Since long-term, advertisement is not only the research object of economics. In learning to speak, sociology and science of diplomacy and other academic areas. It is a peculiar by scholars of the value. Advertising is a special form of information, and it is also a kind of civilization. Different civilization is the reference scale of people to explain differences in action, but also people understand the importance of advertising from different civilizations within the constraints of identity. With the development of economic globalization and the increasing demand of enterprises to the international market strategy, from the perspective of cross civilization, the study of advertising diplomacy has a strong practical significance. Enterprises in the background of globalization of the survival and development is experiencing a double test of the market competition and cross cultural differences. Under this kind of situation of enterprises, only give birth and supply quality is excellent, the technique to pre empt the products and services is not enough, in product and service homogenization serious tomorrow, enhance advertisement publicity campaign to become the enterprise is in an impregnable position guarantee. Since the establishment of diplomatic relations between China and Germany, the economic relations between the two countries have always been growing. Special is the rapid growth of China's economy in recent years, China has become one of the world's most influential economic entities. Under this background, the German government and the German companies are also increasingly value the economic relations between Germany and china. More and more German companies are entering the Chinese market, and more and more German brand products emerge in China. The Chinese market has become a major arena for German companies. German companies in China how to stop the spread of cross cultural advertising has become a hot topic, this article is around the topic of open. This paper focuses on the discussion of the following achievements in the role of cultural identity in cross cultural advertising plays a role? In intercultural advertising is what advertising strategies are more desirable, standardization strategy still localization strategy? In addition to the existence of third strategies can also exist? German companies in China to stop the spread of cross cultural advertising should pay attention to what the characteristics of traditional Chinese civilization? What is the impact of China's social changes on Chinese civilization? In this article, the famous brand of German in China and NIVEA as an example, through the process of its advertising in China to stop the analysis of the magazine to the German companies in China advertising to promote the proposal. This paper is divided into five chapters the first chapter is the part of introduction, it is important to put forward the research results and discusses the research status, the writing objectives, the application of the research method and concept of department defined. Effect of advertisement information spread civilization has a static representation, that one country or group of civilization is not intact, will produce response changes with the change of social. Cross cultural advertising is not as long as the purpose of the country's cultural identity, but also to consider the changes in the social changes in civilization, so this paper will be used when the research approach and a total of research methods to unite. Another author also Nivea stereo advertisement picture level results receiving stopped the interview and the interview results into the sideways, interviewed for five Beijing native University Department of German 05 level of graduate student. The second chapter is the basic of the whole paper. The basic concept of the first and the definition of coherence in this chapter, namely, foreign civilization, advertising and cross-cultural advertising. I regard advertisement as a multidimensional system, in addition to Nianye on weekdays deposit dependents speak level. It also contains non speaking level (such as pictures and colors), speak to the subordinate level (such as punctuation application, font Nianye small) and speak the internal level (such as the preamble to the advertisement of the choice, advertisement delivery time). These levels are dependent on each other, mutual contact, with the composition of the system of advertising and the audience of all the impact of advertising. In all advertisement diplomatic process, advertisement plan has not only a transmission of information, more exact said it is advertisement diplomacy movement involved, all advertisement diplomatic process is a communication on both sides of the interactive process. In the alien culture to stop advertising campaign, the advertising plan as long as the value of the value of civilization, the ability to better meet the needs of the audience, so that the ability to stop the communication between real and consumers. The third chapter is divided into two parts. Department the first important inductive comprehensive summary of the characteristics of Chinese traditional civilization; the second part touches the is Chinese society changes cause value change and the value indecent change effect of advertisement design. As an example, the fourth chapter is the key point of the whole paper. The author first from three aspects listed for example analysis of the choice of the basis of the advertisement, that is, the choice of the brand, the media (that is, advertising magazine) and the choice of time period. After the from four levels (i.e. the speech level, nonverbal level, speak the subordinate level and internal level speak) carries on the analysis to the Nivea and masses car in the second half of 2017 in particular magazine put on the stereo advertisement, and the interview results into the analysis of sideways. At the beginning of this chapter, the author in the case analysis of the basic above, from the diplomatic four levels (that is, to speak, not to speak, to speak, and to speak at the level of internal level) of German enterprises in China 目录: |
