从跨文化传播的角度谈国际广告策略

《从跨文化传播的角度谈国际广告策略》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、福建师范大学吕述明硕士学位论文thetendencyandsimplifythescaleofproducingandmarketingandthussellthesameproductsatthesanlepricewiththesamemessageallovertheworldatthesametime．Theybelievethatthestandardizationapproachcanofferbusinessestremendousbenefits．Incontrast,the10calizationschoolholdsthatdifferentli

2、vingenvironmentsrCSultinthedifferencesbetweennationalcultures．Evenifpeople’Sbasicneedsanddesiresmaybesimilar,thewaystheysatisfythemdiffers．Differentcultures，economicandtechnologicallevels，politicalandlegalsystemsdemandthatinternationalmarketersadoptlocalizedadvertising，i．e．，designspeci

3、ficadvertisingprogramstofitwiththeuniquecharacteristicsofeachparticularmarket．Theproponentsofthisstrategypointoutthatbecauseinternationaladvertisingisintendedtoobtainmorecustomersandincreasesales，internationalmarketersshouldtakeadvantageofculturaldifferencesininternationaladvertisingto

4、attractlocalcustomersratherthanseekconvenienceofmanagementandtrailsferadvertisementsacrosscountries．Inthefinalanalysis，thisdebaterevealsdifferentunderstandingofandattitudestowardsnationalculturaldifferencesandsimilarities．Leaveasidetheirrespectivestrengthsandshortcomingsandtheirsuccess

5、esandfailuresinadvertisingpractices，andwe’11fmdeithersidecanneveravoidtheproblemofcultureintheinternationaladvertisingendeavor．Chapter3Toshedlightonthestandardizationversuslocalizationdilemma,thischapterapproachesitfromtheperspectiveofcross—culturalcommunication．AccordingtoPorterandSam

6、ovar'scommunicationmodel，communicationconsistsofsevenconstituents-informationsource，encoding，messagechannel，decoding，receiver,response，feedback,andnoise．Inthecaseofinternationaladvertising,theinformationsourceisaninternationalmarketerwithaproductmessagetosend；encodingistheprocessofthem

7、essagebeingconvertedbyadvertiserstoeffectivesymbolismfortransmissiontotheintendedreceiver-targetconsumers．Messagechannelreferstothesalesforceor／andadvertisingmediathatconveytheencodedmessagetotheintendedreceiver；decodingistheinterpretationbythetargetconsumersinanotherculturalcontexto