theimpactofculturalcapitalonadvertisement(文化资本对广告的影响).docx

The impact of Cultural Capitalon advertisement Class Professor *** Name Date Name Overview The French sociologist Pierre Bourdieu first proposed the con cept of cultural capital. Since the 1980s, social capital has become a popular concept in many discipli nes concerned and an alysis of importa nt start ing point. Hofstede (1980) published a study in the field of cultural significance of the research results. In 1980s, scholars did a large number of cross-cultural consumer behaviorbased Hofstede s cultural con struct. After the 1990s, globalizati on and tech no logical revoluti on in the joi nt action, cultural issues in all areas of marketing, reflected in all directions, the impact of cultural capital on advertiseme ntjourn als were see n everywhere. Advertising. The word of foreign origin, derived from the Latin word Adteurture ” its basic meaning is the meaning of attention and induce the latter evolved into the English Ianguage Advertise ”.ln recent years, advertising fills of people lives.From the television sads, newspaper sads, outdoor walls ads, to the network, advertising are see n every where. But in differe nt cultural backgro und, con sumer values, con sumpti on patter ns and con sumer behavior are differe nt. Cultural capital has a deep impact on advertis ing, which cannot be igno red. Todays society is in econo mic globalizati on; all the advertis ing compa nies cannot separate from cultural capital. We need to know when planning to advertise the nations culture, and culture types, this is the ads, predictable. Cultural capital has three subtypes: embodied, objectified and institutionalized. (Bourdieu, 1986). According to three different types of cultural capital. Below, I will talk about my type of advertis ing of these three differe nt effects. Embodied cultural capital Embodied cultural capital is embedded in the in dividua ls cultural capital. One of the most importa nt parts is the Ian guage of the capital. Linguistic capital, defined as the mas