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多年来,对于跨国广告的运作问题,一直存在全球化与地方化之争。“全球化”指的是:在广告运作中,在不同的市场,乃至全球范围内使用统一标准的广告,其理论依据是“人性是共通的”;“地方化”指的是:在广告运作中,针对不同市场的具体情况,尤其是文化背景,采用适合当地市场的广告,其代表论调是“越是民族的,越是国际的”。其实,绝对的全球化与地方化都不太可行,关键在于尺度的把握。
Over the years, there has been a dispute between globalization and localization regarding the operation of transnational advertising. “Globalization ” refers to: In the advertising operation, in different markets, and even worldwide use uniform standard advertising, the theory is based on “human nature is common ”; “localization ” means Is: In the operation of advertising, in view of the specific circumstances of different markets, especially the cultural background, the use of advertising appropriate to the local market, the representative of the tone is “more national, more international ”. In fact, the absolute globalization and localization are not feasible, the key lies in the grasp of the scale.