菜单
  

    Since the cultural integration is a long and slow process in which culture maintains the characteristics of pluralism and persity, thus if an enterprise wants to take a seat in the international market for earning the biggest profit and showing the economical power in international concurrence, it should not make advertising campaign by imagination.

    II. Culture and Advertising

    2.1 Definition of Culture
    Although culture is really hard to define, it is necessary to examine the definitions of culture before going on with the discussions later.
    The definition of “culture” is as complicated as the culture itself. It is of much importance and also of much confusion. According to Raymond Williams: the culture is one of two or three English words which is the most difficult to explain (Hu 29). And the anthropologists Kluckhorn and Strodbeck have made a census of at lest 264 definitions of the word.
    Although the definitions of culture are complex, accordingly, it can be concluded that all the definitions above-provided reveal some commonalities of culture.
    First, it is generally agreed that culture is human, social and acquired. Second, culture is shared by members of a particular group; “culture is a social production created by a given community, so it is this shared aspect that enables communication between inpiduals within that culture, Third, culture is exclusive; culture often has the tendency of national cultural superiority. Fourth, culture has complementarities. Fifth, culture has two showing forms.
    Given that this thesis focuses on comparison between two different cultures, so the author is particularly interested in the fifth characteristic of culture.
    2.2 Definition of Advertising
    In Article 2 of the Advertising Law of People’s Republic of China (1995) “advertising” is defined as any commercial advertising which a supplier of goods or services pays for, to introduce their goods or services whether directly or indirectly through the media in all its focus to public at large. On the basis of the above-definition, the principal economic functions of advertising can be seen clearly, that is so-called AIDMA, which means attention, interest, desire, memory and action (Cheng 106).
    As its definitions indicate, the general role of commercial advertising is to inform and remind the consumers of industry’s goods and services, and to attract consumers’ attention, arouse their interests and desire, to persuade them into performing the purchasing action. But the modem advertising has much more wide range of functions than those mentioned points.
    First, educational function; Advertising, as an educator ,not only informs, consumers of new and improved products and helps compare features of products with other similar goods. Second, social function: Advertising, in the dissemination of new inventions and new creations of science and technology, helps to enlarge the community’s vision, activate people’s minds and enrich their material and cultural life. Third, cultural function: Although the advertising is a kind of main means to gain the biggest economic interest as the first goal.
    2.3 Relationship Between Culture and Advertising
    Without any doubt, culture and advertising are inextricably linked. The study of advertising is always accompanied by the study of culture for the reason that advertising is in fact a typical carrier and mirror of culture. Almost all the elements of advertising campaign, including advertiser, advertising works, the mesa and audience, are all subjected to the constraints of cultural context. Thus not only the creation of advertising but also the consumers’ purchasing behavior is closely related with culture.
  1. 上一篇:英语教学中跨文化意识的培养
  2. 下一篇:谈《飘》中斯嘉丽的成长历程
  1. 电影《少女小渔》中的中西方婚姻价值观差异

  2. 切斯特曼翻译伦理视角下...

  3. 概念隐喻在公益广告中的应用

  4. 从顺应论角度分析广告语中的语码转换

  5. 体育新闻报道中的模糊语

  6. 文化语境在翻译中的重要性

  7. 探究建构主义理论在高中语法教学中的应用

  8. 公示语汉英翻译错误探析

  9. 地方政府职能的合理定位

  10. 黑白木刻版画中的技法表现

  11. 张家港万吨级散货码头主体工程设计+CAD图纸

  12. 聚合氯化铝铁对磷吸附特性的研究

  13. 德语论文德语汽车技术词汇中的名词特点

  14. Floyd佛洛依德算法详细解释

  15. 三氯乙酸对棉铃对位叶光...

  16. 应用于ITSOFCs的浸渍电极制备与性能研究

  17. GC-MS+电子舌不同品牌的白酒风味特征研究

  

About

751论文网手机版...

主页:http://www.751com.cn

关闭返回