跨文化交际视角下的麦当劳广告案例研究

发布时间：2018-06-02 16:10

本文选题：麦当劳广告 + 霍夫斯泰德文化维度　；参考：《杭州电子科技大学》2014年硕士论文

【摘要】：随着全球一体化进程的不断深入，跨国公司的品牌经营战略已成为全球经济一体化的内涵要素之一。但是，每一个跨国公司都面临着跨国经营中应对跨文化交际的挑战问题，只有妥善地处理好这些问题，才能在对外合作交流中，国际经济与贸易洽谈中和跨国公司在跨国经营中占据主动。在国际化大潮下，跨国公司广告营销战略对国际交流合作和国际经济与贸易起到了推波助澜的作用，广告传播不仅借助文化载体来营销产品、开拓市场，同时更需要借助产品来传播企业文化和促进国际间文化交流和经贸往来。本篇论文基于霍夫斯泰德的文化维度理论，着重研究麦当劳广告案例中的东西文化差异；通过案例对比分析，研究麦当劳广告如何在跨文化视角下，如何成功地打造自身品牌，并且将产品的社会价值和文化标准通过简短的广告在跨文化交际中准确定位。全文共分五章。第一章为论文简介；第二章为文献综述，是对跨文化交际和广告业国内外研究的概述；第三章为理论背景概述，介绍并阐述了本文分析、研究过程中所要用到的理论—即霍夫斯泰德的文化维度理论；第四章是案例分析、作者首先对案例选取和研究步骤进行了分析，文章主要从全球企业麦当劳在不同国家投放的媒体广告中选取了部分带有鲜明文化特色的广告案例，以及麦当劳鲜明且独具特色的品牌标识与口号，以第三章的理论为依据逐项进行对比分析，并得出结论。第五章则为论文结论部分，结论主要依据第四章的案例分析研究，，通过上一章结合理论的具体实例分析，对跨文化广告传播有所启示，有助于解答跨文化广告失败案例的原因，以及对品牌在不同文化背景国家进行广告宣传过程中的实质性指导和帮助。本篇论文用对比分析方法和案例研究方法，重点研究跨文化视角下麦当劳在不同国家成功投放媒体广告的实际案例，成功打造自身品牌。本文的创新点是用霍夫斯泰德的文化维度理论，通过实证研究来体现跨文化交际作为跨文化沟通的成功媒介，对提升文化软实力和培养全球化意识和跨文化交际能力非常重要。
[Abstract]:With the deepening of the process of global integration, the brand management strategy of multinational corporations has become one of the connotative elements of global economic integration. However, every multinational corporation is faced with the challenge of cross-cultural communication in its transnational operation. Only by properly handling these problems, can it be used in foreign cooperation and exchange. International economic and trade negotiations and multinational companies take the initiative in transnational operations. Under the tide of internationalization, the advertising marketing strategy of multinational corporations has played an important role in international communication, cooperation, international economy and trade. Advertising communication not only uses cultural carriers to market products, but also opens up markets. At the same time, we need products to spread corporate culture and promote international cultural exchanges and economic and trade exchanges. Based on Hofstedt's theory of cultural dimension, this paper focuses on the cultural differences between East and West in McDonald's advertising cases, and through the comparative analysis of cases, it studies how McDonald's advertising successfully builds its own brand under the cross-cultural perspective. And the social value and cultural standards of products are accurately positioned in cross-cultural communication through brief advertisements. The full text is divided into five chapters. The first chapter is a brief introduction of the thesis, the second chapter is a literature review, which is an overview of cross-cultural communication and advertising industry at home and abroad, the third chapter is a theoretical background overview, which introduces and expounds the analysis of this paper. The theory used in the research process is Hofstedt's theory of cultural dimension. The fourth chapter is case analysis, the author first analyzes the case selection and research steps. The article mainly selects some cases with distinctive cultural characteristics from the media advertisements of McDonald's in different countries, as well as the distinctive and unique brand logo and slogan of McDonald's. Based on the theory of the third chapter, a comparative analysis is made, and a conclusion is drawn. The fifth chapter is the conclusion of the paper. The conclusion is mainly based on the case study in Chapter 4. Through the analysis of the concrete examples of the previous chapter, it has some enlightenment to the cross-cultural advertising communication, which is helpful to solve the reasons for the failure cases of cross-cultural advertising. And the brand in different cultural backgrounds in the advertising process of substantive guidance and help. This paper uses comparative analysis method and case study method to study the actual cases of McDonald's successful media advertising in different countries under the cross-cultural perspective and successfully build its own brand. The innovation of this paper is to use Hofstedt's theory of cultural dimension to embody intercultural communication as a successful medium of cross-cultural communication through empirical research. It is very important to promote cultural soft power and cultivate the sense of globalization and intercultural communication ability.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G05

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