浅谈广告的跨文化传播-essay代写范文

美国essay论文精选范文：“浅谈广告的跨文化传播”，这篇论文讨论了广告的跨文化传播。随着科技发展带来的新媒介新传播手段的出现，广告传播的形式和范围正在逐步扩大，不仅实现了本土化传播，同时为了谋求更大的发展，也需要走出国门，融入世界经济文化的大潮中，进行跨文化传播。广告的跨文化传播有利于吸收和借鉴其他民族的优势文化和先进成果。全球化背景下，在各国文化的融合与碰撞交替影响下，跨文化传播已成为广告最重要的传播方式之一。

In General, the cross-cultural dissemination of advertisements is the movement of advertising messages in different cultural fields, while advertisers on advertising activities, arising in the interaction of different cultural groups in contradictions and conflicts as well as the appropriate strategies and measures. In all aspects of communication must join the corresponding cultural integration measures in order to effectively solve this contradiction and conflict, to achieve communication goals efficiently. Intercultural communication advertising by geography is divided into Chinese cross-cultural communication and international cross-cultural communication. Cross-cultural communication refers to domestic advertising different races and peoples and different groups of subculture propagation; international cross-cultural advertising spread mainly in different countries and the spread of ethnic and subculture. In the context of globalization, cross-culture communication in advertising has the following major features:

Advertising,-farm environment, intercultural communication differences under the trend of economic globalization, in all countries and regions in productivity levels in different cases, the cross-cultural dissemination of advertisements by the local cultural practices, modes of production, religion, and other aspects of the environmental impact, cross-culture advertising to be successful to avoid risks must first take into account the local market conditions.

Advertising across culture spread of operation way group with multinational of quickly development, using across culture spread to participation international market competition of enterprise also increasingly more, international market of open, and international cooperation of strengthening, makes more of transnational Enterprise began take global of strategy marketing measures, advertising spread activities natural on break has national and regional of boundaries, national of, and group, and diversified of advertising operation mode has formed.

Advertising subjects and objects of internationalization and diversity relative to other forms of advertising, advertising subject to import and export enterprises of intercultural communication, of their mode of operation is different from other businesses, advertising forms and requirements are also different. Advertising of enterprise, establishment of marketing direct marketing activities in target markets, so direct access to international markets of products, you can also invest directly in foreign countries is produced through access to international markets; object, primarily to foreign consumers and foreign importer and wholesaler, the advertisement itself is internationalized. Enterprise products to the international market can be entrusted to the international distributors, resellers, or sold directly to international brokers.

Advertising intercultural communication of complex cultural background of culture in cross-culture background, refers not only to the different national cultures also means cultural infiltration and influence each other, also refers to the different cultural communication and collision in the process of the formation of cultural variation. For example, United States enterprises in Japan successful intercultural communication advertising, not only to understand Japan's traditional culture, but also to contemporary Japan China culture in foreign culture, under the influence of Western culture, such as the formation of the new style, so as to achieve marketing success. In addition, a weak culture for the dominant culture, a sense of small, strong culture to the weak impact of culture is enormous. Foreign advertising intimidating posture reflects strong economic strength behind it, said that economic globalization has become political, cultural, even is the Foundation of media globalization. And cultural background of complicated and become one of the main factors of intercultural communication affect advertising.

Advertising of across culture spread conducive to absorption and reference other national of advantage culture and advanced results in globalization background Xia, in States culture of fusion and collision alternating effect Xia, across culture spread became most important of spread way one of, the national of culture history long, and entrenched, impossible with economic of change and casually disappeared, culture diversified collection Yu economic globalization among, vulnerable culture and behind culture can through advertising spread of form in more big degree Shang close and absorption advanced culture, Like Germany advertising of rigorous style, and United States advertising of humor style, and Japan advertising of perceptual style, are in advertising of behind perspective with national of culture, in culture of interactive in the, selected excellent of into national of features, while also in across culture advertising of spread in the, publicity with this national of excellent culture, like: China of Olympic public advertising, through on Olympic spirit and Chinese spirit of perfect combined, reached win-win of publicity effect.

Advertising of across culture spread conducive to reform culture system created new productivity McDonald's, and NIKE, and IBM,, brand of behind of support is brand culture, brand culture is culture in enterprise in the of concentrated reflected, culture of another a reflected is culture industrialization, United States of economic development level created has United States global culture exporter of status, everywhere of United States large, and super stores, and fast food food, United States of personality doctrine, and hip hop doctrine, and liberalism are to into culture of form output to world States, Putting serious pressure on national culture. Advertising is an important means of cultural output, less economically developed countries and regions, more and more cultural security crisis. Under the sense of touch, countries on the reform of cultural system is imperative, to take full advantage of its cultural resources of the area, accelerate the construction of cultural industry, creating a culture of productivity.

The cross-cultural dissemination of advertisements for products enter the international market and product promotions, you can reduce the cost, you can achieve the substantial increase in foreign exchange and trade. Also benefit the importing enterprises to promote their products. At present, the proportion of the Fund invested in cross-culture advertisement dissemination increasing world trade, there is a certain gap.

Cross-cultural dissemination of advertising helps gaining bigger markets even if the same quality of goods, due to the cultural differences of advertisement may determines the degree of consumer acceptance of goods. Better integration of other cultures, local culture and its a good mix and can help shape the brand image, but also to new product development. For example, KFC in China attempts to launch new products every season, and with Chinese characteristics introduced "chicken roll of old Beijing", "saliva chicken burger in Sichuan" Chinese tastes, such as fast food, not only enrich their product structure, Chinese consumers also have a sense of superiority and familiarity. 　　There are similar examples, Haier washing machines found in the southwest region, local people have the habit of washing sweet potatoes, in order to develop models of the great escape is not blocked, winning the local market. (Five) advertising of across culture spread in turn promoted has economic globalization and world economic of development world economic globalization created has advertising of across culture spread, advertising of across culture spread also great to rich and consolidation has world economic globalization, for all national different culture market of research and adapted, makes across culture advertising of using more handy, more of national and area participation to international trade in the to, economic integration trend Xia of culture diversified collision problem through across culture spread to gradually to solution and fusion. Cross-culture advertisement dissemination greatly activated the development of the world economy.

Integration policy integration policy is consistent with the pursuit of cultural Commons policy, is based on common advertising theme, a common meaning and expression in the dissemination of information on the target market integration. Integration policy recognizes that different target areas have significant national differences of culture, but in love, friendship, affection, trust, humility and other good things in life are the same. Who in the world is diverse, but there is always someone type in common. Implementation of the integration strategy the basic starting point is to boldly grasp and use these common points. Application integration strategy the brand has a lot of success, like Coke, Marlboro, and so on.

Differentiation strategy differentiation strategy, enterprises of the same product in different countries and regions take different advertising strategy, through differentiated advertising planning, creative development, advertising, cultural background, advertising media operation to win the difference of marketing success. Area whose strategy based on the audience and cultural differences in cross-cultural emphasis advertisement strategic planning with full respect for the various regions of the target culture, national character differences, making it easier for advertising information target audience acceptance, to maximize brand value without compromise. Implementing localization strategies successful Procter brands, Canon and so on.

Integration strategies and localization strategies of differentiation and adaptation of either integration or differentiation strategies, is an essential alternative. Fully stressed that integration is not conducive to advertising objectives of intercultural communication in the regions receiving excessive differentiation, is not conducive to establishing the overall brand image. In practice, to be selected according to brand strategy, advertising strategies prerequisites for those who have to implement integration, to apply the right strategy. Difference is, in fact, address the advertising culture in cross-culture communication differences and effective strategies for disseminating results contradictory, needs global thinking in cross-cultural communication, good at world-wide, not just in the context of regional markets analysis and judgment, according to "Think globally,act locally" principle that advertising strategies of integration and operation principles of differentiation, To plan in line with the overall strategic design and cultural characteristics of the target market advertising activities.

Liberation thought, learning reference and develop innovation and important in advertising spread in the into national culture, as select highlight national connotation is currently many China advertising of features, as "very Coke, Chinese himself of Coke" "daily a cup milk, strong Chinese", but in increasingly fierce of international across culture advertising spread activities in the, we to open thinking, in take area culture traits of while, creative and performance form also to constantly innovation, using diversified and national of of language, and symbol, and picture, and music,. In a strict sense, communication science originated in the West, they practice for a long time, has accumulated a wealth of experience, absorb and learn from the international experience and enrich the advertising content of international cross-cultural communication.

Above, in for advertising of across culture spread in the, spread who should note research its inner of law and external features, integrated consider international market of needs features and consumption level, attention the national area between of language culture, and customs, and education level, and religious belief, and natural conditions, aspects of differences, efforts overcome culture obstacles, eventually breakthrough across culture of boundaries, made advertising spread of maximum success.

51due留学教育原创版权郑重声明：原创留学生作业代写范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。

51due为留学生提供最好的论文代写服务，亲们可以进入主页了解和获取essay代写的相关资讯，提供美国作业代写服务，详情可以咨询我们的客服QQ：800020041。