跨文化传播中广告适应性问题的研究
摘要
在全球化浪潮的推动下，跨国企业纷纷将目光投向国际市场，以期实现品牌的全球扩张和市场份额的提升。然而，跨文化传播过程中，广告作为品牌与消费者沟通的重要工具，面临着诸多适应性挑战。不同文化背景下的消费者在语言、价值观、社会习俗等方面存在显著差异，这些差异对广告的传播效果产生深远影响。因此，如何在跨文化传播中确保广告信息的准确传递与接收，成为品牌国际化进程中亟待解决的问题。本研究聚焦于跨文化传播中广告的适应性问题，通过文献综述和案例分析，揭示了语言与符号理解障碍、价值观与信仰冲突、社会习俗与禁忌触碰以及品牌形象与定位偏差等主要问题。针对这些问题，本研究提出了加强语言与文化调研、尊重并融入当地价值观、遵循社会习俗与规范以及精准定位品牌形象与信息传递等解决策略。通过实施这些策略，品牌可以更有效地跨越文化障碍，确保广告信息在国际市场的准确传递与接收，从而提升品牌的国际影响力和市场占有率。本研究对于品牌国际化进程中的广告策略制定具有重要的指导意义，同时也为跨文化传播领域的研究提供了新的视角和思路。
关键词：跨文化传播；广告适应性；文化障碍；品牌国际化
Abstract
Driven by the wave of globalization, multinational enterprises have turned their eyes to the international market, in order to realize the global expansion of the brand and the increase of the market share. However, in the process of cross-cultural communication, advertising, as an important tool for the communication between brands and consumers, faces many adaptive challenges. Consumers under different cultural backgrounds have significant differences in language, values, social customs and other aspects, and these differences have a profound impact on the communication effect of advertising. Therefore, how to ensure the accurate transmission and reception of advertising information in the cross-cultural communication has become an urgent problem to be solved in the process of brand internationalization. This study focuses on the adaptability of advertising in cross-cultural communication, and, through literature review and case analysis, reveals the language and symbol understanding barriers, conflict between values and beliefs, social customs and taboo touch, and brand image and positioning deviation. In view of these problems, this research puts forward the solving strategies such as strengthening language and cultural research, respecting and integrating local values, following social customs and norms, and accurately positioning brand image and information transmission. By implementing these strategies, brands can more effectively overcome cultural barriers and ensure the accurate transmission and reception of advertising information in the international market, so as to enhance the brand's international influence and market share. This study has important guiding significance for the development of advertising strategies in the process of brand internationalization, and also provides new perspectives and ideas for the field of cross-cultural communication.
Key words: cross-cultural communication; advertising adaptability; cultural barriers; brand internationalization
目录
摘要 1
Abstract 2
一、绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 5
2.1 跨文化传播理论 5
2.2 广告适应性理论 5
三、跨文化传播中广告适应性问题 6
3.1 语言与符号理解障碍 6
3.2 价值观与信仰冲突 6
3.3 社会习俗与禁忌触碰 7
3.4 品牌形象与定位偏差 7
四、跨文化传播中广告适应对策 8
4.1 加强语言与文化调研 8
4.1.1 进行深入的语言习惯与表达方式研究 8
4.1.2 了解并尊重目标市场的文化符号体系 9
4.2 尊重并融入当地价值观 9
4.2.1 调整广告内容以符合当地价值观念 9
4.2.2 避免触及敏感的宗教与信仰议题 10
4.3 遵循社会习俗与规范 10
4.3.1 深入了解并遵守当地的社交礼仪与习俗 10
4.3.2 谨慎处理涉及文化禁忌的内容 11
4.4 精准定位品牌形象与信息传递 11
4.4.1 明确品牌定位以契合当地文化特色 11
4.4.2 优化广告信息以贴近目标受众需求 12
五、结论 12
参考文献 14
摘要
在全球化浪潮的推动下，跨国企业纷纷将目光投向国际市场，以期实现品牌的全球扩张和市场份额的提升。然而，跨文化传播过程中，广告作为品牌与消费者沟通的重要工具，面临着诸多适应性挑战。不同文化背景下的消费者在语言、价值观、社会习俗等方面存在显著差异，这些差异对广告的传播效果产生深远影响。因此，如何在跨文化传播中确保广告信息的准确传递与接收，成为品牌国际化进程中亟待解决的问题。本研究聚焦于跨文化传播中广告的适应性问题，通过文献综述和案例分析，揭示了语言与符号理解障碍、价值观与信仰冲突、社会习俗与禁忌触碰以及品牌形象与定位偏差等主要问题。针对这些问题，本研究提出了加强语言与文化调研、尊重并融入当地价值观、遵循社会习俗与规范以及精准定位品牌形象与信息传递等解决策略。通过实施这些策略，品牌可以更有效地跨越文化障碍，确保广告信息在国际市场的准确传递与接收，从而提升品牌的国际影响力和市场占有率。本研究对于品牌国际化进程中的广告策略制定具有重要的指导意义，同时也为跨文化传播领域的研究提供了新的视角和思路。
关键词：跨文化传播；广告适应性；文化障碍；品牌国际化
Abstract
Driven by the wave of globalization, multinational enterprises have turned their eyes to the international market, in order to realize the global expansion of the brand and the increase of the market share. However, in the process of cross-cultural communication, advertising, as an important tool for the communication between brands and consumers, faces many adaptive challenges. Consumers under different cultural backgrounds have significant differences in language, values, social customs and other aspects, and these differences have a profound impact on the communication effect of advertising. Therefore, how to ensure the accurate transmission and reception of advertising information in the cross-cultural communication has become an urgent problem to be solved in the process of brand internationalization. This study focuses on the adaptability of advertising in cross-cultural communication, and, through literature review and case analysis, reveals the language and symbol understanding barriers, conflict between values and beliefs, social customs and taboo touch, and brand image and positioning deviation. In view of these problems, this research puts forward the solving strategies such as strengthening language and cultural research, respecting and integrating local values, following social customs and norms, and accurately positioning brand image and information transmission. By implementing these strategies, brands can more effectively overcome cultural barriers and ensure the accurate transmission and reception of advertising information in the international market, so as to enhance the brand's international influence and market share. This study has important guiding significance for the development of advertising strategies in the process of brand internationalization, and also provides new perspectives and ideas for the field of cross-cultural communication.
Key words: cross-cultural communication; advertising adaptability; cultural barriers; brand internationalization
目录
摘要 1
Abstract 2
一、绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 5
2.1 跨文化传播理论 5
2.2 广告适应性理论 5
三、跨文化传播中广告适应性问题 6
3.1 语言与符号理解障碍 6
3.2 价值观与信仰冲突 6
3.3 社会习俗与禁忌触碰 7
3.4 品牌形象与定位偏差 7
四、跨文化传播中广告适应对策 8
4.1 加强语言与文化调研 8
4.1.1 进行深入的语言习惯与表达方式研究 8
4.1.2 了解并尊重目标市场的文化符号体系 9
4.2 尊重并融入当地价值观 9
4.2.1 调整广告内容以符合当地价值观念 9
4.2.2 避免触及敏感的宗教与信仰议题 10
4.3 遵循社会习俗与规范 10
4.3.1 深入了解并遵守当地的社交礼仪与习俗 10
4.3.2 谨慎处理涉及文化禁忌的内容 11
4.4 精准定位品牌形象与信息传递 11
4.4.1 明确品牌定位以契合当地文化特色 11
4.4.2 优化广告信息以贴近目标受众需求 12
五、结论 12
参考文献 14
