平面广告的跨文化传播-英国论文代写－r51due

英国essay论文精选范文：“平面广告的跨文化传播”，这篇论文讨论了平面广告的跨文化传播。在跨文化传播过程中，平面广告应充分发掘广告视觉语言的优势，跨地域传播“共通性”的视觉符号。同时，通过文化参与了解广告目标所在地的文化差异，发掘和运用广告目标受众所熟悉的文化符号，迎合当地受众的价值观念和接受心理，从而赢得目标受众的心理认同，达到广告跨文化传播的目的。

In the era of economic globalization, multinational globalization, its products will flock to the rest of the world. At the same time, multinational advertising industry is bound to follow its customers for cross-regional, cross-border advertising operations and operation, international advertising has become an irresistible trend. Advertising internationalization, or advertising globalization, refers to the global market through the use of basic and consistent advertising to achieve the global market marketing strategy. This global advertising has yielded significant benefits to production and distribution vendors and advertisers, such as reducing advertising costs, establishing brand and corporate image, improving the ability to quickly promote the basic concepts of products, simplifying market and promotion Planned coordination control procedures, and so on.

In addition, in the context of global economic integration, cultural integration is a long process, multiculturalism will exist for a long time. The operation of transnational advertising cannot consider the cultural differences of different countries, different regions and different nationalities, from the contributions, symbolic meaning, cultural symbol, appeal theme, visual image, advertising strategy, talent combination and training, management mode, public relations construction There is a local social and cultural adaptation to the local issues. Therefore, the internationalization of advertising process also includes the localization process, advertising cross-border communication is cross-cultural communication, internationalization and localization of the two-way trend is the main feature of cross-cultural advertising.

How to deal with the seemingly contradictory reality is related to the internationalization and localization of the problem is to achieve the key to cross-cultural advertising. This article will discuss the cross-cultural communication of print ads.

In the context of the diversity of world culture, there are obvious cultural differences between different countries, different regions and different ethnic groups. Some cultural symbols have strong national color and regional characteristics. On the other hand, And cultural interaction, but also formed a number of common values and cultural identity, modern technology to improve the media's ability to spread and coverage, and promote the exchange between different cultures, there have been more super-national, super-national "world Sexual culture symbol ".

In the 1990s, influenced by the Western values, especially the American cultural values, there were some individualistic cultural symbols in the Chinese young people who advocated individuality and freedom. Therefore, the print ads in the dissemination, had used these "world cultural symbols" for cross-cultural communication. Because this 'world cultural symbol' has a commonality, it can cross different countries, different regions of cultural differences. In the transnational advertising, make full use of these "world cultural symbols", can receive a good cross-cultural communication effect.

However, in the whole human cultural symbol system, the current "world cultural symbols" only a small part. "Regional cultural symbols" still dominate. Therefore, multinational companies in the operation of advertising, we should pay attention to different cultural backgrounds of different cultural requirements of the audience, cultural characteristics, cultural values, and this cultural characteristics to penetrate into all aspects of advertising communication. Use the visual cultural symbols that are familiar to the target audience. Because only the audience is familiar with, easy to accept the cultural symbols in order to achieve communication with the audience, get the audience psychological identity, causing the audience resonance, and then convey the advertising information to achieve the purpose of commodity sales. This is also an important strategy for cross-cultural communication in print advertising.

Transnational advertising company in China for cross-cultural communication, can take full advantage of the Chinese national characteristics of the visual cultural symbols. In this regard, Coca-Cola, McDonald's is undoubtedly a cross-cultural communication model. In the Japanese market operation of transnational advertising companies, as far as possible to adapt and use the Japanese cultural characteristics. Such as in the promotion plan to adapt to the Japanese "gift and entertainment" two major consumption habits; in the appeal of the way to use "flexible sales" instead of Western "hard sales" in the use of image symbols to take full account of the Japanese tradition to give digital , Plant, animal unique symbol meaning. The transnational advertising companies operating in Hong Kong have learned that the Hong Kong people in the "East - West", "traditional - modern" cultural identity of the two sides of the middle of the form and psychological emotional difficulties in the ad demands and strengthen the Hong Kong local Attachment and recognition.

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"Taiwan's transnational advertising company" not only understands the use of traditional Chinese cultural resources, as well as Japan's impact on Taiwan's life-style aesthetic, but also for the survival of modern Taiwan people are concerned about, such as political sensitivity, sexual choice, social order, children Health, new human and other topics have become the content of advertising creative performance. " As a global brand of multinational companies, regardless of the national and regional market cultural differences, and stubbornly to the national cultural concept as the background of advertising, will suffer Waterloo, to pay a painful price. After all, Toyota's "overbearing" advertising lessons, for any multinational companies and services for its advertising companies are worthy of warning.

Talking about the cross-cultural spread of print ads, cannot but say "visual language". Nowadays society has entered the visual age, people living in the city by the bizarre image of the ocean submerged. It can be said that our society has become a "image society" and become a "visual culture" dominated society. Therefore, in the process of cross-cultural advertising cross-advertising how to adapt to this "reading time" development is the key to success. Facts tell us that advertising information only rely on the public and the visual language of communication and communication, it is possible to achieve the dissemination of results, thus promoting the sale of goods.

Plane advertising is the second form of space advertising, text, graphics, color is the three major elements of advertising visual language. The visual communication of print ads is also divided into text communication, graphic communication and color communication. In the process of visual communication, the graphic advertisement must creatively and creatively use the visual symbol and symbol system to form the advertising visual language for cross-cultural communication. Therefore, the choice and application of advertising visual symbols become an important factor in the success of advertising communication.

In the context of contemporary visual culture, in addition to the broad "cultural symbols", the graphics language will undoubtedly become the most important cross-cultural communication visual cultural symbols. Regardless of which country, which nation, its physiological structure and the connection of the brain are the same, so the human visual perception and perceived results are the same, so the graphics language must become the common language of the world. We cannot know the meaning of English victory, but when the companion to you out of two fingers you will understand that this is a wish you succeed. Graphic is the most important factor in the prints created by the three basic communicative elements of words, graphics, and colors. In cross-cultural advertising, the graphics are "Esperanto," said it regardless of the country, nation, men and women, cultural depth, language differences, generally being understood, varying degrees to understand the meaning.

A good graphic design can communicate in a visual language without any text, and can communicate across regional, ethnic boundaries, and language barriers and cultural differences. The reason, the graphics have the language of the nature of performance, is a descriptive and convincing language form. At the same time, the graphics are more image-specific, more specific, and more direct, and this is exactly one aspect of the graphic communication better than the text. It transcends the boundaries of the region and the country, without translation, but it can achieve "a map top million words," the spread of performance. However, we must also see that graphics, as a cultural symbol, have the same "common" and "regional" characteristics, which must conform to the norms of "cultural symbols" discussed in intercultural communication, that is, Explore the "Common" and "Personality" of Graphic Language in Cross - cultural Communication.

In cross-cultural advertising, the visual symbols of advertising in addition to graphics, there are two basic visual and color visual elements. Print ads in the cross-cultural advertising, the text of communication and color conveyed more demands. In today's "reading time", the text of the advertising information to convey the function greatly reduced, the image of the main role of the dissemination of information; However, after all, did not reach the point of replacing the text, in many cases, the graphics alone people still difficult to understand the advertising information. Therefore, often need to add a text that can give the meaning of the picture, play the role of finishing touch, resulting in a good understanding and memory.

Advertising in the face of different language and cultural background of the audience, I believe that "text graphics", that is, the text has the characteristics of graphic representation, will become the main cross-cultural advertising communication strategy. As discussed above, in today's era of dominating visual culture, in the case of multinational advertising companies that are not dominant in the language and culture of the audience, the advertisement is only a long way to make it ideal. Spread effect. At the same time, with the extensive exchange of various cultures and transnational advertising companies to learn more about the culture of advertising audience, text communication can fully learn and explore the local language and culture treasure, to better integrate into the audience the purpose of psychology, Of the resonance, so as to achieve good cross-cultural advertising effect.

The most obvious example is the Toyota advertising in China, the slogan "car to the piedmont must have a road, there must be a Toyota car", it borrowed the traditional Chinese saying "car to the piedmont must have a way", clever Of the graft, the combination, to achieve the unexpected effect of the spread. As the "world" and "national" dialectical relationship of graphic communication, the text cannot convey the cultural characteristics of a nation, nor does it cater to the aesthetic taste and acceptance of the audience in a particular cultural area, Explore the commonality of mankind, such as in the physiological sense of human make a fuss.

Generation of advertising masters for the M & M chocolate candy to create the slogan "only soluble in the mouth, insoluble in hand" for decades in more than 30 countries and regions broadcast, its power is still invincible, invincible. The reason is that this ad is hardly related to the cultural characteristics of a nation, nor does it cater to the aesthetic taste and acceptance of the audience in a particular cultural area. It only explains the unique sales rhetoric from the physiological point of view The And this "only soluble in the mouth, insoluble in the hands" of the wonderful feeling is the world's consumers need.

The use of color also plays a very important role in the cross-cultural communication of print ads. In the visual communication design of print ads, the color is often a kind of first person to convey the elements, the far view of the effect, the color convey better than the graphics and text transmission.

Color is a language of emotion, and it is a very expressive language, it is always associated with certain emotions, and this connection for human beings have a certain common. Such as the red symbol of warm, lively, romantic and fiery, yellow symbol of light and hope, green symbol of peace and vitality, blue symbol of serenity, wisdom and far reaching. Many multinational high-tech enterprises are always using blue as the main colors of foreign advertising, in order to highlight its "blue wisdom", and with the expansion of products and go out of the country, into the world. Coca-Cola's red with Coca-Cola to the world, conquered countless young people.

Therefore, in the process of cross-cultural communication of advertising should grasp the common sense of color on the human, but this "common" is only relative, it cannot cover the "common" under the national culture differences. Different countries, the nation has different hobbies and taboos for the color, such as red let us think of festive, auspicious, life and happiness, the worship of the red is the ancestral totem of the times; however, in the West red let People think of communion, memorial and danger. The Japanese bogey green, as it is not auspicious; and in some countries in Western Asia, green has been generally welcomed. Therefore, through cultural participation in understanding the local cultural differences, to meet the local audience values and accept the psychological, full respect for their religious beliefs and customs, in order to achieve good cross-cultural advertising communication effect.

In the process of global economic integration, cross-cultural communication is a complex systematic project, which includes all aspects of the work of cultural integration in the process of global economic integration. Specific to the print ads, in the process of cross-cultural communication, should fully explore the advantages of advertising visual language, graphics, text, color three visual elements of the design, on the one hand cross-ethnic, cross-regional communication "common" Symbols; on the other hand, the use of visual elements to explore and use the advertising target audience familiar with the national, regional visual symbols. At the same time, through cultural participation to understand the cultural differences in the location of advertising objectives, to explore and use the advertising target audience familiar with the national, regional cultural symbols, to meet the local audience values and psychological acceptance, to win the target audience psychological identity, To achieve the purpose of cross-cultural advertising.

Since the reform and opening up, China's economy has made rapid development, many Chinese enterprises have or will be out of the country, to invest around the world and open up the market. In this process the advertising industry is duty-bound to charge forward, shake the flag, this must be carefully studied cross-cultural communication in the advertising strategy to solve the internationalization of advertising and localization issues, to create China's advertising industry's own cross-border development journey.

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