【作者】 蔡菁；

【导师】 敖依昌；

【作者基本信息】 重庆大学 ， 传播学， 2007， 硕士

【摘要】 在当今二十一世纪,人类已经全面进入到了信息时代,在我们生活的这个地球村,信息传播技术飞速发展,日新月异,传媒在人们的社会生活中已经占据了极其重要的地位。随着经济全球化、一体化的形成,如今的中国社会已经到了一个全新的发展阶段。改革开放二十多年以来,中国发生了翻天覆地的变化,随着中国市场经济的不断发展,跨文化背景下的经济合作不断增加,外国的文化随着商品的流通、经济技术的交流、商业上的并购与合作等形式不断的进入中国社会,并且这种趋势正在不断的扩大,对中国社会的发展和中国的传统文化产生了深远的影响。商品经济的发展离不开媒体的帮助,因此广告在经济发展的过程中起到了举足轻重的作用,一个品牌的商品是否能够得到消费者的青睐和认可,与其对自身形象的宣传力度和宣传形式是密不可分的。随着全球经济一体化进程的不断推进,以及中国改革步伐的不断加大,跨文化传播背景下的广告研究已经刻不容缓。在美国和欧洲,对于跨文化背景下广告的研究已经十分的系统和深入了,因此他们可以为他们的企业在不同文化背景的国家里,设计出最具有本土号召力的广告,或者是具有世界共通推广性的广告。目前我国关于跨文化背景下的广告的学术研究还很简单,也很不系统,存在很多问题,没有一个具体的、有针对性的、实效性的和理论基础的知识体系作为指导。在信息技术高度发达的今天,人们都希望从各种渠道最快的获得最新的资讯,我们可以在各种媒体上面看到很多国外品牌的广告,甚至一些广告的宣传语也在我们的生活中广为流传。从电视、报纸、户外、互联网上,我们都可以很容易的发现这些外国品牌的广告。因此,我国的企业应该加快自主品牌国际化,地区化的步伐,用广告这种最有效的方式把我们优质的商品和品牌推广到世界各地。跨文化传播背景下的广告宣传对中国跨国企业的发展和开拓海外市场,有着深远的影响。并对如何处理广告的民族性和国际性问题;如何解决广告传播过程中本土化的问题,其中包括,广告的内容形式和传播渠道的选择等问题的研究;同时充分的分析和借鉴国外知名品牌在中国市场进行广告运作的成败得失的经验,力求在世界经济一体化的背景下,提高我国跨国企业对外广告的传播效果,提高商品的市场价值,提升企业的国际知名度,给我国跨国企业在跨文化传播背景下的广告运作过程中,提供有力的理论支持和实践指导,寻找出一条最好的解决问题的捷径。更多还原

【Abstract】 In the 21st Century, we have entered the information era. The global village where we live in is experiencing the fast developing age of information communication day by day. Media has dominated greatly in our social lives. With the formation of economic globalization and utilization, Chinese society today has stepped onto a new phase of development. During the 20 years of Reform and Opening up, China has changed tremendously. And with the increasing development of Chinese market economy, the economic cooperation among cross-cultural countries grows a lot, and overseas culture flows into Chinese society with the exchanges of commodities, economic technologies, as well as commercial merges and acquisitions. It has become a trend and made a prolonged impact on the development of Chinese society and Chinese traditional culture. Media’s help is indispensable in the development of commodity economy, thus advertisement plays an important role in the process of the development of economy. Whether a brand can be accepted and recognized by the consumers or not is related to its advertisement.With the constant advancement of the process of global economic integration, as well as the ever-increasing pace of reform. Cross-cultural research has spread advertising background urgently. At present, under the background of cross-cultural, the advertising research is very simple, unsystematic, yet not a specific, targeted, effective and theoretical foundation of the knowledge system as a guide. With the continuous invasion of foreign culture, we can see that many top foreign brands in a variety of media advertising, even some advertising information messages are also widely circulated among us. From television, newspaper, outdoor information, Internet, we can easily find these foreign brands advertising in the highly developed information technology today, and people want from the fastest access to the latest information from all channels. Therefore, China’s enterprises should speed up its own international brand, and the pace of the region. Such advertisements are the most effective way to promote our high-quality products and brands around the world. In the United States and Europe, the cross-cultural context advertising has been very systematic and in-depth study. So they can design the most appealing local advertising as a common promotional and advertising world for their enterprises in the country with different cultural backgrounds.Under the background of cross-cultural communication, China’s advertising for market products, China’s development and opening up overseas markets for multinational companies has a far-reaching impact. How to deal with the national and international advertising; Advertising localization process of how to solve the problem includes forms and channels for the dissemination of the contents of advertisements choice issues; full analysis and foreign famous brands and advertising in the Chinese market, the success or failure of operating experience, made in the context of world economic integration, improving external advertising effect, raise their market value and enhance their international reputation to our cross-cultural communication in the background of the advertising operation, provide strong theoretical support and practical guidance to find the best solution to the problem as a shortcut.更多还原