【作者】 林海；

【导师】 余明阳；

【作者基本信息】 华中科技大学 ， 传播学， 2006， 硕士

【摘要】 本研究旨在研究证明“互联网广告通过运用可预测的广告诉求来反映目标市场的文化价值”这一观点。研究以Hall和Hofstede两人的文化价值维度作为理论框架,同时使用根据网络广告特点修正后的Pollay广告诉求体系与上述文化价值维度相结合,比较中美网络广告中反映的文化价值的异同。内容分析法是本文的主要研究方法。笔者抽取了代表中美两国权威评比的各100个品牌网站,以其广告作为研究样本,进而证明假设。不可否认,在一些主要的诉求上两国网络广告具有相似性,但当笔者通过理论框架进一步考察时发现,中美网络广告在诉求运用方面存在显著不同,同时也证明这些不同缘于两国迥异的文化价值。而在网络广告特有的技术类目运用上,中美两国在文本链接、动画图片的运用等方面也存在巨大的差异。本研究证明了所运用的理论框架的有效性,通过这一框架体现了广告诉求对网络广告中的文化差异的折射作用。同时,研究的结果也表明,对网络广告而言,完全的本土化或完全的全球化战略都不适用。网络媒介本身的特性,新技术普及的时延,全球经济一体化趋势以及文化之间的融合与变迁都使网络广告中出现单一的理想化战略成为不可能。更多还原

【Abstract】 This study intends to test the idea that advertising reflects cultural values through advertising appeals in a predictable manner. Hall and Hofstede’s cultural values are employed as theoretical frameworks for comparing cultural values reflected in Internet advertising in China and the United States. Their cultural value systems were related to the modified version of Pollay’s advertising appeal system.A content analysis of 200 advertising websites was performed to testify hypotheses. Similarities were visible in the use of primary appeals, but when the ads were examined within the theoretical frameworks, a clear pattern of dissimilarities were observed between China and U.S. Internet advertising, supporting the idea that the observed between-country differences were attributable to between-country differences in cultural values. The use of technological elements such as text links and animated images was also significantly different between the two countries.This study demonstrated the effectiveness of the theoretical frameworks and their linkages with advertising appeals in visualizing a broad representative picture of cultural differences in Internet advertising. However, the mixed results of the study suggest that neither a perfectly standardzed nor a specialized approach yet exists in Internet advertising. The author speculates that several factors may explain why neither of these "ideal-type" advertising strategies prevails in Internet advertising: strong medium specific characteristics, the time lag to adopt innovative technology, integration of the world economy, and changing values withn a single culture.更多还原