试论西方知名品牌在华广告传播-传播学专业论文.docxVIP

摘要20 世纪 90 年代以来,伴随着各国日益频繁的经济文化交流与合作，以及中国 的对外开放，西方的著名企业及其品牌纷纷进入我国，促进了我国经济的发展。 西方品牌在华广告传播是当代中外经济文化交流与合作中的重要课题。本文拟对 西方知名品牌在华广告传播进行全面深入的研究，从而揭示其规律性，为中国品 牌的国际拓展提供有益的经验，也为促进中外经济合作提供有益的参考和借鉴。西方知名品牌面对不同于西方文化与心理的中国文化与中国人心理，即中国 文化的挑战，他们首先是周密的进行调查研究，然后综合运用哲学，广告学，心 理学，文化学，传播学以及其他学科知识，将这些理论运用于实践，并在一定程 度上取得了成功。本文第一章就品牌的跨文化广告传播的国内外研究现状做了一 些梳理以得出本文研究的角度和方向；本文第二章针对西方知名品牌在华广告传 播的策略做了一些理论上的归纳和总结；三、四、五章分别从文化学，心理学， 传播学、符号学角度对西方知名品牌在华广告传播的成功经验作了一些探讨。采 用的方法主要是文献分析、类比以及个案研究方法。当今社会，品牌比以往任何 时候都受到了更大的重视。中国要成为真正的强国，没有具备全球影响力的国际 品牌是不行的，那种只为他人做嫁衣的时代应该慢慢远去。品牌的树立离不开广 告传播。中国大部分意欲开拓国际市场的品牌还缺乏在国际传播的成熟经验和切 实有效的方法，本文试图为我国品牌的国际传播在理论和实践上作出一定贡献。关键词：品牌，广告，中国文化，传播，应战，挑战ABSTRACTSince the 1990s, along with all countries have frequent economic and cultural exchanges and cooperation, and Chinas opening to the outside world, the well-known Western companies ?brands have entered China, promoting Chinas economic development. Western brand advertising in China is an important subject. In this paper, I want to conduct a comprehensive study about this subject, and reveal its laws, Through this paper ,it gives Chinese brands international expansion useful experience, and promote economic cooperation between Chinese and foreign .The famous brand of west faces Chinese culture and Chinese mentality being unlike west culture and mentality. This is the Chinese culture challenge. First, they make a thorough investigation research, and then give a challenge, In the coactions being in challenge and accepting a challenge Culture brings forward challenge to extant society of Chinese again. chapter 1 is about the research at home and abroad to sort out this paper? perspective and direction . The second chapter has summarized advertising strategy about the West well-known brands in China, III, IV, V discussed respectively from the culture, psychology, communication point of the West well-known brands in China, The method used is the main document analysis, case studies and the analog method. China is not short of the brand, but t