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根据日本经济新闻的一项调查显示,日本企业的广告重点,似乎有从促销产品与劳务向提升企业形象转移的趋势。该项调查指出,以提升企业形象为目的的广告占日本总广告的预算比例,1989、1990与1991年分别为14.1%、17.4%和19.6%。80年代,日本企业开始走向国际化经营,电脑软件及服务部门又蓬勃发展,而企业形象广告也在此时开始崭露头角。随着90年代拉开序幕,日本企业的广告支出成长率已经走缓,但是以提高企业形象为目的的广告则异军突起,
According to a survey conducted by the Japan Economic News, the focus of Japanese companies’ advertising appears to be a shift from promoting products and services to improving corporate image. The survey pointed out that advertising for the purpose of promoting corporate image accounted for the proportion of total advertising budgets in Japan, which was 14.1%, 17.4%, and 19.6% in 1989, 1990, and 1991, respectively. In the 1980s, Japanese companies began to move toward international operations, and computer software and service departments flourished, and corporate image advertising began to take off. With the kick-off of the 1990s, the growth rate of advertising spending by Japanese companies has slowed down, but advertising for the purpose of improving corporate image has risen dramatically.