中国广告本土化研究的历时性考察

【作者】 王佳；

【导师】 杨立川；

【作者基本信息】 西北大学 ， 传播学， 2008， 硕士

【摘要】 本文是关于中国广告本土化研究的历时性考察。本文定义的“广告本土化研究”是中国广告研究中一个独特的领域:是业界基于自身生存压力和自我身份识别的自觉意识进行的以广告创意为主的研究活动;也是学界一个关于建构中国特色广告的至关重要的命题。广告本土化研究在中国现代广告发展进程中占有重要的位置,并一直呈现出活跃的状态,但同时它也面临着来自自身的发展局限和外部的环境挑战。总体而言,研究多处于共时性层面,缺乏系统的梳理和分析,对关键概念“广告本土化”没有进行确切的描述。虽然学界和业界都十分关注这一问题,但未建立起一个积极有效的沟通机制,来推动这一研究的进一步发展。这些都使得对中国广告本土研究的历时性考察成为了一个迫切的命题。中国广告本土化的研究伴随中国现代广告发展,在不同的历史时期和具体的时代背景下都有其突出的重点,并且各阶段之间具有相互关联。本文根据中国现代广告的发展历程以及目前广告本土化研究现况,将其发展分为三个阶段:强调“广告的民族特色”阶段、突出“本土创意力量”阶段、复兴“中国元素”三个阶段。需要指出的是,这三个阶段并不是相互替代的关系,每一阶段积累的对于广告本土化的理解和认识实际上都融入了后来的实践和研究之中。但总体贯穿中国广告本土化研究的文化线索还是为研究提供了价值参考和制约情境,加上尊重消费者的生活方式以及符号元素的运用,使得我们对中国广告本土化研究的主要构成有了清晰的把握。最后,本文还对本土化研究今后的发展,从业界和学界各自的角度提出了自己的思考和建议。更多还原

【Abstract】 This paper is focused on the diachronic inspection of the Chinese advertisement localization studies. The advertisement localization is a unique domain in the Chinese advertisement research: one hand, it is the field that based on their own survival pressure and self-status recognition consciousness; on the other hand, it is also a very important proposition of academic field.With the development of China’s modern advertising, the localization studies of Chinese advertisement has made the rich progress, but simultaneously it is also facing from own development limitation and the exterior environment challenge. Overall, the research is in much altogether when the stratification plane, lacks system’s combing and analyzes, "the advertisement localization" has not carried on the accurate description to the essential concept. Although the academic and the advertisement fields pay attention to this question, but they have not established a positive and effective communication mechanism. These make the diachronic inspection of the Chinese advertisement localization studies to be an urgent proposition.According to the Chinese modern advertisement the development process as well as the present advertisement localization studies present situation, divides into three stages: "ethnic characteristics" stage, "the native place creativity strength" stage, the revival "Chinese elements" stage.What needs to point out is that these three stages are not the relations which substitutes mutually, accumulation of each stage have in fact integrated during afterward practice and the research. But the overall clue passed through the Chinese advertisement localization studies is culture. In addition, the consumer the life style as well as the mark element utilization are the aspects which this paper need research. Finally, this paper will also propose some suggestions to the academic and advertising fields更多还原