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在早先的广告内容分析研究中,一个潜在的假设是广告传递的信息就是消费者领会到的东西。因此,随着全球式广告的大量使用,广告中出现的各种全球性形象和诉求方式常常被错误地看作是地方或本土文化正在全球化的表现。通过采用“读者反馈法”分析40位生活在深圳的层次较高的中国消费者对于全球式和本土式广告的理解,我们发现,事实并非如此。全球式诉求(很大程度上是西方式诉求)对受访者有着不可否认的吸引力,因为它象征或代表地位、世界性、刺激、现代、高品质、高科技和美丽/漂亮。但这并不意味着中国消费者放弃了民族自豪和传统的价值观或者他们因为欢迎西方的价值观而贬低本土和传统的价值观,也并不意味着要在中国取得广告上的成功就要将产品和广告尽可能地全球化。受访者对这些广告的截然不同的理解显示,全球式广告和本土式广告在中国市场上存在的原因和目的各不相同,将外国的模特、品牌和诉求用于奢侈品的广告中会更适合。这些理解也帮助我们了解全球式广告与本土文化之间的相互作用。
In a previous study of ad content analysis, a potential assumption was that the message delivered by the ad was what consumers perceived. As a result, with the proliferation of global advertising, the various forms of global imagery and appeal appearing in advertisements are often misinterpreted as manifestations of the local or indigenous culture being globalized. By using “Reader Feedback Method” to analyze the perception of 40 Chinese consumers living in Shenzhen with high levels of global and local advertising, we found that this is not the case. Global appeals (largely Western claims) have undeniable appeal to respondents because of their symbolic or representational status, cosmopolitan, stimulating, modern, high quality, high technology and beauty / beauty. But this does not mean that Chinese consumers abandon their national pride and traditional values or that they belittle their local and traditional values because they welcome Western values. Nor does it mean that to succeed in advertising in China, Advertising is as global as possible. The disparate understanding of these advertisements by interviewees shows that the reason and purpose of the global advertising and the local advertisements are different in the Chinese market. It is more likely that the use of foreign models, brands and appeals in luxury advertisements Suitable for. These understandings also help us understand the interaction between global advertising and local culture.