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中美汽车广告文化价值观对比研究

作　者: 蔡羿
导　师: 刘长远
学　校: 哈尔滨工业大学
专　业: 外国语言学及应用语言学
关键词: 对比研究文化价值观汽车广告广告诉求
分类号: G04
类　型: 硕士论文
年　份: 2010年
下　载: 379次
引　用: 0次
阅　读: 论文下载

内容摘要

本论文拟通过对中美汽车广告诉求的分析来考察两国文化价值观的异同,并探讨文化价值观在两国汽车广告中的体现以及文化价值观对汽车广告的影响,相信此类中美文化价值取向的对比研究能够有助于打破两国经济活动中的文化障碍,增强相互理解,使中美的经济交流和双边贸易更加顺畅无阻。本文以Hofstede的文化维度及Pollay与Cheng & Schweitzer的广告诉求框架为理论基础,从网络收集了中美各60条汽车广告进行分析。应用广告诉求框架对每条广告进行编码,并使用SPSS软件对数据进行处理,以分析广告诉求出现的频率及中美广告诉求在不同文化维度是否具有显著差异。研究发现,中美汽车广告中,技术、有效、现代、美丽、享受这5个广告诉求均占主导地位。家庭、社会地位、情感等7个广告诉求更多地出现在中国汽车广告中,而独特、冒险、竞争等5个广告诉求更多地出现在美国汽车广告中。通过将广告诉求与Hofstede的文化维度相关联进行分析得到的结果显示,美国汽车广告对能够体现个人主义,低不确定性规避,男性主义的广告诉求使用较多,而中国汽车广告对能够体现集体主义和高权力距离的广告诉求使用较多。总的来说,中美汽车广告诉求的使用偏好与两国的文化价值取向基本一致。

全文目录

摘要  4-5
Abstract  5-9
Chapter1 Introduction  9-17
  1.1 Study Background  9-13
    1.1.1 The Development of Auto Advertising in the World  10-11
    1.1.2 The Development of Auto Advertising in China  11-13
  1.2 Purpose and Significance of the Study  13-15
  1.3 Organization of the Thesis  15-17
Chapter 2 Literature Review and Theoretical Foundations  17-42
  2.1 Cultural Values in Advertising  17-21
    2.1.1 What is Cultural Value  17-18
    2.1.2 What is Advertising  18-19
    2.1.3 Relationship between Cultural Values and Advertising  19-21
  2.2 Previous Researches on Advertising  21-27
    2.2.1 Previous Researches on Advertising Abroad  21-24
    2.2.2 Previous Researches on Advertising in China  24-27
  2.3 Theoretical Foundations  27-42
    2.3.1 Geert Hofstede’s Cultural Dimensions  27-31
    2.3.2 Pollay’s Advertising Appeals and Cheng & Schweitzer’s Study of Values  31-40
    2.3.3 Assignment of Pollay’s Appeals to Hofstede’s Cultural Dimensions  40-42
Chapter 3 Hypotheses and Methodology  42-51
  3.1 Hypotheses  42-45
    3.1.1 Pilot Test  42-43
    3.1.2 Hypotheses of Advertising Appeal Application Difference between China and the US  43-45
  3.2 Methodology  45-51
    3.2.1 Sampling  45-47
    3.2.2 Coding  47-49
    3.2.3 Statistical Analysis  49-51
Chapter 4 Results and Discussion  51-80
  4.1 Results of Appeal Application  51-53
  4.2 Discussion on Appeal Application in Auto Advertisements  53-73
    4.2.1 Answers to Research Questions One and Two  53-54
    4.2.2 Similarities in Primary Appeals  54-61
    4.2.3 Appeal Application Differences between China and the US  61-73
  4.3 Study Appeals by Hofstede’s Cultural Dimensions  73-76
  4.4 Discussion on Auto Advertising Appeal Application by Hofstede’s Cultural Dimensions  76-80
Chapter 5 Conclusion  80-85
  5.1 Summary of Study Results  80-81
  5.2 Summary of Major Findings  81-82
  5.3 Implications  82-83
  5.4 Limitations and Suggestions for Further Study  83-85
References  85-91
Acknowledgements  91-92
Appendix: Auto Advertisements  92-100

中美汽车广告文化价值观对比研究

内容摘要

全文目录

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