从中美饮料广告引力透视中美文化价值观

论文摘要

本论文拟通过对中美两国不同的饮料广告引力的研究来考察其不同的文化价值观。在研究过程中,作者主要参照了Hall和Hofstede的价值维度以及Pollay的广告引力模式。论文作者借助软件统计工具SPSS 13.0对中美各150条饮料广告进行数据分析,根据在中美广告中各广告引力出现的不同频率,考察其不同的文化价值内涵。研究结果表明,中美饮料广告中的这些引力标准差异基本符合各国的文化价值体系。中国饮料广告常用“家庭”、“集体”来凸显集体主义和高语境的文化价值,用“传统”凸显多种时间利用方式的文化价值,用“对他人的关心”来强调公共空间的文化价值,用引力“地位”突出中国的高权力距离文化价值;而美国饮料广告则倾向于用引力“有效性”凸显单一时间方式的文化价值,用“个性”、“竞争”强调个人主义的文化价值,用“冒险”、“享受”凸显美国文化价值中不确定性因素的避免程度比较低。

论文目录

• 中文摘要
• Abstract
• Chapter 1 Introduction
• 1.1 The Purpose of the Study
• 1.2 The Significance of Study
• 1.3 Methodology
• 1.4 Organization of the Thesis
• Chapter 2 Literature Review and Theoretical Foundation
• 2.1 Cultural Values in Advertising
• 2.1.1 The Definition of Cultural Value
• 2.1.2 The Definition of Advertising
• 2.1.3 The Relationship between Cultural Value and Advertising
• 2.2 Cross-Cultural Studies in Advertising
• 2.3 Previous Cross-Cultural Researches on Advertising
• 2.3.1 Cross-Cultural Researches Abroad
• 2.3.2 Cross-Cultural Researches at Home
• 2.4 Theoretical Foundations
• 2.4.1 Edward Hall’s Four Value Dimensions
• 2.4.2 Geert Hofstede’s Four Value Dimensions
• 2.4.3 Richard W. Pollay’s Advertising Appeals
• Chapter 3 Case Analyses
• 3.1 Hypotheses
• 3.1.1 Pilot Test
• 3.1.2 Hypotheses
• 3.2 Research Methodology
• Chapter 4 Results and Discussion
• 4.1 Analysis of the Appeals used in Chinese and American Beverage Advertisements
• 4.1.1 The Major Common Appeals in Beverage Advertisement
• 4.1.2 The Primary Appeals in Chinese Beverage Advertisements
• 4.1.3 The Primary Appeals in American Beverage Advertisements
• 4.2 Analysis of Dimensional Systems
• Chapter 5 Conclusion
• Notes
• Bibliography
• Acknowledgements
• Appendix:Advertisement
• Publication