| 经笔者查询拜访，中国和韩国之间的国际告白比较研究数目非常无限，加上当今的经济全球化配景和中国和韩国在全球市场中的主要性逐步进步，中韩两国的国度告白比较研究呼之欲出。在本研究中，笔者愿望在中韩两国国度告白比较研究方面献出菲薄之力，便采取了文明维度实际Hofstede(1984，1991)； Zandpour，韩语论文， F(1994)，对中韩两国的国际告白停止信息内容Resnik， A&Stern（1977）和表示计谋Simon， J， L（1971）上的内容剖析，从而得出文明特征上的差别对于中韩两国国际告白有显著的作用。详细来说，笔者为了懂得文明特征对告白的作用，起首依据Hofstede的五个文明纬度，认清了两个国度之间的文明差别，进而为了包管拔取样本的一致性，选择了16个全球有名跨国品牌均在中韩两国投放的国际收集告白。即活着界100个全球品牌中，搜集了161支中韩两个国度都能找到的收集告白停止剖析。本论文彩用内容剖析的办法剖析了中韩两国告白的信息内容和表示计谋。剖析的成果是，在信息内容上，韩国的收集告白在描写产物质量（Quality）、机能(Performance)和特价发卖(Special Offer)上比中国用的多，而中国的收集告白中，对用户的包管(Guarantee)、风味(Taste)和购置的时光所在(Availability)比拟多。在表示计谋上，中国的收集告白中运用品牌熟习度(Brand Familiarity)和模拟(Imitation)计谋比拟多，而在韩国，晋升顾客知足感(Obligation)和心思煽动(Motivation with Psychological Appeal)比拟多。这些差别重要来自文明特征中权利间隔（PDI）、阳刚型和阴柔型（MAS）和不肯定性躲避（UAI）的感化。如许的研究成果注解分歧文明配景国度因为文明价值的分歧，告白里的信息内容和表示计谋也存在差别。固然，这类关系曾经被先前的学者确定过，但笔者在此给出了实证的依据，便使结论更具有压服力。本论文最主要的研究价值在于充分了中韩两个地缘上接近但文明上却相差甚远的国度之间国际告白的比较研究，这对于往后中韩两国公司在告白计谋上都能有所启发，从而为他们更好地走出去和相互交换都供给一些扶植性的看法。所以，在有名全球公司新的告白计谋上，韩语论文题目，笔者的研究成果对他们也更有用果也更贴合现实。 Abstract: The author inquires the visit, between China and South Korea international advertisement comparison research number is infinite, and today's economic globalization view and China and South Korea in the global market is gradually progress, China and South Korea's national advertising comparative study of be vividly portrayed. In this study, the author wishes in China and South Korea national advertising comparative research give meager force, then take the civilization practical dimension Hofstede (1984, 1991); Zandpour, f (1994), in both Korea and China International Advertising stop information content Resnik, A&Stern (1977) and representation strategy Simon, J, l (1971) on the content analysis, thus obtains the cultural characteristics of the difference on the advertisement of China and South Korea have significant influence. Specifically, the author in order to understand the effect of civilization characteristics of advertisement, chapeau according to Hofstede's five cultural dimensions, recognize the cultural differences between the two countries, and in order to ensure select sample consistency, 16 world famous multinational brands in China and the ROK put international network advertisement. That is the world 100 global brands, a collection of 161 branches and two countries can be found in the online advertising analysis. This paper adopts content analysis method to analyze the strategy of information content and said that China and South Korea. Analysis of the results is that in information content, South Korea's network advertisement in the description of product quality (quality), functional (performance) and special hair (special offer) than China to sell, and Chinese network advertisement, the user assurance (CGP), flavor (taste) and the purchase of time where compare more (availability). Strategy, the Chinese network advertisement application brand familiar degree (brand Familiarity) and simulated (imitation) strategy match in the presentation, and in South Korea, promotion customer satisfaction sense (obligation) and mind inciting originates with psychological appeal) analogy. These differences are important from the cultural characteristics of the right interval (PDI), masculine and feminine (MAS) and uncertainty avoidance (UAI) effect. This study notes differences cultural background because country civilization value differences in the advertisement information content and presentation strategies are also different. Of course, this kind of relationship has been previous scholars identified, but the author of this gives the empirical basis, then make the conclusion more persuasive. In this paper, the main research value is fully between China and South Korea are two geopolitical close but civilization but differ very far country international advertising comparative study, which on back Chinese and Korean enterprises in the advertisement strategy can inspire, so as to their better out to and mutual exchange offer some support the view. So, in the famous new global business advertisement strategy, the author's research results of using the fruit they are more and more fit the reality. 目录: |
