牌的跨文化传播既是企业发展的需要,也是提高我国的软实力的需要,所以我国品牌跨文化传播是品牌国际化的必然要求,本文涉及了跨文化传播面临的障碍、我国跨文化广告传播的必要性、中国品牌跨文化传播的策略等方面。

关键词:对外广告传播;跨文化交际;传播策略

Abstract

With the trend of global integration, transportation, communication and network technology, the world has been closely linked together. The accelerated pace of economic globalization makes the development of advertisement promising and the integration of cultures more frequent. Actually, advertising is a cultural phenomenon, which also shapes our social culture while delivering the information of products. The present advertisements tend to present popularity and variety of the culture; the culture is the premise of the successful advertisements. The culture will determine the style and content of the advertisements.

Advertising is a phenomenon of cultural communication by its nature, as such,  cross-cultural advertising is actually the process of encoding and decoding between different cultures. At present, Chinese brands haven’t accumulated enough fame for their products. On the one hand, our brands are not mature enough; on the other hand, the international well-known brands have been seizing the Chinese market. Against the backdrop of the internationalization of brands, the implementation of intercultural advertising communication is the need for the development of enterprises, but also the need for the improvement of China's soft power. Therefore, intercultural advertising communication is the destined need of the internationalization of Chinese brands. This paper deals with the obstacles of cross-cultural transmission of Chinese brands, the necessity of cross-cultural advertising , and the strategies Chinese brand intercultural communication. 

Key words: Intercultural communication; Advertisements from China to West; Strategies

Contents

Acknowledgments.i

Abstract & Key Words in English.ii

Abstract & Key Words in Chineseiii

Introduction 1

1. Literature review 1

2. The introduction of related concepts 2

2.1. Culture 2

2.2. Propagation and culture 3

2.3. Cross-cultural communication 3

3. The Influence of the cultural differences 4

3.1 The Cultural differences between Chinese and western cultures 4

3.2. Chinese and western culture in their respective manifestations of advertising 5

4. Cross-cultural advertising communication strategy of Chinese brand 6

4.1 Advertisement strategies of western multinational companies in Chinese market 6

4.1.1 Localization 7

4.1.2 Standardization 7

4.2. The obstacles of cross-cultural transmission of Chinese brands 8

4.2.1 The obstacles of language and non-linguistic differences 8

4.2.2 The obstacles caused by discrepancies in values 9

4.2.3 The obstacles between the source culture and the target culture 9

4.3. The strategies of Chinese brand cross-cultural communication 10

4.3.1 Finding inspiration in the Chinese elements 10

4.3.2 Implementing the strategy of localization 10

4.3.3 Applying the strategy of Standardization 11

4.3.4 Mining the commonality of culture 11

Conclusion 12

References 13

 


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