广告文化价值观的本土化研究_英文_

2011 年 7 月刊184 Abstract: The purpose of this study, from a cross-cultural perspective, explores how foreign companies reflect local cultural values in China to attract Chinese consumers. In order to achieve this purpose, the author has collected more than 40 typical advertisement samples by foreign companies in China from TV, magazines and websites and adopted qualitative approach to analyze them. Results of the present study illustrate that the advertisements by foreign companies in China mostly refl ect the traditional Chinese cultural values. In order to attract more Chinese customers, the brands of the advertisements are in accordance with the traditional Chinese cultures. Key words: Localization Advertisements Cultural values 1 Introduction1 Introduction With the development of the globalization of the economy, the world is shrinking and the place where we live has become a part of the global village. In fact, people of different cultural backgrounds are more interdependent than ever. The 21st century will confront ever-shifting social, cultural, and technological challenges. Localization, as an advertising approach, sometimes called “adaptation”, or “customization”, or “specialization”, is referred to as designing specific advertising programs to fit with the unique characteristics of each particular market. The reason for localization of advertising is to create a differential advantage through local sensitivity and increased communication. Chinese culture is characterized by Confucianism, comprising hierarchy, strong collectivism, face, interpersonal harmony, and emphasis on education. Chinese traditional culture has been fundamentally shaped by Confucianism which was established as a political system and a state religion since Han Dynasty. Confucian doctrine remained mainstream Chinese orthodoxy for two millennia. Confucianism was named after its founder, Confucius (i.e., Kong Fuzi or Master Kong). His point of view was mainly reflected in The Analects, a work written by his disciples. A complete review of Confucianism is beyond the scope of this paper. This study will focus on some key orientations in Confucianism that is more closely related to confl ict handling behaviors in foreign companies advertisements. They are collective orientation, family orientation and interpersonal orientation. 2 Data Collection2 Data Collection The primary objective of this study is to summarize the main dimensions of the localization. In order to conduct a more accurate survey, the author collected the sample as follows: Five Chinese television channels were selected for this analysis. They are China Central Television channels: CCTV 1 — CCTV5, which are popular and widely viewed. CCTV 1 and CCTV2 are broadcast nation wide. While CCTV 1 is a comprehensive channel, CCTV2 focuses on economy and lifestyle. CCTV5 is a channel which attracts sport-fans and fashion-fans. The selection of the advertisements in CCTV and Internet is based on the criteria which are associated with localization of foreign companies in China. As a result, 256 advertisements meet the requirement for the analysis. 3 Results and Discussion 3 Results and Discussion The primary purpose of this study is to investigate the similarities and differences of cultural values manifested in foreign companies’ advertisements. Moreover, this study examined whether advertising appeals are accord with the conceptual cultural value orientations of China. This study analyzed the advertising content of 40 typical advertisement samples by foreign companies in China. The research fi ndings are as following and results are discussed too. Cultural values such as family integrity, harmony with others, harmony with nature, showing status and powerfulness, morality and tradition are a lot more utilized in the advertisement samples by foreign companies in China. In recent years, there is a substantial increase in the number of multinationals coming into China because of China’s big potential market. These multinational companies focus on the research of Chinese culture and its ways of expression so as to decide on an advertising strategy that best suits and attracts Chinese consumers. That’s why some excellent advertising of multinationals contains much more Chinese cultural values compared with that of Chinese enterprises. As a form of communication, advertising reflects the cultural values of a nation. In the case of the multinationals operating in China, what Chinese cultural values do their commercials reflect to attract the local consumers? Here we will talk about some typical advertisements of foreign companies in China that refl ect some of the Chinese cultural values highlighted previously. Another example, FedEx, based in United States, is a world’s largest express transportation company. In a FedEx commercial, a deliveryman drives a car on his way to deliver mail and is caught in a heavy traffi c jam. He becomes worried, 广告文化价值观的本土化研究 孙仁杰（河南城建学院 河南·平顶山 467000） 摘 要：本研究的目的是从跨文化交际的角度出发，探讨外国公司在对华广告中如何反映本土文化价值观以及地方语言特色来吸引 中国的消费者。为达此目的，作者从电视、杂志以及网络中搜集到了 40 多条具有代性的外国公司的在华广告， 然后采取定性的 方法进行分析研究，从而揭示出规律性的特征。研究结果表明，为了使广告达到本土化的效果，外国公司在对华广告中大多都反映了 中国历史悠久的传统文化价值观。广告的品牌也与中国传统的文化相融合，以此来吸引中国的广大消费者。 关键词：本土化 广告 文化价值观 2011 年 7 月刊 185 文化百科论坛 gets out of his car, and plans to deliver the mail on foot. After walking a short distance, he is in front of a river. Many people from the bridge above are looking down at him, thinking it is impossible for him to cross the river, for the river is very wide and there’s no boat around. However, the deliveryman keeps walking as if he were walking on a road. The people on the bridge are all astonished. After he has crossed the river, a line of people who uphold the boards pop out from under the water. The deliveryman is very amazed and realizes that he has walked over a “bridge” formed by the boards. At this moment, a voice speaks out, “Behind each punctual delivery, there’s always a team working all out. FedEx, mission accomplished!” Then the deliveryman successfully reaches the destination with the parcel in his arms. This commercial demonstrates the Chinese cultural value of “collectivism”. It focuses on team- spirit and cooperation with others. The commercial intents to give consumers the message that FedEx service is satisfactory because each delivery is punctual in spite of difficulties, and that the accomplishment of every task is backed up by an excellent team, which is always ready to serve its clients wholeheartedly. Sprite is a popular soft drink in the United States. A Sprite commercial in China demonstrates the importance of the cultural value of “family-group oriented”. On the screen, a daughter-in-law wants to cook some delicious dishes for the parents-in-law and her husband, but she is no cook. The dish actually turns out to be very hard to eat. Suddenly her husband thinks of Sprite and tells everybody to drink it. The whole family is enjoying Sprite while talking and laughing and the meal becomes a happy family reunion. This commercial puts emphasis on “sharing good things together with family members”. The care and love for the family is refl ected in this commercial, which tends to persuade consumers to buy good drinks for their family and enjoy together. Family, as the key concept and basic unit in a collectivist society, is the representative of Chinese collectivism. Quite different from individualism which concentrates on a self-orientation, Chinese collectivism emphasizes on the interdependence among family members and cherishes the unity of family as a whole. 4 Conclusions4 Conclusions This thesis shows that foreign companies in China do reflect some of the Chinese cultural values in their advertisements. In the sample advertisements, a single advertisement may convey two or more cultural values, and sometimes two cultural values may be equally emphasized in one single advertisement, even though, in most cases one cultural value dominants. Only when we take advantage of the target language and bring cross-cultural factors into consideration could we produce idiomatic target texts of advertisements. ReferencesReferences [1] Cheng, Hong .1994. Reflections of cultural values: A content analysis of Chinese Magazine advertisements form 1982-1992[J].International Journal of Advertising , 13 (2): 83-92. 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Chengdu: Journal of Sichuan Foreign Language University. 汪滔 , 2001,《克服重重文化障碍》 [J]。成都 : 四川外语学院学报。 作者简介：孙仁杰 （1979.9----）男 河南城建学院外语系 讲师 硕士 籍贯：河南省叶县；研究方向：外语教学理论与实践、 计算机辅助外语教学 自党的十七届四中全会审议通过的《中 共中央关于加强和改进新形势下党的建设 若干重大问题的决定》（以下简称《决定》） 中首次提出马克思主义时代化的重大命题 之后，学者对其进行了多角度地研究，取 得了丰硕的成果。本文对这些研究成果进 行了简要归纳。 一、马克思主义时代化的内涵 《决定》中明确提出：“马克思主义 时代化就是把马克思主义同当前时代特征 的发展，同当前时代的特征结合起来，使 之能够适应时代需要、把握时代脉搏、回 应时代课题。”[1] 我国学者们根据这一 概念，对马克思主义时代化的内涵进行了 深入的研究，主要观点如下。 马克思主义时代化研究综述 李 晨（渤海大学马克思主义学院 辽宁·锦州 121000） 摘 要：自党的十七届四中全会明确提出了马克思主义时代化这一概念以来，我国学术界从不同的视角对其进行了深入的研究，取 得了丰硕的成果。本文在这些研究基础之上，从马克思主义时代化的内涵、马克思主义时代化产生的原因、马克思主义时代化与马克 思主义中国化、大众化之间的联系以及如何推进马克思主义时代化几方面进行研究综述。 关键字：马克思主义时代化 内涵 原因 联系