广告学本科论文：跨文化广告

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1、广告学本科论文：跨文化广告-->广告学本科论文：本文清晰地把跨文化广告，在一定程度上是相当自由选择的内容和途径。所有与政治因素的跨文化广告很容易被解释双途径。IntroductionCross-culturaladvertisingreferstoculturalmunicationactivitiesacrossdifferentcountries,nationalitiesandculturesbymeansofadvertising.Themultinationalfirms,intheprocessofad

2、vertisingglobalization,seekdifferentstrategicent.Theimportanceofcross-culturalandcross-nationalconsumerresearchininternationalmarketinghasbeenamplyrecognizedbyresearchesforseveraldecades(ManraiManrai,1996,p.9).Intheeraofglobalization,severalcountriesintheonyas

3、othercountries.Everycountryhasitsos,moralityandvalues,aseextent,isquitefreetochoosethecontentandentsareeasilytobeinterpretedindualthepoliticalperspective.Thedifferencebeterchantsknoecontroversialadvertisingonstrated,anddifferenteadvertising.Thereasonunication,

4、asunicationasarginallychangeourimageofabrandbyleadingustoassociateitindsthatattributeorethanp;Sylvester,2009,p.11).Fortherecentyears,thephenomenonofcross-culturaladvertisingentsisalreadynothingneentsconcernedagetendtostirupthenationalistsentiments.Consequently

5、,bothmerchantsandconsumerssticktotheiroentsandadvertisingappealsareinvolvedinanunprecedentedlyatheiliationandInsultstoChinaControversialAdvertisingConcernediliationandInsultstoForeignCountriesCreativeandSuccessfulCross-CulturalAdvertising᠊

6、8;&-->nbsp;MeritsandDemeritsofControversialCross-culturalAdvertisingConclusionReferencesBignell,J.(2002).paintings/Mediasemiotics:anintroduction,ManchesterUniversityPress.p.2Bignell,J.(2002).Mediasemiotics:anintroduction,ManchesterUniversityPress.p.37D

7、eMooij,MariekeK.(2009).Globalmarketingandadvertising:understandingculturalparadoxes,SAGE.p.175Dyer,G.(1988).Advertisingasmunication,Routledge.p.162Herbig,PaulA.(1998).Handbookofcross-culturalmarketing,Routledge.p.115MacRury,I.(2009).Advertising,Routledge.p.12M

8、anrai,LalitaA.Manrai,AjayK.(1996).Globalperspectivesincross-culturalandcross-nationalconsumerresearch,Routledge.p.9Noth,ediastudies:theessentialresource,Routledge.p.78Sutherland,MS