东西方广告情感诉求策略的异同.docVIP

PAGE PAGE 1 北方民族大学 学士学位论文 论文题目: 东西方广告情感诉求策略的异同 院(部)名 称: 文史学院新闻传播系 学 生 姓 名: 专 业: 广告学 学 号: 2008 指导教师姓名: 论文提交时间: 2012-4-14 论文答辩时间: 2012-4-21 学位授予时间: 北方民族大学教务处制 摘 要 伴随着改革开放，中国的广告业走了一条从弱到强，从学习西方到关注自身文化的道路。时至今日，中国已经成为世界上仅次于美国的第二强国，第二大经济体，而广告在经济中扮演的角色也越来越重要。 在追逐利益的过程中，大国之间是天生的竞争者。面对着西方广告业早已在中国各地遍地开花，赚取国民财富的强势地位，中国广告理应找到一条属于自己的发展之路。有自己的发展特色，有自己的独特文化价值观念，也更应该向外拓展，将中国的广告之花开遍世界各地。 情感诉求在发挥广告人创意，打动消费着方面有着更多的优势，况且本身还附加有本民族的意志，文化等价值观念，对民族文化的传播也起到了不可估量的作用 只有了解自身，了解对手才能稳操胜券。本文通过对东西方广告经典案例的分析，结合他人理论成果与自身所学，欲达到使读者看清东西方广告情感诉求策略的异同，并了解造成此种异同的原因，从而更好的理解广告作品，做出更好的民族广告，获取经济价值，外拓国家利益。 关键词 东西方广告；文化 ；差异；价值观念 Abstract Along with the reform and opening up, Chinas advertising walk, from weak to strong, learning from the west, to focus on their own culture road, today, China has become the worlds second power after the United States, the second largest economy, and advertising in the economy in the role of more and more important. In the process of chasing interests, the big powers are natural competitors. Facing the western advertising industry have already been all over China blossom everywhere, earn national wealth strong position, Chinas advertising should find a belongs to own the road of development and have their own development characteristic, have their own unique cultural values, and more should expand outward, will Chinas advertising in the flowers bloom all over the world. The perceptual appeal play in advertising creative, move the consumption has more advantages, besides itself is the national will have additional, cultural values, to the spread of national culture also play an inestimable role . Only understand their own, know what your competitors to the bag. Content is thought to reflect, this article through to the east and west classic case advertisin