跨文化广告传播策略研究-传播学专业论文.docxVIP

摘要摘要 摘要 摘要 在经济全球化的背景下，跨文化广告传播成为越来越重要的文化传播方式， 也面临重重困难，一个主要表现即是不同文化的冲突与碰撞，广告国际化与本 土化的选择已成为国际广告传播中的首要问题。跨文化广告作为国际品牌最重 要的传播和推销手段，承担着跨文化传播产品和文化信息的重任；国家和地区 间的文化差异无疑成为广告实践中棘手和敏感的因素。本研究以跨文化传播为 逻辑起点，以跨文化广告传播策略为研究对象，通过对跨文化广告传播的前提、 目标和变量的深入分析，归纳出国际国内品牌的跨文化广告传播策略，总结出 其对中国跨文化广告传播的启示。 绪论阐明了本研究的目的和意义，回顾了国内外跨文化传播理论发展的现 状，对跨文化传播相关理论和构成要素进行阐述。第二章从跨文化广告传播的 前提、目的、和变量三个方面进行了深入论证，全景展现了文化差异和文化共 享对跨文化广告传播效果的推助和影响；第三章为本文的核心所在，深入研究 了国际化和本土化策略在跨文化广告传播中的运用。在前文论述的基础上，第 四章总结出跨文化广告传播对中国的启示，阐述了提高跨文化广告传播效果的 具体建议：一、树立正确的跨文化传播理念；二、正确处理国际化与本土化的 关系。以期对我国企业参与国际竞争有所裨益。 关键词：广告传播跨文化消费文化 AbstractAbstract Abstract Abstract In the context of economic globalization，cross-cultural advertising communication becomes increasingly important means of cultural transmission． Whereas it is also facing difficulties，a major performance is the conflict and collision between different cultures；in this situation，advertising internationalization and localization has become the most important issue of international communication．As the most important means of dissemination of international brands，Cross—cultural advertising play an important roll in the process of cross—cultural communication products and cultural information．However the cultural differences，between local and national，would inevitably be a difficult and sensitive practice factors．In this paper,cross—cultural communication is the logical starting point，focusing on the communication strategy,and through the variable—depth analysis，summarizing in domestic and foreign brands of cross—cultural advertising communication strategy, summing up several enlightenments for Chinese brands． The introduction sets out the purpose and significance as well as research methods，reviewing the development of domestic and cross—cultural communication theory,and also the cross—cultural communication theory and composition as described elements．Chapter one is on the premise of cross-cultural advertising communication，purpose，and variables，showing the effects and influence o